Anne Dubost
From Institutional Communication to Uncompromising Truth
Choosing to shift from institutional communication to uncompromising ingredient decoding is a conviction I stand by. After serving as Head of Communication for a major organic cosmetics distributor—back when the sector was more about discreet activism than mass market, and where washing coffee cups took minutes because we were so few—I founded my own agency ,www.callunacom.fr, specialized in the organic sector and sustainable development.
Why did I take over the site initiated by Rita Stiens in 2015?
Because while packaging has turned green, the shadow zones persist. Marketing has become more sophisticated, greenwashing more insidious, and reading INCI lists remains a complex exercise for the average consumer.
My commitment is clear: to continue this meticulous work, dissecting formulas, questioning claims, and offering critical analysis based on facts and serious studies. Here, there is no corporate speak: we set the record straight to help you make informed choices.
From the book to the website… “The Truth about Cosmetics”
2001: The Spark That Changed Everything
When the first edition of Rita Stiens’ book arrived from Germany in 2001, decoding a cosmetic label was an act of militantism reserved for a handful of initiates. The landscape was opaque, and consumers were not yet truly sensibilized to these issues.
In France, everything shifted in 2005. A shocking investigation by a well know TV show Envoyé Spécial revealed the behind-the-scenes reality to the general public: parabens and other chemical cocktails were invading our bathrooms. Overnight, Rita’s book became a bestseller, and the few organic cosmetics brands of the time gained significant visibility. It was a key turning point, a awakening: the French cosmetics industry now had a « before » and an « after. »
In response to this massive awareness, the website La Vérité Sur les Cosmétiques*(The Truth About Cosmetics) was launched in 2009 to extend the fight and make information accessible to all.
The Editorial Succession: Anne Dubost & Rita Stiens
Since late 2015, Anne Dubost has taken up the editorial torch with the same demand for independence, while Rita Stiens continues to enrich the debate with her pioneering expertise.
The mission remains unique: to transform consumer curiosity into the power to act.
Rita Stiens
The Pioneer Who Paved the Way
I have been deeply involved in other projects for some time now, notably an exciting project in local and regional politics in the municipality where I currently reside. I am thus embarked on new adventures, just as passionate as my research work on cosmetics that I initiated years ago with the first edition of my book ‘The Truth About Cosmetics’.*
It all started in 2001 with the first edition of my book, since translated into several languages. At the time, caring about the actual composition of a cosmetic was the privilege of a small circle of initiates. Then came the famous Envoyé Spécial broadcast in 2005 in France, with its serious research denouncing the use of certain components in conventional cosmetics (ah, the famous ‘parabens’ everyone has heard of since) and showing alternatives by presenting organic and natural cosmetic brands.*
Since then, the landscape has changed radically. Natural and organic cosmetics have become an unavoidable player, disrupting the codes of the conventional industry. But while methods have evolved, the need for independent vigilance remains intact.
A few years ago, I passed the editorial baton to Anne Dubost. Her background, her fine knowledge of the sector, and her integrity are the guarantees that this site will retain its soul and rigor. I remain associated with the project to intervene occasionally on themes dear to me, but it is with confidence that I leave her the lead to continue this fight for transparency.*
Thank you to all those who, for over twenty years, have kept this demand for truth alive
The Truth About Cosmetics Expert Panel
To ensure transparent information about cosmetics and their ingredients, our site collaborates with a committee of independent consultants, experts in cosmetic chemistry and various fields related to the site’s topics. These specialists, recognized for their experience, enrich our content with professional and rigorous opinions.
From book... to website: the steps
