Marketing Playbook

Currently the No. 1 health and fitness app in the Apple App store, a growing number of Gen-Z and millennial shoppers use the Yuka product scanning app to quickly look up beauty and wellness products ingredient safety scores before purchasing. But industry insiders, including product safety advocates and cosmetic chemists, say it’s misleading consumers with biased information or opaque methodologies. Still, brands with favorable scores have found inclusion on the app helps to boost sales and grow brand awareness.