About KGBT4
KGBT4 is an independent online magazine covering the beauty industry as news. We report on product launches, market trends, safety recalls and cosmetics regulation for consumers who want to know what is happening — and why it matters — before they spend their money or apply a product to their skin.
Our mission
The beauty sector moves fast and is saturated with promotion. Press releases are repackaged as reviews, trends are declared by the brands that profit from them, and safety notices are often buried in regulatory databases that few shoppers ever read. Our mission is simple: to treat beauty as a beat worthy of real reporting. We tell you who did what, when it happened, and what the evidence says, with sources named and claims attributed.
What we cover
- Launches: new products, reformulations and brand debuts, reported factually — what is in the product, where it is sold, and what the company claims versus what has been demonstrated.
- Trends: data-driven reports on shifts in ingredients, formats, pricing and consumer behaviour, drawing on market research, retail figures and expert interviews.
- Product Recalls: timely coverage of safety alerts, withdrawals and recalls from regulators and manufacturers, including batch numbers and consumer guidance where available.
- Regulation: plain-language explanations of cosmetics law, ingredient restrictions, labelling rules and enforcement actions in the EU, the UK, the US and beyond.
How we work
Our editorial approach is journalistic and neutral. We open with the facts, distinguish between a company's claim and an independent finding, and link to primary sources — regulatory notices, scientific publications, official statements — whenever possible. We do not publish sponsored content disguised as news. When we quote an expert, we tell you who they are and who employs them. When a story is developing, we say so, and we correct errors promptly and visibly.
We are not a review site and we do not rank products. We do not tell you what to buy. We give you the reported facts so you can decide for yourself, whether that means checking a batch number against a recall notice or understanding what a new ingredient restriction actually changes on the shelf.
Who we are
KGBT4 is run by a small news desk publishing in English, French and Dutch. We are independently owned, carry no equity ties to beauty brands or retailers, and keep advertising strictly separated from editorial decisions. Questions, tips and corrections are always welcome at info@kgbt4.com. If you work in the industry and have documents worth reporting on, we want to hear from you.