@purascans — 147x breakout

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IT'S OFFICIAL

@purascans

23.0K followers · usually 9.5K views a post

Views

1.3M

Likes

45.6K

Comments

701

9.7K

View velocity

+790.9K views over 17.7d · ~44.7K/day · 16 observations

Promoted product

Purapurahealthapp.com ↗

Why it worked

The video leverages a common consumer concern about product ingredients and uses a 'shocking reveal' format to highlight potentially harmful chemicals in a popular brand. By offering 'cleaner alternatives' and demonstrating the use of a helpful app (Pura), it provides value and encourages engagement.

Summary

This video exposes that Cetaphil's 'gentle' cleanser, recommended by dermatologists, is formulated with harsh detergents like sodium lauryl sulfate and hormone-mimicking preservatives. It then uses the Pura app to analyze and compare other cleansers, highlighting Vanicream and Avène as better alternatives.

Structure

1Introduction of Cetaphil's controversial ingredients
2Explanation of harsh detergents and preservatives
3Analysis of Cetaphil's Pura score
4Comparison with 'gentler' alternatives using Pura
5Call to action to check product ingredients

Product placement

Cetaphil Gentle Skin Cleanser (ACTS - it is the subject of a review and ingredient analysis, removing it would change the video's topic) is built on harsh detergents and preservatives. Sodium Lauryl Sulfate (ACTS - it is identified as a harsh detergent used in industrial degreasers, removing it would change the video's topic). Methylparaben (ACTS - it is identified as a hormone-mimicking preservative, removing it would change the video's topic). Propylparaben (ACTS - it is identified as a hormone-mimicking preservative, removing it would change the video's topic). Butylparaben (ACTS - it is identified as a hormone-mimicking preservative, removing it would change the video's topic). Pura (ACTS - it is an app used to analyze product ingredients and provide scores, removing it would change the video's topic). Vanicream Gentle Facial Cleanser (ACTS - it is presented as a 'truly gentle, paraben-free cleanser' and is analyzed by Pura, removing it would change the video's topic). Avène Tolerance Extremely Gentle Cleanser (ACTS - it is presented as a 'clean pick' and is analyzed by Pura, removing it would change the video's topic). Pura Health App (APPEARS - it is the URL for the Pura app, removing it would not change the video's topic as the app is already identified and demonstrated).

Original caption

🚨 Checked Against USA & EU Safety 🚨 The cleanser dermatologists recommend as the gentlest option for sensitive skin is built on a harsh detergent and three hormone-mimicking preservatives. It's all on Cetaphil's own label: sodium lauryl sulfate — a stripping detergent also used in garage-floor and industrial degreasers — sitting alongside three different parabens (methyl-, propyl-, and butylparaben). Here's why they're in there: a cleanser needs something to cut oil, and instead of a mild surfactant they reach for sodium lauryl sulfate because it's cheap and strips fast — the same reason it shows up in heavy-duty degreasers. Then, to keep the bottle shelf-stable for years, they stack in three parabens, and propylene glycol runs underneath it all to carry everything down into the skin. The problem is what that combination does to the exact skin it's sold to protect: the detergent strips the barrier and dries you out, the parabens mimic estrogen and absorb through skin — and this is the cleanser marketed as gentle enough for a baby's face. The fix is simple: a truly gentle, sulfate-free and paraben-free cleanser does the same job without the degreaser or the hormone-mimics. Scanned with the Pura App