Understand Business Like AI

Training Example: theBalm Cosmetics – Review the Data, Give Your Score & Compare to the Real AI Evaluation

Industry Context — Common BS Fingerprints in Beauty, Cosmetics & Personal Care
Generic Claims: visible results, transform your skin, unlock your natural beauty, trusted by millions…
Red Flags: before-and-after photos with different lighting or makeup, clinical claims without study citations, proprietary blend hiding ingredient concentrations, celebrity endorsement without FTC disclosure…
Semantic Drift Patterns: homepage claims clinical-grade but ingredients page shows basic cosmetics, claims natural and clean but ingredient lists include synthetic compounds, homepage targets luxury market but pricing is drugstore-level, claims dermatologist-developed but no dermatologist is named…
Proof Expectations: full ingredient lists (INCI format), specific clinical study references with sample sizes, named dermatologists or formulators with credentials, before-and-after with methodology disclosure…

theBalm Cosmetics

(https://thebalm.com) 📸 Data Snapshot: May 24, 2026

Analyze the raw signals below. How would a machine score this business’s credibility?

Here are the exact signals captured from up to six pages of the site — the same raw inputs the evaluation engine analyzed. They are grouped by signal type so you can weigh each the way the machine does.

🏗️ Semantic Structure — heading hierarchy & page identity (Info Density · Commodity Fingerprint)
HOMEPAGE theBalm Cosmetics (https://thebalm.com)
Title

theBalm Cosmetics

Meta

theBalm Cosmetics

H1 theBalm
H2 Hot Off the Vanity
H2 Tried, Tested, Obsessed
H2 ABOUT
H2 SUPPORT & FAQ
H2 HELP
H2 Get in touch
NAV_HEADER_REPEATED Oliver Dewy Face Drops | Illuminating Drops | theBalm Cosmetics (https://thebalm.com/products/oliver-dewy-face-drops/)
Title

Oliver Dewy Face Drops | Illuminating Drops | theBalm Cosmetics

Meta

Choose from three stunning shades: peachy keen and sun-kissed, both with black currant oil, and golden glow, with niacinamide for its anti-inflammatory properties. Each shade is crafted with your radiance in mind, ensuring that summertime glow, even once the sun has set. What's your secret to that glow?

H1 Oliver Dewy™ Face Drops
H2 Love how this looks &feels!
H2 ABOUT
H2 SUPPORT & FAQ
H2 HELP
H2 Get in touch
H4 Processing Time
NAV_HEADER_REPEATED Instant Plump Your Pucker® Lip Plumper | Visibly Plumper Lips – theBalm (https://thebalm.com/products/plump-your-pucker-lip-gloss/)
Title

Instant Plump Your Pucker® Lip Plumper | Visibly Plumper Lips – theBalm

Meta

Instant Plump Your Pucker lip plumper, plumper lips meets pleasure, without the pinch. Non-sticky formula give lips a soft feel while enhancing natural volume.

H1 Instant Plump Your Pucker® Plumping Lip Gloss
H2 Get it
H2 Love this gloss!
H2 I like this color but is not for my skin
H2 Glitter Bomb!
H2 Great product
H2 ABOUT
H2 SUPPORT & FAQ
H2 HELP
H2 Get in touch
H4 Processing Time
NAV_HEADER_HEADING_REPEATED Best Sellers – theBalm (https://thebalm.com/collections/best-sellers/)
Title

Best Sellers – theBalm

H1 Best Sellers
H2 ABOUT
H2 SUPPORT & FAQ
H2 HELP
H2 Get in touch
📝 The Narrative — clean text per page (Info Density · Semantic Coherence)
HOMEPAGE (https://thebalm.com) theBalm Cosmetics 
Quick shop

Add to cart

1 Fairest Neutral
2 Fairest Warm
3 Fairest Cool
4 Fair Cool
+22Anne T. Dotes® Liquid Concealer
$ 1650
$ 16.50

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8 Very Fair Neutral
10 Very Fair Cool
14 Fair
18 Light
+8Anne T. Dotes® Tinted Moisturizer
$ 2500
$ 25.00

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[IMG: Photograph of flat eye shadow brush]

[IMG: Close up photograph of the tip of flat eye shadow brush]

Flat Eyeshadow Brush
$ 1000
$ 10.00

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Adoring
Affectionate
Brilliant
Charismatic
+20Meet Matt(e) Hughes® Matte Liquid Lipstick
$ 1800
$ 18.00

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8 Very Fair Neutral
10 Very Fair Cool
14 Fair
18 Light
+8Anne T. Dotes® Tinted Moisturizer
$ 2500
$ 25.00

"Close (esc)"

Quick shop

Add to cart

1 Fairest Neutral
2 Fairest Warm
3 Fairest Cool
4 Fair Cool
+22Anne T. Dotes® Liquid Concealer
$ 1650
$ 16.50

"Close (esc)"

SHOP EYES

SHOP LIPS

SHOP FACE

SHOP CHEEKS

★★★★★Medium/buildable coverage but feels so lightweight. I stock up on this concealer whenever I get the chance.Anne T. Dotes® Liquid Concealer

Farrah R.Las Vegas, NV
★★★★★8 YEAR LOVE AFFAIR -- I always come back to it! Mary-Lou Manizer® Powder Highlighter

Rian V.United States
★★★★★OBSESSED with all Staniacs, but Drama Queen and Beauty Queen are my go-tos :)(tan skin)Stainiac® Lip & Cheek Stain

Melissa R.Los Angeles, CA
★★★★★I'm so happy I found the liquid version of Bahama Mama -- works even better for my dry skin! Bahama Mama® Liquid Bronzer

Debbie L.Phoenix, AZ
1996 chars
SUB-PAGE (https://thebalm.com/products/oliver-dewy-face-drops/) Oliver Dewy Face Drops | Illuminating Drops | theBalm Cosmetics 
[H1] Oliver Dewy™ Face Drops

[IMG: Oliver Dewy | Dewy Face Drops]

[IMG: Golden Glow]

[IMG: Golden Glow Swatch Color]

[IMG: Oliver Dewy™ Face Drops]

[IMG: Peachy Keen]

[IMG: Peachy Keen Swatch Color]

[IMG: Oliver Dewy™ Face Drops]

[IMG: Sun-Kissed]

[IMG: Sun-kissed Swatch Color]

[IMG: Oliver Dewy™ Face Drops]

[IMG: Oliver Dewy | Dewy Face Drops]

[IMG: Oliver Dewy | Dewy Face Drops]

[IMG: Oliver Dewy™ Face Drops]

[IMG: Oliver Dewy™ Face Drops]
Your browser does not support the video tag.

[IMG: Oliver Dewy | Dewy Face Drops]

[IMG: Golden Glow]

[IMG: Golden Glow Swatch Color]

[IMG: Oliver Dewy™ Face Drops]

[IMG: Peachy Keen]

[IMG: Peachy Keen Swatch Color]

[IMG: Oliver Dewy™ Face Drops]

[IMG: Sun-Kissed]

[IMG: Sun-kissed Swatch Color]

[IMG: Oliver Dewy™ Face Drops]

[IMG: Oliver Dewy | Dewy Face Drops]

[IMG: Oliver Dewy | Dewy Face Drops]

[IMG: Oliver Dewy™ Face Drops]

[IMG: Oliver Dewy™ Face Drops]

Color
—
Golden Glow

Color
Golden Glow

Peachy Keen

Sun-Kissed

Price
Regular price$ 2400
$ 24.00
/

Quantity

−

+

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Date night ready with your favorite plus one — Oliver Dewy Glow Face Drops! Choose from three stunning shades: peachy keen and sun-kissed, both with black currant oil, and golden glow, with niacinamide for its anti-inflammatory properties. Each shade is crafted with your radiance in mind, ensuring that summertime glow, even once the sun has set. Oliver is eye candy that never disappoints — after a night out with him, everyone will be asking, What's your secret to that glow?

Shipping + Returns

[H4] Processing Time
We hate to make you wait, especially on new makeup! So at theBalm, we strive to process orders as soon as they’re received. Our standard processing time is between 2-7 business days; processing times may vary during sales, Holidays, or promotional events. No adjustments can be made on orders once they are placed. No pricing adjustments can be made on orders prior to sale or after sale.    Domestic USA Shipping
theBalm currently offers free standard shipping on all domestic U.S orders, in addition to Alaska and Hawaii (exceptions include Flash Sales and other site wide promotions. Please see our Flash Sale FAQ's page for details)! Our standard processing time is between 2-7 business days; processing times may vary during sales, Holidays, or promotional events, and may be further impacted by UPS, USPS or Fedex delivery times during COVID-19. FLASH SALE: $5 shipping charge for orders under subtotal of $35, Free shipping for orders over subtotal of $35. Excludes Alaska + Hawaii.Alaska, Hawaii, Puerto Rico Shipping
theBalm Standard Alaska, Hawaii, and Puerto Rico shipping is $30 or free for orders over subtotal of $150. Shipping fees may vary during sales, Holidays, or promotional events.
International Shipping
theBalm Standard international shipping is $30 or free for orders over subtotal of $150. Fees do not include duties or taxes. If you have questions regarding the duty or tax rate for your package, please contact your local postal service for more information. International shipping fees may vary during sales, Holidays, or promotional events, duties and taxes are not included in advertised shipping rates on thebalm.com and are the responsibility of the receiving customer.  Track your Order
We love new makeup, too! To track your order, click here and sign into your account.

Please note the below policy does not apply for BOGO's, bundles, or any value sets.
If for any reason you are unhappy with your purchase from theBalm.com, we will gladly accept your return if received within 30 days from the shipment date.
Unused product can be returned for either store credit to www.theBalm.com or a refund of the purchase price (not including shipping). Products purchased in bundles cannot be returned or exchanged. Returns on orders with a free gift will be refunded proportionately. The value of the free gift will be deducted from the refund if the gift is not returned.
We’d be happy to exchange any gently used products for store credit to www.theBalm.com if received within 30 days from the shipment date, for domestic USA shipments only, in addition to Alaska and Hawaii. We are unable to honor exchanges on International and Puerto Rico shipments.
We are unable to accept returns and exchanges of excessively used products or products not purchased from theBalm.com.
Please mail your return or exchange to the address below and include a reference to your order number. Turnaround time for processing your return is generally 3 business days, but can fluctuate depending on the time of year. Once the return has been received and inspected in our warehouse you’ll receive an email notification confirming your return.
If your return qualifies for a refund, your refund will be applied to the original form of payment. Please allow up to five business days for the refund to be processed by your bank.
If an exchange was requested you will receive an email notification with either tracking information or your merchandise credit to be used at theBalm.com.
Returns Address:            theBalm CosmeticsAttention: Online Returns9575 N Virginia StReno NV 89506 Please note that you are responsible for the cost of shipping the return or exchange to us.If your products were damaged during transit or items in your order are missing from the package, we kindly ask that you contact us within ten days of receipt.

Returns for products purchased through our Shade Match Service
Domestic U.S Customers ONLY, in addition to Alaska and Hawaii
We understand how difficult it can be when ordering foundations and concealers online, so we offer a Shade Match Guarantee for your convenience. If you did not get the perfect match on your first order, you can exchange the product for a different shade within 30 days at no cost to you. Please contact us at info@thebalm.com or live chat us during 9am-4pm PST to get shade-matched into your new shade. We will then help you exchange and receive your new shade. theBalm will cover all domestic continental US shipping costs on your replacement Anne T. Dote product. Shade Match Guarantee applies a replacement order on your first purchase only.
International Customers and Puerto Rico Customers
Our Shade Match Guarantee extends to our International Customers as well, however International Customers are responsible for shipping costs associated with the new product.
If you have any other questions regarding returns or exchanges, please contact info@thebalm.com or call (888)747-2256 (BALM).

What's inside matters

Net Weight 28 mL/0.94 fl. oz.
Sun-Kissed
INGREDIENTS: WATER ((AQUA) EAU), HYDROGENATED POLYISOBUTENE, MICA, GLYCERYL OLEATE CITRATE, GLYCERIN, RIBES NIGRUM (BLACK CURRANT) SEED OIL, SIMMONDSIA CHINENSIS (JOJOBA) SEED OIL, 1,2-HEXANEDIOL, PENTYLENE GLYCOL, HYDROXYETHYL ACRYLATE/SODIUM ACRYLOYLDIMETHYL TAURATE COPOLYMER, IRON OXIDE (CI 77491), SORBITAN ISOSTEARATE, HYDROXYACETOPHENONE, LINOLEIC ACID, XANTHAN GUM, TITANIUM DIOXIDE (CI 77891), LINOLENIC ACID, IRON OXIDE (CI 77499), DISODIUM EDTA, THEOBROMA CACAO (COCOA) EXTRACT, LAUROYL LYSINE, AMINOMETHYL PROPANOL, PROPYLENE GLYCOL, BUTYLENE GLYCOL, ETHYLHEXYLGLYCERIN, SODIUM HYALURONATE CROSSPOLYMER, CAMELLIA SINENSIS (GREEN TEA) LEAF EXTRACT, TOCOPHEROL, CARBOMER, SODIUM LACTATE, POLYSORBATE 20, PALMITOYL TETRAPEPTIDE-7, MAGNOLIA OFFICINALIS BARK EXTRACT, PALMITOYL TRIPEPTIDE-1.
Peechy Keen
INGREDIENTS: WATER ((AQUA) EAU), HYDROGENATED POLYISOBUTENE, MICA, GLYCERYL OLEATE CITRATE, GLYCERIN, TITANIUM DIOXIDE (CI 77891), RIBES NIGRUM (BLACK CURRANT) SEED OIL, SIMMONDSIA CHINENSIS (JOJOBA) SEED OIL, 1,2-HEXANEDIOL, HYDROXYETHYL ACRYLATE/SODIUM ACRYLOYLDIMETHYL TAURATE COPOLYMER, PENTYLENE GLYCOL, SORBITAN ISOSTEARATE, IRON OXIDE (CI 77491), HYDROXYACETOPHENONE, SILICA, LINOLEIC ACID, XANTHAN GUM, LINOLENIC ACID, DISODIUM EDTA, THEOBROMA CACAO (COCOA) EXTRACT, SYNTHETIC FLUORPHLOGOPITE, AMINOMETHYL PROPANOL, PROPYLENE GLYCOL, BUTYLENE GLYCOL, TIN OXIDE, ETHYLHEXYLGLYCERIN, RED 7 LAKE (CI 15850), SODIUM HYALURONATE CROSSPOLYMER, CAMELLIA SINENSIS (GREEN TEA) LEAF EXTRACT, TOCOPHEROL, CARBOMER, SODIUM LACTATE, POLYSORBATE 20, PALMITOYL TETRAPEPTIDE-7, MAGNOLIA OFFICINALIS BARK EXTRACT, PALMITOYL TRIPEPTIDE-1.
Golden Glow
INGREDIENTS: WATER ((AQUA) EAU), GLYCERIN, PROPANEDIOL, NEOPENTYL GLYCOL DIHEPTANOATE, SIMMONDSIA CHINENSIS (JOJOBA) SEED OIL, ETHYLHEXYL OLIVATE, 1,2-HEXANEDIOL, GLYCERYL STEARATES, C9-12 ALKANE, SYNTHETIC FLUORPHLOGOPITE, PENTYLENE GLYCOL, SODIUM STEARATE, CETEARYL ALCOHOL, NIACINAMIDE, HYDROXYETHYL ACRYLATE/SODIUM ACRYLOYLDIMETHYL TAURATE COPOLYMER, TITANIUM DIOXIDE (CI 77891), HYDROXYACETOPHENONE, PLUKENETIA VOLUBILIS (SACHA INCHI) SEED OIL, C12-15 ALKYL BENZOATE, XANTHAN GUM, MICA, SQUALENE, TOCOPHEROL ACETATE, MORUS ALBA (WHITE MULBERRY) LEAF EXTRACT, COCO-CAPRYLATE/CAPRATE, IRON OXIDE (CI 77491), GLYCERYL ACRYLATE/ACRYLIC ACID COPOLYMER, SORBITAN ISOSTEARATE, UBIQUINONE, OLEA EUROPAEA (OLIVE) LEAF EXTRACT, ARCTOSTAPHYLOS UVA URSI (BEARBERRY) LEAF EXTRACT, TIN OXIDE, TOCOPHEROL.

How to use me

Use a drop or more, then blend with your makeup brush or sponge for a glowy finish.

Rated 5.0 out of 5
1 Review
Based on 1 review

average rating
5.0
out of 5
Based on 1 review
5 Stars
1 Review
4 Stars
0 Reviews
3 Stars
0 Reviews
2 Stars
0 Reviews
1 Star
0 Reviews
100%
of reviewers would recommend this product to a friend
Filters
1 Review
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SH
Sarah H.
Reviewed by Sarah H., from Canada
Verified Buyer
I recommend this product
Age Range
45 - 54
Skin Tone
Fair
Eye Color
Blue
Rated 5 out of 5
Review posted
[H2]
Love how this looks &feels!
Bought this on a whim and I absolute love it! Feels great and looks amazing lon—give my face a lovely dewy hue!
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Sold Out

[IMG: Oliver Dewy | Dewy Face Drops]

[IMG: Golden Glow]

Golden Glow
Peachy Keen
Sun-Kissed
Oliver Dewy™ Face Drops
$ 2400
$ 24.00
13696 chars
SUB-PAGE (https://thebalm.com/products/plump-your-pucker-lip-gloss/) Instant Plump Your Pucker® Lip Plumper | Visibly Plumper Lips – theBalm 
[H1] Instant Plump Your Pucker® Plumping Lip Gloss

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]
Your browser does not support the video tag.

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

[IMG: Instant Plump Your Pucker® Plumping Lip Gloss]

Color
—
Buck-a-Roo

Color
Buck-a-Roo

Giddy-Up

Howdy Honey

Night Rider

Rodeo Show

Wild West

Dilly Dally

Price
Regular price$ 1800
$ 18.00
/

Quantity

−

+

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Rodeo Show","public_title":"Rodeo Show","options":["Rodeo Show"],"price":1800,"weight":7,"compare_at_price":1800,"inventory_quantity":0,"inventory_management":"shopify","inventory_policy":"deny","barcode":"681619821509","featured_media":{"alt":null,"id":26330278166595,"position":10,"preview_image":{"aspect_ratio":1.0,"height":4500,"width":4500,"src":"\/\/thebalm.com\/cdn\/shop\/files\/PYP_RS_Combo.jpg?v=1754507286"}},"requires_selling_plan":false,"selling_plan_allocations":[],"quantity_rule":{"min":1,"max":null,"increment":1}},{"id":1719654711321,"title":"Wild West","option1":"Wild West","option2":null,"option3":null,"sku":"21907","requires_shipping":true,"taxable":true,"featured_image":{"id":34464406470723,"product_id":224684048409,"position":8,"created_at":"2025-07-22T14:00:59-07:00","updated_at":"2025-08-06T12:08:06-07:00","alt":null,"width":4500,"height":4500,"src":"\/\/thebalm.com\/cdn\/shop\/files\/PYP_WW_Combo.jpg?v=1754507286","variant_ids":[1719654711321]},"available":false,"name":"Instant Plump Your Pucker® Plumping Lip Gloss - Wild West","public_title":"Wild West","options":["Wild West"],"price":1800,"weight":7,"compare_at_price":1800,"inventory_quantity":0,"inventory_management":"shopify","inventory_policy":"deny","barcode":"681619821516","featured_media":{"alt":null,"id":26330278101059,"position":8,"preview_image":{"aspect_ratio":1.0,"height":4500,"width":4500,"src":"\/\/thebalm.com\/cdn\/shop\/files\/PYP_WW_Combo.jpg?v=1754507286"}},"requires_selling_plan":false,"selling_plan_allocations":[],"quantity_rule":{"min":1,"max":null,"increment":1}},{"id":1719654744089,"title":"Dilly Dally","option1":"Dilly Dally","option2":null,"option3":null,"sku":"22651","requires_shipping":true,"taxable":true,"featured_image":{"id":34464406503491,"product_id":224684048409,"position":14,"created_at":"2025-07-22T14:00:59-07:00","updated_at":"2025-08-06T12:08:06-07:00","alt":null,"width":4500,"height":4500,"src":"\/\/thebalm.com\/cdn\/shop\/files\/PYP_DD_Combo.jpg?v=1754507286","variant_ids":[1719654744089]},"available":false,"name":"Instant Plump Your Pucker® Plumping Lip Gloss - Dilly Dally","public_title":"Dilly Dally","options":["Dilly Dally"],"price":1800,"weight":7,"compare_at_price":1800,"inventory_quantity":0,"inventory_management":"shopify","inventory_policy":"deny","barcode":"681619821899","featured_media":{"alt":null,"id":26330278133827,"position":14,"preview_image":{"aspect_ratio":1.0,"height":4500,"width":4500,"src":"\/\/thebalm.com\/cdn\/shop\/files\/PYP_DD_Combo.jpg?v=1754507286"}},"requires_selling_plan":false,"selling_plan_allocations":[],"quantity_rule":{"min":1,"max":null,"increment":1}}]

Say howdy honey (or should we say pucker up?) to our little friend, the Instant Plump Your Pucker lip plumper — where visibly plumper lips meets pleasure, without the pinch. Available in 7 high-shine shades, this non-sticky formula is formulated with Organic Jojoba Seed and Avocado oils, giving your lips a silky-soft feel while enhancing their natural volume. This ain’t our first rodeo…giddy up and get ready!

Shipping + Returns

[H4] Processing Time
We hate to make you wait, especially on new makeup! So at theBalm, we strive to process orders as soon as they’re received. Our standard processing time is between 2-7 business days; processing times may vary during sales, Holidays, or promotional events. No adjustments can be made on orders once they are placed. No pricing adjustments can be made on orders prior to sale or after sale.    Domestic USA Shipping
theBalm currently offers free standard shipping on all domestic U.S orders, in addition to Alaska and Hawaii (exceptions include Flash Sales and other site wide promotions. Please see our Flash Sale FAQ's page for details)! Our standard processing time is between 2-7 business days; processing times may vary during sales, Holidays, or promotional events, and may be further impacted by UPS, USPS or Fedex delivery times during COVID-19. FLASH SALE: $5 shipping charge for orders under subtotal of $35, Free shipping for orders over subtotal of $35. Excludes Alaska + Hawaii.Alaska, Hawaii, Puerto Rico Shipping
theBalm Standard Alaska, Hawaii, and Puerto Rico shipping is $30 or free for orders over subtotal of $150. Shipping fees may vary during sales, Holidays, or promotional events.
International Shipping
theBalm Standard international shipping is $30 or free for orders over subtotal of $150. Fees do not include duties or taxes. If you have questions regarding the duty or tax rate for your package, please contact your local postal service for more information. International shipping fees may vary during sales, Holidays, or promotional events, duties and taxes are not included in advertised shipping rates on thebalm.com and are the responsibility of the receiving customer.  Track your Order
We love new makeup, too! To track your order, click here and sign into your account.

Please note the below policy does not apply for BOGO's, bundles, or any value sets.
If for any reason you are unhappy with your purchase from theBalm.com, we will gladly accept your return if received within 30 days from the shipment date.
Unused product can be returned for either store credit to www.theBalm.com or a refund of the purchase price (not including shipping). Products purchased in bundles cannot be returned or exchanged. Returns on orders with a free gift will be refunded proportionately. The value of the free gift will be deducted from the refund if the gift is not returned.
We’d be happy to exchange any gently used products for store credit to www.theBalm.com if received within 30 days from the shipment date, for domestic USA shipments only, in addition to Alaska and Hawaii. We are unable to honor exchanges on International and Puerto Rico shipments.
We are unable to accept returns and exchanges of excessively used products or products not purchased from theBalm.com.
Please mail your return or exchange to the address below and include a reference to your order number. Turnaround time for processing your return is generally 3 business days, but can fluctuate depending on the time of year. Once the return has been received and inspected in our warehouse you’ll receive an email notification confirming your return.
If your return qualifies for a refund, your refund will be applied to the original form of payment. Please allow up to five business days for the refund to be processed by your bank.
If an exchange was requested you will receive an email notification with either tracking information or your merchandise credit to be used at theBalm.com.
Returns Address:            theBalm CosmeticsAttention: Online Returns9575 N Virginia StReno NV 89506 Please note that you are responsible for the cost of shipping the return or exchange to us.If your products were damaged during transit or items in your order are missing from the package, we kindly ask that you contact us within ten days of receipt.

Returns for products purchased through our Shade Match Service
Domestic U.S Customers ONLY, in addition to Alaska and Hawaii
We understand how difficult it can be when ordering foundations and concealers online, so we offer a Shade Match Guarantee for your convenience. If you did not get the perfect match on your first order, you can exchange the product for a different shade within 30 days at no cost to you. Please contact us at info@thebalm.com or live chat us during 9am-4pm PST to get shade-matched into your new shade. We will then help you exchange and receive your new shade. theBalm will cover all domestic continental US shipping costs on your replacement Anne T. Dote produc
15000 chars
SUB-PAGE (https://thebalm.com/collections/best-sellers/) Best Sellers – theBalm 
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+20Meet Matt(e) Hughes® Matte Liquid Lipstick
$ 1800
$ 18.00

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8 Very Fair Neutral
10 Very Fair Cool
14 Fair
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+8Anne T. Dotes® Tinted Moisturizer
$ 2500
$ 25.00

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1 Fairest Neutral
2 Fairest Warm
3 Fairest Cool
4 Fair Cool
+22Anne T. Dotes® Liquid Concealer
$ 1650
$ 16.50

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🛡️ Trust Signals — reviews, proof links, trust-theatre flag (Trust & Proof)
2186Review mentions (all pages)
4External proof links (all pages)
PageReviewsProof links
/ (home) 76 1
/products/oliver-dewy-face-drops/ 620 1
/products/plump-your-pucker-lip-gloss/ 1450 1
/collections/best-sellers/ 40 1
🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps (Identity & Authority)
Homepage — no schema detected (entity gap)
/products/oliver-dewy-face-drops/ 
{
    "@context": "http://schema.org",
    "@type": "Product",
    "offers": [
        {
            "@type": "Offer",
            "sku": "22483",
            "availability": "http://schema.org/OutOfStock",
            "price": 24,
            "priceCurrency": "USD",
            "priceValidUntil": "2026-06-03",
            "url": "https://thebalm.com/products/oliver-dewy-face-drops?variant=41818433683523"
        },
        {
            "@type": "Offer",
            "sku": "22484",
            "availability": "http://schema.org/OutOfStock",
            "price": 24,
            "priceCurrency": "USD",
            "priceValidUntil": "2026-06-03",
            "url": "https://thebalm.com/products/oliver-dewy-face-drops?variant=41818433716291"
        },
        {
            "@type": "Offer",
            "sku": "22482",
            "availability": "http://schema.org/OutOfStock",
            "price": 24,
            "priceCurrency": "USD",
            "priceValidUntil": "2026-06-03",
            "url": "https://thebalm.com/products/oliver-dewy-face-drops?variant=41818433749059"
        }
    ],
    "brand": "theBalm",
    "sku": "22483",
    "name": "Oliver Dewy™ Face Drops",
    "description": "Date night ready with your favorite plus one — Oliver Dewy Glow Face Drops! Choose from three stunning shades: peachy keen and sun-kissed, both with black currant oil, and golden glow, with niacinamide for its anti-inflammatory properties. Each shade is crafted with your radiance in mind, ensuring that summertime glow, even once the sun has set. Oliver is eye candy that never disappoints — after a night out with him, everyone will be asking, What's your secret to that glow?",
    "category": "",
    "url": "https://thebalm.com/products/oliver-dewy-face-drops",
    "gtin12": "681619821790",
    "productId": "681619821790",
    "image": {
        "@type": "ImageObject",
        "url": "https://thebalm.com/cdn/shop/files/OliverDewy-Ecomm-1_1024x1024.jpg?v=1743782084",
        "image": "https://thebalm.com/cdn/shop/files/OliverDewy-Ecomm-1_1024x1024.jpg?v=1743782084",
        "name": "Oliver Dewy™ Face Drops",
        "width": 1024,
        "height": 1024
    }
}
/products/plump-your-pucker-lip-gloss/ 
{
    "@context": "http://schema.org",
    "@type": "Product",
    "offers": [
        {
            "@type": "Offer",
            "sku": "21902",
            "availability": "http://schema.org/OutOfStock",
            "price": 18,
            "priceCurrency": "USD",
            "priceValidUntil": "2026-06-03",
            "url": "https://thebalm.com/products/plump-your-pucker-lip-gloss?variant=1719654547481"
        },
        {
            "@type": "Offer",
            "sku": "21903",
            "availability": "http://schema.org/OutOfStock",
            "price": 18,
            "priceCurrency": "USD",
            "priceValidUntil": "2026-06-03",
            "url": "https://thebalm.com/products/plump-your-pucker-lip-gloss?variant=1719654580249"
        },
        {
            "@type": "Offer",
            "sku": "21904",
            "availability": "http://schema.org/OutOfStock",
            "price": 18,
            "priceCurrency": "USD",
            "priceValidUntil": "2026-06-03",
            "url": "https://thebalm.com/products/plump-your-pucker-lip-gloss?variant=41920301334595"
        },
        {
            "@type": "Offer",
            "sku": "21905",
            "availability": "http://schema.org/OutOfStock",
            "price": 18,
            "priceCurrency": "USD",
            "priceValidUntil": "2026-06-03",
            "url": "https://thebalm.com/products/plump-your-pucker-lip-gloss?variant=1719654613017"
        },
        {
            "@type": "Offer",
            "sku": "21906",
            "availability": "http://schema.org/OutOfStock",
            "price": 18,
            "priceCurrency": "USD",
            "priceValidUntil": "2026-06-03",
            "url": "https://thebalm.com/products/plump-your-pucker-lip-gloss?variant=1719654678553"
        },
        {
            "@type": "Offer",
            "sku": "21907",
            "availability": "http://schema.org/OutOfStock",
            "price": 18,
            "priceCurrency": "USD",
            "priceValidUntil": "2026-06-03",
            "url": "https://thebalm.com/products/plump-your-pucker-lip-gloss?variant=1719654711321"
        },
        {
            "@type": "Offer",
            "sku": "22651",
            "availability": "http://schema.org/OutOfStock",
            "price": 18,
            "priceCurrency": "USD",
            "priceValidUntil": "2026-06-03",
            "url": "https://thebalm.com/products/plump-your-pucker-lip-gloss?variant=1719654744089"
        }
    ],
    "brand": "theBalm",
    "sku": "21902",
    "name": "Instant Plump Your Pucker® Plumping Lip Gloss",
    "description": "Say howdy honey (or should we say pucker up?) to our little friend, the Instant Plump Your Pucker lip plumper — where visibly plumper lips meets pleasure, without the pinch. Available in 7 high-shine shades, this non-sticky formula is formulated with Organic Jojoba Seed and Avocado oils, giving your lips a silky-soft feel while enhancing their natural volume. This ain’t our first rodeo…giddy up and get ready!",
    "category": "",
    "url": "https://thebalm.com/products/plump-your-pucker-lip-gloss",
    "gtin12": "681619821462",
    "productId": "681619821462",
    "image": {
        "@type": "ImageObject",
        "url": "https://thebalm.com/cdn/shop/files/PYP-Assets-eComm-1_1024x1024.jpg?v=1754507286",
        "image": "https://thebalm.com/cdn/shop/files/PYP-Assets-eComm-1_1024x1024.jpg?v=1754507286",
        "name": "Instant Plump Your Pucker® Plumping Lip Gloss",
        "width": 1024,
        "height": 1024
    }
}
/collections/best-sellers/ 
{
    "@context": "http://schema.org",
    "@type": "CollectionPage",
    "image": {
        "@type": "ImageObject",
        "height": 628,
        "url": "https://thebalm.com/cdn/shop/files/grey_theBalmCosmetics_logo_updated2017_noshape_copy_1200x.png?v=1660056272",
        "width": 1200
    },
    "name": "Best Sellers"
}

Your Diagnosis

Before revealing the machine’s verdict, predict the BS score for each signal. Higher = more BS (more fluff, less verifiable substance). Drag each slider, then submit to compare your judgment against the engine.

Information Density 0 / 30
Read the Narrative & headings: do hard facts (prices, dates, numbers) outweigh fluff power-words?
Semantic Coherence 0 / 20
Compare the homepage promise against the sub-page reality. Do they hold the same line?
Trust & Proof 0 / 20
Weigh review mentions against actual external proof links. Claims without verification = theatre.
Commodity Fingerprint 0 / 15
Check headings & narrative against the industry clichés in the setup above.
Identity & Authority 0 / 15
Inspect the schema: is there real Organization/Person identity with sameAs links, or gaps?
Your predicted BS score 0 / 100
💡 Stuck? Reveal the heuristic lens — how the deterministic page-auditor reads each signal (no AI, pure pattern rules)

These are the structural rules a local, deterministic auditor applies — the same lens you can use to judge each signal. They describe what to look for, not this company’s result.

Information Density

Classify each sentence as substantive or hollow. Grounding markers — numbers, currencies, dates, technical units, named entities — outweigh marketing adjectives. When fluff sits right next to hard evidence, the fluff is forgiven.

Semantic Alignment

Pull the main entities out of the H1, then check whether they actually recur through the body. A page that announces one thing and then talks about another drifts. Headings with no real sentences underneath read as pseudo-substance.

Trust & Proof

Count trust words (review, testimonial, rating, verified) against real outbound proof links (Google, Trustpilot, Clutch, G2, Yelp). Lots of trust language with zero verification links is trust theatre. Unlinked logo galleries count against it.

Commodity Fingerprint

Look at how much sentence length varies. Natural writing varies its rhythm; templated or mass-produced copy is statistically uniform. Very low variation reads as commodity content — unless unique named entities break the pattern.

Identity & Authority

Inspect the JSON-LD. Is there an Organization or Person schema, and does it carry sameAs links to real external profiles (LinkedIn, socials)? Missing schema or no identity declaration signals an anonymous entity.

Want to apply this lens yourself? The free BS Indicator Chrome extension runs these heuristic checks live on any page. Bear in mind it is a single-page, deterministic tool — it relies only on pattern rules for the page in front of it and does not perform the cross-page semantic correlation this audit uses, so its readout is a starting lens, not the full verdict.

B
BS Level
Beauty, Cosmetics & Personal Care
45.4 Avg BS

Based on 1453 businesses audited.

BS Detector

Beauty, Cosmetics & Personal Care BS: theBalm Cosmetics (thebalm.com)

https://thebalm.com 📍 Industry: Beauty, Cosmetics & Personal Care
37 BS / 100

theBalm is a high-substance brand that uses playful marketing as a wrapper for transparent product formulations rather than as a shield for lack of quality. While it leans on unverified internal reviews and lacks clinical citations, its commitment to INCI disclosure and unique brand identity keeps the BS score well below the industry average. It is a product-first site with a minor secondary layer of marketing fluff.

Info Density Power-words vs. Substance ratio.
10
33% BS
Semantic Coherence Homepage promise vs. Sub-page reality.
3
15% BS
Trust & Proof Verifiable evidence vs. Trust Theatre.
11
55% BS
Commodity Fingerprint Detection of industry clichés/templates.
7
47% BS
Identity & Authority Expert verifiability & Schema depth.
6
40% BS

Replace generic H2 headings like ABOUT and HELP with brand-specific value propositions to reduce template fingerprints. Add a dedicated Science or Laboratory page that links performance claims like ‘plumping’ to clinical study summaries or third-party lab results. Integrate Person schema for the founder or lead formulator to close the authority gap. Link the ‘Verified Buyer’ reviews to a third-party transparency platform like Yotpo or Trustpilot to increase the proof_links_count.

The site is an archetypal fit for the Beauty and Cosmetics industry, utilizing category-standard identifiers such as INCI ingredient lists and shade-matching services. The content focuses entirely on product-led metrics and aesthetic outcomes, confirming a 100% industry alignment.

“The score of 37 is primarily driven by the Trust and Proof pillar (11/20) due to unverified review volume and the Information Density pillar (10/30) for template repetition. The brand scored exceptionally well in Semantic Coherence and Commodity Fingerprint because its 'vintage' positioning is deeply integrated and consistent across the site. This is a Low BS site that provides more substance than the typical 'clean beauty' competitor.”

Verified Analysis Date: May 24, 2026 © 1EuroSEO Independent Evaluator — Non-Sponsored Result
Analysis Disclosure & Source Attribution

This training module utilizes a snapshot of public data from theBalm Cosmetics, captured on May 24, 2026, to demonstrate how machine logic evaluates different types of business narratives.

Purpose: This data is presented under “Fair Use” / “Educational Exception” for the purpose of forensic semantic analysis, allowing users to compare human intuition against machine-generated evaluations.

Notice to theBalm Cosmetics: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results provided by 1EuroSEO are intended as professional feedback to help improve any website’s machine-readability and authority signals. The 1EuroSEO BS Detection Tool is a free tool, and anyone can test any company to see how their content is interpreted by AI models.

Any company can use the insights for free and improve its voice by comparing it to industry clichés or competitors. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.

To all users: You are encouraged to visit the live site at https://thebalm.com to view the most current version of its content and learn from the source what this company is about and what it offers.

Brand AI Reputation