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Decoding Labels
Dupe or Deliverer?
A Chemist’s Guide to Product Truths
WORKSHOP OVERVIEW
Ever wondered if that trending dupe really stacks up to the original? Or why do some “active” products underperform while others visibly transform the skin? In this myth-busting session, cosmetic chemist Merve Samur unpacks what’s really inside the products—so you can make smarter decisions for your clients and your business.
You’ll learn:
How to decode cosmetic labels like a chemist
What the word “dupe” really means in formulation science
How to compare products beyond the INCI list
Which ingredients drive performance—and which are just marketing
What to look for when choosing products for professional treatment
Ticket price is $30 per person and can be purchased as an "Add-On” ticket once you have completed your expo entry information.
BIO
Merve Samur is an award-winning cosmetic chemist and the founder of The INCI Lab, a formulation studio known for turning bold beauty ideas into scientifically sound products. With over a decade of experience across indie startups and global brands, Merve has built a reputation for her no-fluff approach to cosmetic science. Her work bridges the gap between what’s trending and what’s truly effective—educating brands, professionals, and curious consumers alike. Through her speaking and formulation work, she empowers others to create confidently and cut through the noise of marketing jargon.
SESSION INFORMATION
Date: Sunday 15 June
Times: 1.00pm - 2.00pm
Room: Rangitoto One
