# Simple skincare

Page: https://lovi.care/skincare/ae/brands/simple

The Lovi Fit is the same in every country; only the stores and prices differ, and the ones here are for the United Arab Emirates.

Simple is a British skincare brand founded in 1960 and owned by Unilever PLC since 2011.

[en.wikipedia.org](https://en.wikipedia.org/wiki/Simple_Skincare) [sec.gov](https://www.sec.gov/Archives/edgar/data/1368457/000119312511134453/dex991.htm) [prnewswire.com](https://www.prnewswire.com/news-releases/alberto-culver-announces-that-unilever-has-received-approval-from-the-us-department-of-justice-to-complete-the-acquisition-of-the-company-121400884.html) [simple.co.uk](https://www.simple.co.uk/philosophy.html)

Simple is deeply loved for its gentle moisturizers, makeup removers, cleansers, and toners that incorporate [niacinamide](https://lovi.care/skincare/ae/ingredients/niacinamide) and [glycerin](https://lovi.care/skincare/ae/ingredients/glycerin). Its products suit oily skin and acne-prone skin best due to this thoughtful formulation. For specific concerns, the brand offers the Kind to Skin Soothing Facial Toner for acne-prone skin, the Micellar Cleansing [Water](https://lovi.care/skincare/ae/ingredients/water) for skin with dark spots, and the Micellar Water for mature skin. Together, its key ingredients work harmoniously, as niacinamide reduces hyperpigmentation and improves aging signs, while glycerin improves skin hydration and barrier function.

[The British Journal of Dermatology, 2002](https://pubmed.ncbi.nlm.nih.gov/12100180/)

- [Cruelty-free · PETA](https://crueltyfree.peta.org/company/simple-unilever/)
- [Niacinamide](https://lovi.care/skincare/ae/ingredients/niacinamide)
- [Glycerin](https://lovi.care/skincare/ae/ingredients/glycerin)

This page covers some of the most popular Simple products; for the whole Simple range, with a fit score for every product, [use the Lovi app](https://app.pora.ai/vqqJ/j1xj2b6o?af_sub2=brand&af_sub3=selection_note&af_sub4=pg9986193091).

### Other Simple products

#### Other products

- [Hydrating Light Moisturiser](https://lovi.care/skincare/ae/p/simple/hydrating-light-moisturiser/for/dry-skin) — Average fit — [AED 17.00 at Amazon](https://www.amazon.ae/dp/B000LQX6XG?tag=lovi00-21&linkCode=osi&th=1&psc=1)
- [Replenishing Rich Moisturiser](https://lovi.care/skincare/ae/p/simple/replenishing-rich-moisturiser/for/dry-skin) — Average fit — [AED 11.84 at Amazon](https://www.amazon.ae/dp/B000LNHB6M?tag=lovi00-21&linkCode=osi&th=1&psc=1)
- [Water Boost Hydrating Gel Cream](https://lovi.care/skincare/ae/p/simple/water-boost-hydrating-gel-cream/for/dry-skin) — Average fit — [AED 40.50 at Amazon](https://www.amazon.ae/dp/B07CZR7ST1?tag=lovi00-21&linkCode=osi&th=1&psc=1)
- [Refreshing Facial Wash](https://lovi.care/skincare/ae/p/simple/refreshing-facial-wash/for/acne-prone-skin) — Average fit — [AED 24.78 at Amazon](https://www.amazon.ae/dp/B0CDZN6TLD?tag=lovi00-21&linkCode=osi&th=1&psc=1)
- [Kind to Skin Soothing Facial Toner](https://lovi.care/skincare/ae/p/simple/kind-to-skin-soothing-facial-toner/for/mature-skin) — Superior fit — [AED 15.95 at Amazon](https://www.amazon.ae/dp/B076V2D94Y?tag=lovi00-21&linkCode=osi&th=1&psc=1)
- [Micellar Cleansing Water](https://lovi.care/skincare/ae/p/simple/micellar-cleansing-water/for/sensitive-skin) — High fit — [AED 17.15 at Amazon](https://www.amazon.ae/dp/B00X3OQ6N0?tag=lovi00-21&linkCode=osi&th=1&psc=1)
- [Micellar Water](https://lovi.care/skincare/ae/p/simple/micellar-water/for/mature-skin) — Average fit — [AED 17.15 at Amazon](https://www.amazon.ae/dp/B00X3OQ6N0?tag=lovi00-21&linkCode=osi&th=1&psc=1)

## People Say

★4.4

Overall rating based on 8.7k+ reviews

Reviewers most often praise Simple for gentle formulas, effective makeup and grime removal, and suitability for sensitive skin. The most common complaints are difficulty removing heavy or waterproof makeup and insufficient hydration for very dry skin.

### Highlights

- Lightweight, value-friendly moisturizers Mostly Mentioned “no artificial perfume — Hydrating Light Moisturiser” “sinks in instantly — Water Boost Hydrating Gel Cream” “super affordable — Hydrating Light Moisturiser”
- Gentle, sensitive-skin-friendly makeup removers Mostly Mentioned “Does not cause any form of irritation on the skin which I love. — Micellar Cleansing Water” “The only cleanser that doesn't turn my face red. — Micellar Water” “Love that it has absolutely no scent. — Micellar Water”
- Effective and hydrating daily makeup removers Mostly Mentioned “Takes off any makeup residue and makes my face feel refreshed. — Micellar Cleansing Water” “Instantly boosts skin's hydration... face doesn't feel dry and tight. — Micellar Cleansing Water” “No need to rinse... perfect for traveling or lazy nights. — Micellar Cleansing Water”
- Causes breakouts or irritations Often Mentioned “New bottle ingredients do not match... lower amounts of beneficial ingredients. — Micellar Cleansing Water” “I have to use 4-5 cotton pads to get clean. — Micellar Water” “Feels slimy on skin — Refreshing Facial Wash”
- Struggles with heavy makeup Often Mentioned “Did not remove my mascara very well at all. — Micellar Cleansing Water” “Won't budge my waterproof mascara. — Micellar Water” “Doesn't touch waterproof mascara — Refreshing Facial Wash”
- Lacks sufficient hydration or moisture Sometimes Noted “not moisturizing enough — Hydrating Light Moisturiser” “need to apply multiple layers — Replenishing Rich Moisturiser”

Sources: lovi.care, walmart.com, target.com, boots.com, makeupalley.com, skinsafe-products.com, and more

## Questions and answers

### Is Simple good for oily skin?

Simple is good for oily skin, as the brand-focused routine for oily skin rates High on Lovi. The Simple products on this page list no fragrance in their ingredients, and reviewers often mention that the moisturizers are lightweight and value-friendly.

### Is Simple worth it?

Simple is worth it for shoppers seeking value-friendly and lightweight daily moisture or makeup removers. Reviewers note that the brand helps keep skin soft and clean, though it may occasionally cause breakouts or struggle with heavy makeup. Lovi rates the Simple-focused routine High for oily, acne-prone, sensitive, combination, and dry skin.

### What are Simple's best products?

Simple's best products for mature skin are in the toner category, where Kind to Skin Soothing Facial Toner is rated as Superior by Lovi. For sensitive, spot-prone, and combination skin types, that same toner earns a High fit level from Lovi.

### Which Simple moisturizer is best for dry skin?

The Replenishing Rich Moisturiser is the best choice among the moisturizers on this page for dry skin, followed by the [Water](https://lovi.care/skincare/ae/ingredients/water) Boost Hydrating Gel Cream and the Hydrating Light Moisturiser. Lovi rates all three options Average for dry skin.

### Does Simple cause breakouts?

Simple reviewers often note that the brand causes breakouts or irritations. The Simple products on this page list no fragrance, but shoppers still mention occasional spots.

### Is Simple fragrance-free?

Yes, every one of the Simple products on this page lists no fragrance in its ingredients. Reviewers often mention that these items are gentle and friendly for sensitive skin.

### What are the key ingredients in Simple products?

The key ingredients found across the Simple products on this page are [niacinamide](https://lovi.care/skincare/ae/ingredients/niacinamide) and [glycerin](https://lovi.care/skincare/ae/ingredients/glycerin). Niacinamide helps reduce skin discoloration and supports aging skin, while glycerin helps keep skin moisturized.

[The British Journal of Dermatology, 2002](https://pubmed.ncbi.nlm.nih.gov/12100180/) [Antioxidants, 2021](https://pubmed.ncbi.nlm.nih.gov/34439563/)

### How do I build a Simple skincare routine?

To build a Simple routine for dry skin, start your morning with the Refreshing Facial Wash followed by the Replenishing Rich Moisturiser and a sunscreen. In the evening, use the Micellar Cleansing Water as a pre-cleanser, wash with the Refreshing Facial Wash, and finish with the Replenishing Rich Moisturiser. Lovi rates the Simple-focused routine High for dry skin.

### Where can I buy Simple, and how much does it cost?

Simple products are sold in stores in the United Arab Emirates. Prices on this page range from AED 11.84 to AED 40.50, with most items falling between AED 15.95 and AED 24.78.

### What are good alternatives to Simple?

Good alternatives to Simple include BYOMA, The INKEY List, Medik8, Elemis, Pixi, and Charlotte Tilbury as similar brands with pages on Lovi. BYOMA in particular offers routines that Lovi rates Superior for dry and sensitive skin.

### Simple vs BYOMA: which is better?

Simple and BYOMA are both great choices, with BYOMA rating slightly higher for dry and sensitive skin while both rate high for oily, acne-prone, and combination skin. Reviewers find Simple offers lightweight, budget-friendly moisturizers alongside gentle makeup removers, though some users mention occasional breakouts or irritation.

### Who owns Simple, and where is it from?

Simple is a British brand founded in 1960, owned by Unilever PLC since 2011.

[en.wikipedia.org](https://en.wikipedia.org/wiki/Simple_Skincare) [sec.gov](https://www.sec.gov/Archives/edgar/data/1368457/000119312511134453/dex991.htm) [prnewswire.com](https://www.prnewswire.com/news-releases/alberto-culver-announces-that-unilever-has-received-approval-from-the-us-department-of-justice-to-complete-the-acquisition-of-the-company-121400884.html) [simple.co.uk](https://www.simple.co.uk/philosophy.html)

### Is Simple cruelty-free?

Yes: PETA lists Simple as cruelty-free.

[PETA](https://crueltyfree.peta.org/company/simple-unilever/)

### Is Simple good for dry skin?

Simple works well for dry skin, and Lovi rates the routine High for dry skin. The Simple products on this page list no fragrance in their ingredients, and glycerin helps keep skin soft and hydrated.

[Clinical, Cosmetic and Investigational Dermatology, 2017](https://pubmed.ncbi.nlm.nih.gov/28860834/)

### Which Simple cleanser is best for oily skin?

The Refreshing Facial Wash is the best option among the cleansers on this page for oily skin, with Lovi rating it Average for this skin type.

### Is Simple good for sensitive skin?

Yes, Simple is good for sensitive skin because the Simple products on this page are free of fragrance. Lovi rates Kind to Skin Soothing Facial Toner High for sensitive skin. Reviewers often mention that the makeup removers are gentle and friendly for sensitive skin.

### Is Simple good for acne-prone skin?

Simple is well-suited for acne-prone skin, with Lovi rating the brand-focused routine High for this skin type. The Simple products on this page list no fragrance, which helps keep breakouts and irritations less likely.

### Is Simple good for skin with dark spots?

Yes, Simple is good for skin with dark spots, as the Simple products on this page feature niacinamide to help fade discoloration. Lovi rates Kind to Skin Soothing Facial Toner High for skin with dark spots.

[The British Journal of Dermatology, 2002](https://pubmed.ncbi.nlm.nih.gov/12100180/) [Antioxidants, 2021](https://pubmed.ncbi.nlm.nih.gov/34439563/)

### Is Simple good for mature skin?

Simple features products that rate Average for mature skin, while the Kind to Skin Soothing Facial Toner rates Superior. The Simple products on this page list no fragrance in their ingredients, and reviewers mention that the moisturizers are lightweight and value-friendly.

## Research behind Simple's key ingredients

- [The effect of niacinamide on reducing cutaneous pigmentation and suppression of melanosome transfer](https://pubmed.ncbi.nlm.nih.gov/12100180/) Niacinamide · The British Journal of Dermatology, 2002
- [Mechanistic Basis and Clinical Evidence for the Applications of Nicotinamide (Niacinamide) to Control Skin Aging and Pigmentation](https://pubmed.ncbi.nlm.nih.gov/34439563/) Niacinamide · Antioxidants, 2021
- [Topical use of dexpanthenol in skin disorders](https://pubmed.ncbi.nlm.nih.gov/12113650/) Panthenol, Panthenol vitamin b5 · American Journal of Clinical Dermatology, 2002
- [Apigenin inhibits UVA-induced cytotoxicity in vitro and prevents signs of skin aging in vivo](https://pubmed.ncbi.nlm.nih.gov/27279007/) Chamomilla recutita flower extract matricaria flower extract · International Journal of Molecular Medicine, 2016
- [The 24-hour skin hydration and barrier function effects of a hyaluronic 1%, glycerin 5%, and Centella asiatica stem cells extract moisturizing fluid: an intra-subject, randomized, assessor-blinded study](https://pubmed.ncbi.nlm.nih.gov/28860834/) Glycerin · Clinical, Cosmetic and Investigational Dermatology, 2017
- [Randomized controlled study for the anti-aging effect of human adipocyte-derived mesenchymal stem cell media combined with niacinamide after laser therapy](https://pubmed.ncbi.nlm.nih.gov/33103316/) Niacinamide · Journal of Cosmetic Dermatology, 2021
- [A new topical panthenol-containing emollient: Results from two randomized controlled studies assessing its skin moisturization and barrier restoration potential, and the effect on skin microflora](https://pubmed.ncbi.nlm.nih.gov/27425824/) Panthenol, Panthenol vitamin b5 · The Journal of Dermatological Treatment, 2017
- [Senomorphic activity of a combination of niacinamide and hyaluronic acid: correlation with clinical improvement of skin aging](https://pubmed.ncbi.nlm.nih.gov/39009698/) Niacinamide · Scientific Reports, 2024
- [Stable Ozonides with Vitamin E Acetate versus Corticosteroid in the Treatment of Lichen Sclerosus in Foreskin: Evaluation of Effects on Inflammation](https://pubmed.ncbi.nlm.nih.gov/30991399/) Tocopheryl acetate vitamin e, Tocopheryl acetate · Urologia Internationalis, 2019
- [Efficacy of a topical gel containing chitosan, chlorhexidine, allantoin and dexpanthenol for pain and inflammation control after third molar surgery: A randomized and placebo-controlled clinical trial](https://pubmed.ncbi.nlm.nih.gov/32683390/) Panthenol, Panthenol vitamin b5, Allantoin · Medicina Oral, Patologia Oral Y Cirugia Bucal, 2020
- [High molecular compounds (polysaccharides and proanthocyanidins) from Hamamelis virginiana bark: influence on human skin keratinocyte proliferation and differentiation and influence on irritated skin](https://pubmed.ncbi.nlm.nih.gov/11684194/) Witch hazel leaf water · Phytochemistry, 2001
- [Comparison of clinical efficacies of sodium ascorbyl phosphate, retinol and their combination in acne treatment](https://pubmed.ncbi.nlm.nih.gov/19134126/) Sodium ascorbyl phosphate · International Journal of Cosmetic Science, 2009
- [Efficacy and Tolerability of Topical Nicotinamide Plus Antibacterial Adhesive Agents and Zinc-Pyrrolidone Carboxylic Acid Versus Placebo as an Adjuvant Treatment for Moderate Acne Vulgaris in Indonesia: A Multicenter, Double-blind, Randomized, Controlled Trial](https://pubmed.ncbi.nlm.nih.gov/32983333/) Zinc pca · The Journal of Clinical and Aesthetic Dermatology, 2020
- [Whitening effect of alpha-bisabolol in Asian women subjects](https://pubmed.ncbi.nlm.nih.gov/20642768/) Bisabolol · International Journal of Cosmetic Science, 2010
- [Assessment of Combined Ascorbyl Palmitate (AP) and Sodium Ascorbyl Phosphate (SAP) on Facial Skin Sebum Control in Female Healthy Volunteers](https://pubmed.ncbi.nlm.nih.gov/27756097/) Sodium ascorbyl phosphate · Drug Research, 2017
- [Understanding Solar Skin Elastosis-Cause and Treatment](https://pubmed.ncbi.nlm.nih.gov/30052192/) Witch hazel leaf water · Journal of Cosmetic Science, 2018
- [Borage Oil Treated with Immobilized Lipase Inhibits Melanogenesis](https://pubmed.ncbi.nlm.nih.gov/33128473/) Borago officinalis seed oil · Lipids, 2020
- [Influence of vitamin E acetate on stratum corneum hydration](https://pubmed.ncbi.nlm.nih.gov/9706379/) Tocopheryl acetate vitamin e, Tocopheryl acetate · Arzneimittel-Forschung, 1998
- [Evaluation of the Efficacy and Safety of a Panthenol-Enriched Mask for Skin Barrier Recovery After Facial Laser Treatment: Results of a Double-Blind Randomized Controlled Study](https://pubmed.ncbi.nlm.nih.gov/40613435/) Panthenol, Panthenol vitamin b5 · Journal of Cosmetic Dermatology, 2025
- [Modulation of skin pigmentation by the tetrapeptide PKEK: in vitro and in vivo evidence for skin whitening effects](https://pubmed.ncbi.nlm.nih.gov/22142309/) Sodium ascorbyl phosphate · Experimental Dermatology, 2012
- [Nanostructured Lipid Carrier Based Gel Containing α-Tocopherol and α-Tocopheryl Acetate for Synergistic Cutaneous Antiaging Efficacy](https://pubmed.ncbi.nlm.nih.gov/41309687/) Tocopheryl acetate · Scientific Reports, 2025
- [Safety assessment on comedogenicity of dermatological products containing d-alpha tocopheryl acetate in Asian subjects: A double-blind randomized controlled trial](https://pubmed.ncbi.nlm.nih.gov/34471722/) Tocopheryl acetate vitamin e, Tocopheryl acetate · Contemporary Clinical Trials Communications, 2021
- [Impact of dermal emulsions containing diacyl phospholipids, mono acyl phospholipids, sodium lauryl ether sulfate and polysorbate 80 in combination with UVA irradiation on human skin physiology in vivo: A pilot study](https://pubmed.ncbi.nlm.nih.gov/42617898/) Sodium laureth sulfate · International Journal of Pharmaceutics, 2026
- [A novel facial moisturizer containing Saccharide isomerate accelerates skin barrier restoration following intense pulsed light treatment: a randomized split-face study](https://pubmed.ncbi.nlm.nih.gov/41211697/) Saccharide isomerate · The Journal of Dermatological Treatment, 2025
- [Efficacy and safety of combination cream of stimu-tex AS™ (spent grain wax, Argania Spinosa Kernel oil, Butyrospermum Parkii (shea butter) extract), and saccharide isomerate after fractional CO2 laser procedure: split-face, double blinded, randomized controlled trial](https://pubmed.ncbi.nlm.nih.gov/41134387/) Saccharide isomerate · Lasers in Medical Science, 2025
- [Saccharide isomerate ameliorates cosmetic scalp conditions in a Chinese study population](https://pubmed.ncbi.nlm.nih.gov/35279940/) Saccharide isomerate · Journal of Cosmetic Dermatology, 2023

## Simple routines

- 83% fit: [Routine for dry skin](https://lovi.care/skincare/ae/brands/simple/skincare-routine/for/dry-skin)
- 88% fit: [Routine for oily skin](https://lovi.care/skincare/ae/brands/simple/skincare-routine/for/oily-skin)
- 85% fit: [Routine for combination skin](https://lovi.care/skincare/ae/brands/simple/skincare-routine/for/combination-skin)
- 86% fit: [Routine for sensitive skin](https://lovi.care/skincare/ae/brands/simple/skincare-routine/for/sensitive-skin)
- 88% fit: [Routine for acne-prone skin](https://lovi.care/skincare/ae/brands/simple/skincare-routine/for/acne-prone-skin)
- 86% fit: [Routine for mature skin](https://lovi.care/skincare/ae/brands/simple/skincare-routine/for/mature-skin)
- 88% fit: [Routine for skin with dark spots](https://lovi.care/skincare/ae/brands/simple/skincare-routine/for/dark-spots)
- 80% fit: [Routine for dry sensitive skin](https://lovi.care/skincare/ae/brands/simple/skincare-routine/for/dry-sensitive-skin)
- 87% fit: [Routine for oily acne-prone skin](https://lovi.care/skincare/ae/brands/simple/skincare-routine/for/oily-acne-prone-skin)

## Similar brands

- British skincare: [BYOMA](https://lovi.care/skincare/ae/brands/byoma)
- British skincare: [The INKEY List](https://lovi.care/skincare/ae/brands/the-inkey-list)
- British skincare: [Medik8](https://lovi.care/skincare/ae/brands/medik8)
- British skincare: [Elemis](https://lovi.care/skincare/ae/brands/elemis)
- British skincare: [Pixi](https://lovi.care/skincare/ae/brands/pixi)
- British skincare: [Charlotte Tilbury](https://lovi.care/skincare/ae/brands/charlotte-tilbury)
- British skincare: [No7](https://lovi.care/skincare/ae/brands/no7)
- British skincare: [REN Clean Skincare](https://lovi.care/skincare/ae/brands/ren-clean-skincare)
- British skincare: [facefacts](https://lovi.care/skincare/ae/brands/facefacts)
- British skincare: [Rodial](https://lovi.care/skincare/ae/brands/rodial)

## Compare Simple

- [SKIN1004 vs Simple](https://lovi.care/skincare/ae/compare/skin1004-vs-simple)
- [Anua vs Simple](https://lovi.care/skincare/ae/compare/anua-vs-simple)
- [Medicube vs Simple](https://lovi.care/skincare/ae/compare/medicube-vs-simple)
- [The Ordinary vs Simple](https://lovi.care/skincare/ae/compare/the-ordinary-vs-simple)
- [Beauty of Joseon vs Simple](https://lovi.care/skincare/ae/compare/beauty-of-joseon-vs-simple)
- [COSRX vs Simple](https://lovi.care/skincare/ae/compare/cosrx-vs-simple)
- [CeraVe vs Simple](https://lovi.care/skincare/ae/compare/cerave-vs-simple)
- [La Roche-Posay vs Simple](https://lovi.care/skincare/ae/compare/la-roche-posay-vs-simple)
- [Dr. Althea vs Simple](https://lovi.care/skincare/ae/compare/dr-althea-vs-simple)
- [Some By Mi vs Simple](https://lovi.care/skincare/ae/compare/some-by-mi-vs-simple)
- [Torriden vs Simple](https://lovi.care/skincare/ae/compare/torriden-vs-simple)
- [celimax vs Simple](https://lovi.care/skincare/ae/compare/celimax-vs-simple)
- [Purito vs Simple](https://lovi.care/skincare/ae/compare/purito-vs-simple)
- [Cetaphil vs Simple](https://lovi.care/skincare/ae/compare/cetaphil-vs-simple)
- [Paula's Choice vs Simple](https://lovi.care/skincare/ae/compare/paula-s-choice-vs-simple)
- [Neutrogena vs Simple](https://lovi.care/skincare/ae/compare/neutrogena-vs-simple)
- [Kiehl's vs Simple](https://lovi.care/skincare/ae/compare/kiehl-s-vs-simple)
- [Caudalie vs Simple](https://lovi.care/skincare/ae/compare/caudalie-vs-simple)
- [Dermalogica vs Simple](https://lovi.care/skincare/ae/compare/dermalogica-vs-simple)
- [Good Molecules vs Simple](https://lovi.care/skincare/ae/compare/good-molecules-vs-simple)

## Popular brands

- Korean skincare: [SKIN1004](https://lovi.care/skincare/ae/brands/skin1004)
- Korean skincare: [Anua](https://lovi.care/skincare/ae/brands/anua)
- Korean skincare: [Medicube](https://lovi.care/skincare/ae/brands/medicube)
- Canadian skincare: [The Ordinary](https://lovi.care/skincare/ae/brands/the-ordinary)
- Korean skincare: [Beauty of Joseon](https://lovi.care/skincare/ae/brands/beauty-of-joseon)
- Korean skincare: [COSRX](https://lovi.care/skincare/ae/brands/cosrx)
- American skincare: [CeraVe](https://lovi.care/skincare/ae/brands/cerave)
- French skincare: [La Roche-Posay](https://lovi.care/skincare/ae/brands/la-roche-posay)
- Korean skincare: [Dr. Althea](https://lovi.care/skincare/ae/brands/dr-althea)
- Korean skincare: [Some By Mi](https://lovi.care/skincare/ae/brands/some-by-mi)
- Korean skincare: [Torriden](https://lovi.care/skincare/ae/brands/torriden)
- Korean skincare: [celimax](https://lovi.care/skincare/ae/brands/celimax)
- Korean skincare: [Purito](https://lovi.care/skincare/ae/brands/purito)
- Korean skincare: [ROUND LAB](https://lovi.care/skincare/ae/brands/round-lab)
- American skincare: [Cetaphil](https://lovi.care/skincare/ae/brands/cetaphil)
- American skincare: [Paula's Choice](https://lovi.care/skincare/ae/brands/paula-s-choice)
- American skincare: [Neutrogena](https://lovi.care/skincare/ae/brands/neutrogena)
- Korean skincare: [AXIS-Y](https://lovi.care/skincare/ae/brands/axis-y)
- American skincare: [Kiehl's](https://lovi.care/skincare/ae/brands/kiehl-s)
- Korean skincare: [d'Alba](https://lovi.care/skincare/ae/brands/d-alba)

## About the Lovi Fit

Lovi: Unbiased, science-based skincare AI trained on real user outcomes.

Lovi rates every product from its full ingredient list with brand-independent rules its dermatologists and cosmetic chemists build and review, and personalizes every pick with AI trained on the real results of millions of users. Lovi trains its fit score models on a proprietary dataset built from more than 10,000 expert-labeled products and more than 100,000 simulated examples, following an internally consistent methodology presented at Cosmoprof, AMWC, and Skin of Color Update. Levels from best to worst: Superior, High, Average, Low, Caution, Warning.

Behind these ratings: Nadia Kapleva, MS (Co-founder, Medical Director); Alexey Shagraev, PhD (Co-founder, CEO and CTO); Dr. Sofía Perea Pérez, MD, MSc (Medical Board); Aishani Shah, MD (Medical Board); Asya Zubkova, MS (Medical Board); Hanna Kurets, MD (Medical Board, Medical Advisor); Elina Nazarenko, MD (Medical Board); Victoria Derkova, MS (Medical Board).

Page built Nov 8, 2026.

More from Lovi: https://lovi.care/skincare/llms.txt

## This page in other countries

- United States: https://lovi.care/skincare/brands/simple
- United Kingdom: https://lovi.care/skincare/uk/brands/simple
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- Singapore: https://lovi.care/skincare/sg/brands/simple
- Saudi Arabia: https://lovi.care/skincare/sa/brands/simple
- United Arab Emirates: https://lovi.care/skincare/ae/brands/simple (this page)