About us

Clarity in a crowded industry.

We are a small startup with a straightforward goal: to make the beauty and personal care industry transparent.

In a world of loud marketing, viral trends, and confusing labels, together with misleading apps that capitalize on fear, we realised that bringing transparency on what you put on your skin shouldn't require a chemistry degree — and it definitely shouldn't require you to be scared.

Born in Sweden, Klarify is built on the Nordic principles of pragmatism and transparency. We cut through the greenwashing and the hype to give you the objective facts you need to choose with confidence.

Why we're different

There had to be a better way.

There are plenty of product scanners out there. Most of them rely on outdated databases or use fear to keep your attention. We knew there had to be a better way. Here is how Klarify approaches things differently:

01 / Facts, not fear

The dose matters

The same logic applies to skincare. Most apps operate on the flawed premise that simply having a chemical makes a product dangerous, relying on alarming red traffic lights to create panic. We don't guess, and we don't deal in fear.

Whether an ingredient requires caution depends on its concentration, use, and formulation. Klarify anchors every insight in official European regulatory data, like CosIng and the SCCS. We give you context and objective science, not a panic attack.

02 / Personal, not generic

A score that's actually about you

Most apps hand every user the same verdict, as if one formula could suit every face, scalp and body the same way. Yours doesn't. Create your free profile — your skin or hair type, your sensitivities, your goals — and every report gains a personal compatibility score alongside the generic transparency index, so you can see not just what's in the bottle, but how it lines up with you.

And because everyone draws their own lines, you set them yourself. For the more debated ingredients — fragrance, silicones, preservatives, UV filters and more — you choose how strongly each one should weigh on your score, from a gentle note to a strict exclusion. Your rules, applied consistently, with full transparency on exactly what moved the number. No hidden algorithm, no moralising.

03 / A reality check on the hype

Checking the marketing, not just the math

We cross-reference the marketing claims on the front of the bottle with the physical reality of the ingredient list on the back. If a brand builds a massive campaign around a “miracle botanical,” but that extract sits at the very bottom of the ingredient list behind the basic preservatives, we point it out.

04 / How we actually shop today

Built for the digital aisle

Traditional scanners require you to hold your phone up to a physical barcode in a grocery store. But today, we discover our skincare on TikTok, Instagram, and direct-to-consumer websites. Klarify is digital-first.

We built this for how we actually shop today: just share a link or paste a URL, and your Transparency Card appears instantly. But if you are in the store and need to know more about a product, just take a picture and we analyse it for you.

05 / Our Swedish heritage

Independent & unbiased

Our Swedish heritage isn't just about clean, minimalist design; it is about an uncompromising dedication to the truth. We aren't funded by major beauty conglomerates, and we don't accept payment to boost a product's score. We don't push affiliate links to make a quick commission on your purchases.

Where we stand

We are on your side.

We are just a small team building the tool we wished we had. We don't have all the answers — but we have the facts, and we think that is exactly what you deserve.

Try Klarify now