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Near-Expiry Beauty Products: Are They Safe to Use?

What does “near expiry” really mean? It means the product is approaching its Best Before Date (BBD), which is different from an expiration date. The BBD is simply the manufacturer’s guarantee that the product will perform optimally until a certain time. After that? It doesn’t suddenly become dangerous — especially if it’s unopened and stored properly. Here’s what you need to know: ✅ All our products are sealed, unused and safe to useWe don’t sell anything opened or expired. Period. ✅ You’ll always know the statusIf a product is near its BBD (e.g. 3–6 months left), we tell you clearly before checkout. Transparency is key. ✅ Skincare has different lifespans Water-based products may have shorter shelf lives Oil-based serums and powders often last longer Mascara and eye products should be replaced more often, BBD or not ✅ The PAO matters tooOnce opened, a product’s PAO (Period After Opening) tells you how long it remains safe and effective — often 6M, 12M or 24M. That clock only starts ticking when you open it. ✅ Storage is crucialKeep your beauty products in a cool, dry place away from direct sunlight. This dramatically extends their lifespan. The bottom line? Near-expiry doesn’t mean unsafe. It means smart. It means sustainable. It means you get premium products at a fraction of the price, while helping reduce beauty waste — and that’s a glow-up we can all get behind.