What’s in a Name?
Changes to our formulation and collection names
Whether on our website, social media channels, an email, or in a RATIONALE retail space, you may have noticed a slight change in the way our formulations and collections are named and presented these days.
Though seemingly small, this has been a conscious step-change; one made to support client navigation, education, and discoverability when it comes to exploring the RATIONALE range.
Rolling out over the next 12 months, we believe these updates more clearly articulate what our formulations deliver, align more closely with our protect-and-repair philosophy, and better reflect how we prescribe our formulations.
It’s an evolution we’re proud to be bringing you on.
It’s important to note that, as we work through the rollout of these changes, there will be times where both the current names and the new names, for the same formulation, exist in market at the same time.
Unless otherwise indicated, please be assured that these formulations are the same—it is simply an update to the labels and boxes.
Here’s how it looks across our collections…
Collection Name Changes:
The Resilience Collection > The Strengthening Collection
The Vitality Collection > The Brightening Collection
The Brilliance Collection > The Brilliance Collection (remains as is)
The Integrity Collection > The Nourishing Collection
The Clarity Collection > The Refining Collection
The Renewal Collection > The Rejuvenating Collection
…and how the updates will be adopted across our retail formulations:
#1 The Strengthening Collection
#1 The Serum > #1 The Strengthening Serum
#1 The Hydragel > #1 The Strengthening Hydragel
#1 The Crème > #1 The Strengthening Crème
#1 The Mask > #1 The Strengthening Mask
#2 The Brightening Collection
#2 The Light Crème > #2 The Brightening Light Crème
#2 The Serum > #2 The Brightening Serum
#2 The Hydragel > #2 The Brightening Hydragel
#2 The Mask > #2 The Brightening Mask
#3 The Brilliance Collection
#3 The Tinted Serum SPF50+ > #3 The Brilliance Tinted Serum SPF50+
#3 The Enriched Crème SPF15 > #3 The Brilliance Enriched Crème SPF15
#4 The Nourishing Collection
#4 The Cleanser > #4 The Nourishing Cleanser
#4 The PreCleanse Balm > #4 The Nourishing PreCleanse Balm
#4 The Eye Crème > #4 The Nourishing Eye Crème
#4 The Crème > #4 The Nourishing Crème
#4 The Balm > #4 The Nourishing Balm
#5 The Refining Collection
#5 The Serum > #5 The Refining Serum
#5 The Cleanser > #5 The Refining Cleanser
#5 The Milk Concentrate > #5 The Refining Milk Concentrate
#5 The GelCrème > #5 The Refining GelCrème
#5 The Mask > #5 The Refining Mask
#6 The Rejuvenating Collection
#6 The Night Crème > #6 The Rejuvenating Night Crème
#6 The GelCrème > 6 The Rejuvenating GelCrème
FAQs
We have also used this opportunity to review and update the supporting copy found on our product packaging (i.e. labels and outer cartons), evolving these to provide a clear callout to key active ingredients, targets and formulation benefits.
Our formulations themselves are not changing, unless otherwise indicated by a formulation upgrade—which is a moment we will always choose to celebrate and communicate with you.
The first changes will come into effect in January 2026, with a steady progression of updates to be made over the rest of the year. This has been a considered decision—one made to minimise wastage and align to current packaging stock. As new packaging is created, those products will adopt the new naming conventions and supporting copy updates. This is where clients may see two different versions of packaging, for the same product, in market at the same time.