Our reviews policy

Trust matters when you're choosing professional haircare. This page explains where the customer reviews on Innate Beauty come from, how we display them, and the standards we hold them to under UK consumer protection law (Digital Markets, Competition and Consumers Act 2024, paragraph 13 of Schedule 20).

Where our reviews come from

Innate Beauty is a UK authorised retailer of Milk_shake (Z.One Cosmetics). For new product pages, before we have collected enough of our own customer reviews, we display verified customer reviews from Milk_shake's own retail website (us.milkshakehair.com) under licence from the distributor. Every review card on our product pages is clearly attributed to its original source.

We do this so you can read genuine reactions to the same Milk_shake formulations we sell. The brand, the formulation, and the manufacturer are the same — only the retailer is different.

How we select which reviews to display

We show every eligible customer review on each product page — not a sample. The first five reviews are highlighted as a curated selection; the rest follow in chronological order, with filters and sort controls to help you find what you're looking for.

How the curated five are chosen

  • Where a product has manual curation by our team, we pick five reviews we feel are genuinely representative — including at least one four-star review for balance.
  • Where no manual curation has been done, an algorithm picks the top-helpful four-star and five-star reviews, plus the top-helpful three-star where one exists. One- and two-star reviews are not surfaced in the curated five, but they remain fully visible in the rest of the list below and are reachable via the star-rating filter.
  • The aggregate rating and total review count shown above the cards always reflect the complete review pool — including one- and two-star reviews — so the average you see is the honest average.

What you can do with the filters

  • Click any star in the rating breakdown to see only reviews at that rating.
  • Click a popular-topic chip (e.g. "Colour result", "Scalp concerns") to find reviews mentioning that theme.
  • Sort by Featured (default), Most recent, Most helpful, Highest rated, or Lowest rated.
  • Toggle "With photos only" to see reviews that include customer images, when available.

We do not cherry-pick reviews to make a product look better, and we do not edit or suppress genuine negative reviews. We do not weight curated reviews to inflate the aggregate — the average is computed from every review in the pool.

What we exclude

To keep the displayed reviews trustworthy, our sampling rule excludes:

  • Incentivised reviews — any review the original platform flagged as written in exchange for a discount, free product, or other inducement.
  • Anonymous reviews — reviews without a real reviewer name.
  • Reviews containing URLs, email addresses, or profanity — for clarity and safety.
  • Non-English reviews — the review platform serves multiple markets; we only display reviews our UK audience can read.
  • Reviews of materially different products — where we sell a product whose formulation differs from the version sold elsewhere (for example, a sulphate-containing vs sulphate-free variant), we display the aggregate rating only, with a clear caveat. We do not show review text that may praise an ingredient our version doesn't contain.

Product bundles

Where you see review information on a product set or bundle, we display the rating and review count for each individual product in the set separately — never a merged or aggregated bundle rating presented as if customers reviewed the bundle itself. This is to comply with the Competition and Markets Authority's guidance on review merging (CMA208 §4.8 and §4.9).

How often we refresh

This pool was last refreshed on 11 May 2026. Each review card carries the original posting date so you can see how recent the feedback is.

Removing reviews

We follow Milk_shake's reviews policy on its source platform — reviews removed there are removed here within 14 days of the next refresh. If you believe a review on our site is fake, misleading, or shouldn't be republished for any reason, please email us at hello@innatebeauty.co.uk with the product name and the review's reviewer name + date, and we'll investigate within 7 working days.

Our own customers' reviews

We're collecting reviews from Innate Beauty customers directly via our review invitation emails. As our native review count grows on each product, we'll transition each product page from sourced-and-attributed reviews to our own. We never mix the two pools without clear visual separation and attribution.

Fake reviews

We never write, commission, or solicit fake or incentivised reviews of our own products. We never offer discounts, free products, or other benefits in exchange for a positive review. If we run a sampling programme in future, every review collected through it will be labelled as incentivised in line with the law.

Questions or concerns

Reach us at hello@innatebeauty.co.uk.

Last updated: 8 September 2026.