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When we talk about skin minimalism, or “skinimalism”, we are referring to a trend that encourages you to let your skin take center stage rather than hide behind layers of makeup. As the name suggests, skinimalism is a concept that prioritizes skin health and adopts a minimal approach to let your skin shine through.
However, it does not imply that you should throw away your favorite serum or foundation. Instead, it encourages you to take a few steps back to reduce the number of products and active ingredients, harness the power of multi-tasking products, and commit to a more sustainable beauty routine.
With people spending more time indoors due to recurrent lockdowns, the focus is on natural skin care, and a "less is more" approach. A Mintel report titled How COVID-19 Accelerated The Hybrid Makeup Trend states that the increasing popularity of skinimalism can be explained by two consumer attitudes.
First, consumers' shrinking budgets and desire for clean formulations is encouraging them to focus on essentials only and commit to a reduced beauty routine. Second, consumers are becoming more eco-conscious and seek products with minimum environmental impact. Beauty brands that boast a minimal approach to beauty, with transparency, value for money, and green claims, can meet the demand for this new consumer trend.
The transition from layering on product after product to a minimalist regime is easy when you understand the ingredients and functions of your cosmetic products. For instance, when it comes to moisturizers, instead of using two products – one for the day and another for the night – a single, versatile product can be an advantageous alternative.
It is equally important to know the advantages of multi-tasking products: when formulated well, these products can contain more than one active ingredient with multiple benefits.
According to Mintel, in a move away from multi-step routines, the proportion of women in the UK using just one product to cleanse their face increased from 25 percent in 2018 to 28 percent in 2019. At the same time, the proportion of women using four or more products to cleanse had fallen sharply from 26 percent in 2018 to 18 percent in 2019. The report also suggests almost three in 10 women have reduced the number of products in their facial skin care routine, with young eco- and cost-conscious Millennials aged 20 to 29 most likely to have simplified their routines.
The skinimalism approach requires a simple care routine, which is a relief for those who do not have the money for multiple products or the time for long-winded routines. DKSH is focused on the science of simplicity with the launch of ‘Simplience’, its formulation concept for the personal care industry. Taking the minimalistic approach to personal care forward, the key aspects of Simplience are simplicity, clean beauty, sustainability, and the use of fewer ingredients. With Simplience, DKSH aims to reduce its carbon footprint by developing simple, yet innovative, formulations and help companies adapt to and gain from the Skinimalism trend. Contact us to learn more.
Chris Ridgewell is General Manager, Personal Care Industry at DKSH Australia. With more than 25 years-experience in the FMCG and Specialty Chemicals industries, Chris connects global manufacturers with leading Australian companies in the Personal Care and Home Care & Institutional sectors to support product innovation and operational excellence.