Minimalist beauty in the cosmetics industry is an approach that favors simplicity, purity, and authenticity. It draws inspiration from the famous adage “less is more”, promoting the idea that fewer products, but of better quality, can be sufficient to achieve optimal results in skincare and makeup.
This approach moves away from complex routines and the abundance of beauty products in our bathrooms, in favor of a more sober and streamlined approach.
Key Principles of Minimalist Beauty and Some Figures
Simplicity in Service of Effectiveness
Minimalist beauty promotes simpler and more effective skincare routines. Rather than accumulating multiple products, the focus is on a few essential but highly effective products tailored to each individual’s specific needs. For example? A vitamin C serum with a few base components. Or a vegetable oil combining two or three additional active ingredients at most.
The idea? Keep only what is truly necessary, avoiding superfluous steps. It’s also possible to “use multi-purpose products, such as a blush that can” be used on the eyes and lips as well.
A Demand for Total Brand Transparency
Brands positioning themselves in the minimalist beauty sector must be transparent with their customers about the composition and effectiveness of their products. They must provide clear information on the ingredients used, their origin, and their benefits for the skin, without which customers might see it as marketing opportunism.
This transparency allows consumers to make informed choices and feel confident about the products they use.
Product Sustainability
Minimalist beauty also incorporates strong eco-responsible values: so-called “minimalist” brands commit to favoring natural ingredients, not always certified organic, but as sustainable as possible.
The goal? To reduce the impact of cosmetics on the planet while preserving natural resources as best as possible. Let’s remember that the cosmetics industry is a particularly polluting sector.
The beauty sector is said to be responsible for 0.5 to 1.5% of the planet’s GHG emissions. Emissions amount to 40% for the consumption of cosmetic products and 20% for packaging
(Study It’s Time to Make up the Future
published in 2020 by the Swiss consulting firm Quantis).
Beauty That Advocates for the Natural
This trend also promotes the natural beauty of each person.
The “idea? To encourage self-acceptance and the enhancement of unique features, rather than seeking” conformity to beauty standards as dictated by society. And needless to say, we are well served in this regard. For both men and women.
At a time of excessive use of filters on social media and the smooth, perfect faces in magazines, the reminder that these brands insist on aligns with the rise of movements like “nofilter” or “body positive”.
Minimalist products primarily aim to improve or address skin issues, without excessively masking or transforming natural features.
Minimalist Beauty: A Post-Pandemic Rise
The latest Worldpanel study reveals that the Covid-19 pandemic and the rise of remote work have transformed beauty habits: figures show a 28% decrease in cosmetics use across all markets compared to pre-pandemic levels, with women opting for simpler routines. The study also reveals that more and more consumers are now favoring higher quality products.
This trend, far from being localized, is spreading worldwide, from Korea to the United States and through Europe. And any beauty addict can observe it by going on YouTube or TikTok with the skip-care
trend (beauty routine focused on the concrete needs of the skin) and recently lazy girl skincare routine
(routine that focuses on the essentials).
Thus, unsurprisingly, the rise of minimalist beauty coincides with a more global worldwide approach, common to several sectors. Responsibility, quality, efficiency, and simplicity. A “mantra” to summarize the approach? Less is more.
Rather than overloading the skin with multiple products, we choose effective formulations, offering visible results without cluttering the bathroom with unnecessary products. This approach also allows consumers to better manage their beauty budget by investing in high-quality products that last longer.
It’s a minimalist trend that goes against the excess of products, the creation of new gestures, new tools that complicate skincare. Fewer steps, shorter formulas, and more traditional ingredients like vitamin C and retinol. The success of skinimalism is also explained by the environmental dimension as it favors degrowth by refusing the proliferation of packaging
, Sophie Strobel, Beauty Consultant.
For cosmetic brands, integrating these key principles into their marketing strategy allows them to position themselves in a market that is already established on a global scale.
Time to develop an adapted and effective marketing strategy for the “skipcare routine”
Integrating minimalist beauty principles into a marketing strategy involves adopting a comprehensive and coherent approach, both in communications and collaborations (with “other brands or influencers),” as well as in the products and services offered. But how to proceed? What are the essential points of attention for companies wishing to truly stand out?
From the brand positioning, the “emphasis on simplicity, authenticity, and transparency as core values is essential. Communication about these commitments and how they are reflected in all aspects of the company should be clear and evident, and all brand actions must be consistent with these principles. Down to the smallest details! Why? Because accusations of greenwashing can also ‘arise’, simply due to” an advertising error or collaboration mistake.
Products consistent with the values defended
First pillar to position as a minimalist brand: reduce the number of products in the range to a minimum by offering essential but highly effective products. One product = one need.
A telling example? The global cosmetics brand Lush, which aims to produce only one product per identified need for its target audience. Whether it’s a moisturizer or a mask dedicated to acne-prone skin, to name just a few references.
Another importance: the formulations of these products must be of “natural origin, sustainable, and without superfluous ingredients”. And above all, specify it. Your digital or print communication materials should be reassuring elements highlighting the labels held, production methods or ingredient extraction, countries of origin.
Finally, good products, yes, but with eco-friendly packaging, it’s better! Minimalist, recyclable, and sustainable packaging is also part of this trend. The goal? Avoid over-packaging and use environmentally friendly materials.
Understanding target consumer concerns
Developing a so-called “minimalist” brand requires understanding the market inside out, and therefore, knowing precisely the claims expected by consumers, their age, their budget, the labels they prefer, the active ingredients that inspire them, their needs, or even reference brands.
This consumer knowledge must be based on comprehensive data: market studies, surveys, analysis of internet user interactions on the subject, emerging influencer accounts, trending hashtags in the minimalist beauty sector…
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Communicate, communicate, communicate!
Clear communication on all the aforementioned elements is essential. And this transparency also involves an educational step: through product descriptions, newsletters, social media content, packaging…
Concretely? Details on the benefits of active ingredients, the reason for their presence, the countries where raw materials come from, production methods, support for associations, etc.
And to perfect it all, a minimalist visual identity: it reflects the very essence of minimalism championed by the brand. Light and soothing colors, clean designs without frills.
Involving Your Community of Ambassadors and Influencers
The emergence of a minimalist brand certainly depends on its products and traditional communication tools, but what makes the difference is, ultimately, the engagement of loyal and satisfied consumers. In other words: your community.
They are the primary brand ambassadors and you must call upon their support: encourage them to share their opinions and experiences, take advantage of UGC shared on social media to acquire new customers, collaborate with minimalist skincare influencers, seek help from your loyal customers to create future formulations…
To develop a genuine community and launch an impactful ambassador program, it’s this way:
