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What is skinimalism?

Published by

  • Valerie Wong Technical Marketing Associate
Published on:
Thursday 15th August 2024

Ever heard the phrase “less is more”? Consumers are ditching their long, multi-step skincare routines and embracing minimalism, hence, “Skinimalism”. Skinimalism is about having a simplified skincare routine which only includes essentials, without sacrificing the results.

Dermatologists, consumers, influencers and even brands are all talking about skinimalism. #skinimalism has had over 2 million posts on TikTok and continues to grow. As an ingredient supplier dedicated to meeting evolving customer needs, we are excited to offer innovative solutions to help you meet this trend. 

Photo of a red haired woman with white skin's back. You can see a lot of her skin which is flawless. She is looking off to the side but you cannot see most of her face. 

Understanding consumer behaviour: why is skinimalism a growing trend?

According to Euromonitor, consumers are on a quest for skinimalism. They are looking for sustainable brands and multifunctional products to streamline their routine. Here are several trends shaping the market and supporting the growth of skinimalism.

1. Sustainability

More individuals are re-evaluating their consumer habits and incorporating a more sustainable lifestyle. With this, they choose multi-functional products and embark on skinimalism, resulting in less product consumption and less waste. To meet consumer demands, brands are offering products with sustainably sourced ingredients and packaging. To further stand out, brands can explore putting together a routine for various skincare concerns while keeping sustainability in mind.

2. Skin barrier

Previously popular multi-step routines have led to confusion among consumers and in a saturated market where there are so many products to choose from, consumers feel overwhelmed with choices. According to No7 research, 87% of British women are confused about which skin care products to use. Layering products incorrectly may lead to compromised skin barrier, dryness, irritation, redness, and even worsen existing skin conditions. Thankfully, consumers are aware of the consequences and are moving towards more targeted, kinder, streamlined skincare routines.

3. Productivity and practicality

Alex Fisher, Global Skincare Analyst at Mintel, observed that more women are turning away from multi-step routines, hoping to reach the same glowing result without putting in the same amount of time. Multi-step routines are more costly and time-consuming. With a streamlined routine, consumers can focus on the targeted skincare concern, reducing costs and saving time.

Why should you get on board with the trend?

Skinimalism is the end result of several long-term trends affecting the beauty industry. Namely, trends towards simplicity, sustainability and effectiveness. While the term might not last forever the underlying trends show no signs of going away so developing products that are multi-functional yet sustainable is a must for businesses in the skin care space.

Minimalist yet effective blends for skin & hair

We offer a wide range of blends that help brands create simple minimalist products without much hassle. With blends for hair care and skin care, there is something for every application.

SP Rejuvasoft™ MBAL – a minimalist blend to rejuvenate and soften hair

Rejuvasoft is a standalone conditioning chassis, with sulphate-free and vegan suitable credentials. It can act on its own as a robust chassis or in combination with other hair care actives, delivering various benefits in a simple, easy-to-use pastille.

Just add water and heat to create a premium conditioning base with minimal ingredients. A variety of product formats from light, detangling sprays to thick and rich masks can be created.

Bar graph showing peak load % of benchmark a, a lead mass market at 95.2%, benchmark b, a leading mass natural at 96.1% and rejuvasoft at 94.5% then also showing the total work% of benchmark a at 89%, benchmark b at 92.4% and rejuvasoft at 84.4%
 
Figure 1 Detangling and conditioning performance of the Rejuvasoft Simple Conditioner compared to two leading brand conditioners on dry European dark bleached hair

Bar graph showing peak load % of benchmark a, a lead mass market at 99.3%, benchmark b, a leading mass natural at 97.3% and rejuvasoft at 98.3% then also showing the total work% of benchmark a at 98.7%, benchmark b at 97.4% and rejuvasoft at 97.8% 

Figure 2  Detangling and conditioning performance of the Rejuvasoft Simple Conditioner

 

Arlatone™ Duo – All you need for 2-in-1 wash products

Arlatone Duo is an optimised blend of mild foaming detergents, waxes, structuring and pearlising agents. It facilitates the production of white, creamy formulation, especially where multi-functional ‘2-in-1’ combined cleansing and moisturising benefits are claimed. This product is recommended for use in shower creams, body scrubs, facial scrubs and washes, make-up removers, foot cleansers and body and facial cleansing milks and creams.

To help various brands hop onto this trend, we held a webinar to provide information on how the minimalist market is growing. During the webinar, we had a live session with our Lead Applications Scientist to demonstrate how easy it is to formulate with our newly launched minimalist blend. We also recommended products with minimal ingredients for maximum value from Croda. You can still watch the webinar at the link below.