Lack of information, which I feel covers a lot of smaller pet peeves! This runs the gamut from being incredibly nondescript when it comes to product shades, formulas, etc., not providing ingredients or disclosing fragrance, and not having swatches or having totally useless (aka digitally created)...
— Christine
source https://www.temptalia.com/what-is-your-number-one-pet-peeve-about-brands/
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