Build an ingredient transparency page. Full glossary with sourcing info. Include a "what we avoid" section and "why this, not that" comparisons.
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Build an ingredient transparency page at /pages/ingredients: hero stating our commitment, full ingredient glossary with sourcing info, safety notes per ingredient with the source for each, 'what we avoid' section with rationale, and a 'why this, not that' comparison for our most-used ingredients.
- Full ingredient glossary with sourcing.
- Safety notes per ingredient, with the source for each.
- 'What we avoid' list with rationale.
- Comparison framing for substitution choices.
Sections this page should include
- Hero stating the transparency commitment
- Full ingredient glossary with sourcing info
- Safety notes per ingredient, with sources
- 'What we avoid' section with rationale
- 'Why this, not that' comparison for most-used ingredients
- FAQ for ingredient safety and sourcing
What you're trying to do
Ingredients are among the first things shoppers ask about for skincare, supplements and food. A dedicated page answers every 'is X in this?' question once, can rank for ingredient searches, and gives AI assistants a clear source when shoppers ask about your category.
Things to watch out for
- Safety notes: each note names its source; if you choose to show EWG ratings, you enter them, unflattering ones included.
- Sourcing detail: country or supplier level is what makes sourcing credible.
- Avoided ingredients: explain the reason for each one, not just a list.
- Compliance: Fudge flags health claims for your legal review.
How Fudge does it
Fudge duplicates your live theme into a draft, builds a custom page template with the sections and logic your prompt requires, and populates it with your real products, pricing, and brand styling. Everything starts in draft — you preview before publishing, tweak any section, and your live store stays untouched until you're ready.
Building an ingredient transparency page that builds real trust
An ingredient transparency page is the page where you name every ingredient, explain why you use it, and acknowledge what you don’t use and why. It’s the page that converts skeptical clean-beauty shoppers, addresses safety concerns proactively, and signals that your brand has nothing to hide.
When this page is worth building
Build the ingredient transparency page if you sell skincare, beauty, food, supplements, or any consumable where ingredients matter. Skip the page for non-ingredient-relevant categories.
The page works only if you can genuinely substantiate your claims. Don’t build the page if your supply chain isn’t transparent enough to support it.
What makes one great
- Hero stating the transparency commitment — what you’ll do, what you won’t do. Sets expectations.
- Full ingredient glossary — every ingredient, every product, every sourcing detail. Searchable.
- Safety notes per ingredient: each with its source, so shoppers can check it.
- ‘What we avoid’ section — substances you don’t use, with explanations of why.
- ‘Why this, not that’ comparison — your specific ingredient choices vs. common alternatives. Shows the reasoning.
- FAQ for ingredient safety, sourcing, and certification — addresses the most common concerns.
Common mistakes to avoid
The biggest mistake is the “what we avoid” list without explanations. Listing parabens, sulfates, and phthalates without explaining why reads as following a trend, not making informed choices. The explanations are the value.
The second mistake is overstating natural-equals-safe. Many natural ingredients aren’t safer than synthetics; some synthetics are safer than natural alternatives. Honest evidence-based positioning builds more trust than greenwashing.
Pair this with a sustainability page and material comparison page — three pages that substantiate the transparency story across dimensions.
Fudge builds this page with its page builder.