The USAers who grew up gazing at screens and themselves-are aging. And that's a big reason that preventive skincare (vs waiting till it's 'cure' time)-is a lifestyle given. Two dominant trends... multi-functional products -science based-or EWG approved ("cleaner")=-have led to an avalanche of gender specific + genderless indie brands-that can take advantage of cutting edge research-to deliver skin saviors without undesirable ingredients (that are probably outlawed in the EU/Canada , already). What's New and Legit: Currently a DTC brand Good Science Beauty® recently launched six focused skincare products based on the revolutionary (patented) dermis delivery wonder silicon (no "e" aka Good Silicon+™ ). Background: Ten years of research headed up by leading light Suzanne Saffi-Siebert, PhD-underpins the basis for Good Science Beauty® uniqueness-ensuring efficacy of symbiotic active ingredients "deep within the skin" and ...