What’s in a Name?
Changes to our formulation and collection names
Whether on our website, social media channels, in emails, or within a RATIONALE retail space, you may have noticed a subtle change in how our formulations and collections are named and presented. Though seemingly small, this shift has been a deliberate step forward—designed to support client navigation, education, and discoverability when exploring the RATIONALE range.
Rolling out over the next 12 months, 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 products. It’s an evolution we’re proud to bring you along on.
It’s important to note that, as we work through the rollout of these changes, there will be times when both the current names and the new names for the same formulation exist in the 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
FAQ's
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 it to provide clear callouts 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 take effect in January 2026, with a steady progression of updates made throughout the rest of the year. This has been a considered decision—one made to minimize waste and align with current packaging inventory. As new packaging is produced, 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 the market at the same time.