UNMARKUP
A UK beauty shopping app · Autumn 2026

Is that £89 serum actually worth it?

Probably not. Unmarkup shows you the fair price for what's in the bottle, the ingredients you're paying a premium for, and three cheaper picks that do the same job. UK-based, independent, free forever.

Join the waitlist

Also on Instagram — @herbestinterest.

Case study · 01

Let's look at the receipt
on Lumière Age-Defy Serum.

Water is the first ingredient. Niacinamide, the active anyone's been paid to talk about, is buried in the middle. The "marine peptide complex" is a marketing name, near the bottom of the list.

The same niacinamide, at a working dose, sits in an £8 drugstore serum on the same shelf. The difference is what you're paying for the word Lumière on the bottle.

You're paying £59 for the name.

Marketed £89
What it's actually worth £30
You're paying
for the name
£59
Case study · 02

An £8 formula.
In an £89 bottle.

Substance: Thin
01 Water First on the list
02 Glycerin In every moisturiser
03 Niacinamide Active £8 drugstore active
"Marine peptide complex" Claim Near the end · trace
The label vs the bottle
Marketing at the front. Substance in a small share.
Ingredients are listed by weight. What's headlined on the front is often what's smallest in the mix.
Case study · 03

Don't pay for the name.

The same active, at a working dose, from real UK retailers. One best pick per product. We don't tell you not to buy the £89 one. We make sure you've seen the £8 one first.

£8
9% of the price
The Ordinary
Niacinamide 10% + Zinc 1%

The active on its own at a proper dose. No marine complex, no story, no £59 tax.

£26
29% of the price
La Roche-Posay
B5 Serum

Same active family, working dose, same country. Different label, same job.

£44
49% of the price
Paula's Choice
10% Niacinamide Booster

Clinical formulation, working dose, well-tested. Still less than half.

try all three for £78. still less than one Lumière bottle.
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Autumn 2026. iOS and Android. Free forever. No account required. We'll email you the day the app is ready to download.

Or DM @herbestinterest with the word unmarkup.