Simplified aesthetics: exploring the popular trends shaping the minimalist beauty movement
Modern Minimalism in Cosmetics: The Millennial and Gen Z Revolution
The cosmetics world is witnessing a paradigm shift as consumers, particularly millennials and Gen Z, increasingly favor simplified, yet effective beauty solutions. This new approach, known as minimalist beauty, represents a significant change in consumer behavior and purchasing decisions.
Minimalist Beauty: Clarifying The Concept
A quick online search reveals that minimalist beauty is more than just a buzzword for several cosmetics brands and experts. At its core, the minimalist beauty movement emphasizes simplicity in formulations and routines. It calls for fewer, effective products that are gentle on the skin, earth, and wallet. This philosophy manifests in various ways, such as transparent ingredient lists, streamlined routines, and products prioritizing multifunctional benefits. Additionally, minimalist beauty prefers minimalistic packaging and candid claims backed by cosmetic professionals and dermatologists.
The New Face of Minimalist Beauty
The primary demographic driving this movement is millennials and Gen Z. Initially, it gained traction in Scandinavia and Japan, where consumers sought products with natural multi-tasks and a medical aesthetic. Now, the trend has taken the globe by storm, gaining significant power in emerging economies where the younger population forms a substantial market share. Furthermore, minimalist beauty appeals to those looking for gender-neutral products, streamlining their bathroom cabinets even further.
These young, diverse, and progressive consumers are also environmentally and socially conscious. They focus on purchasing products that not only align with their values but also reduce waste. The emphasis on efficacy stems from their desire for products based on nature and backed by science, ensuring they deliver results over time.
The Power of Informed Purchases
Minimalist beauty consumers are well-informed, extensively researching every aspect of the product's development, from research to sourcing and packaging. Brands looking to capitalize on this trend must focus on building an ethical, sustainable supply chain. Consumers are also interested in products that offer lasting value, both economically and environmentally, reinforcing the multitasking trend by seeking products that combine makeup and skincare.
Allies in Minimalist Beauty: Provital's Multitasking Crowns
At Provital, our commitment to sustainability makes us an ideal partner for brands embracing the minimalist beauty trend. We've developed various multitasking active ingredients, each backed by science. For instance, our offering includes Ethicskin, created through collaboration with local Mexican farmers.
Derived from the flowers of Cuateteco (Mexican arnica), Ethicskin enhances skin condition at a cellular level. Its broad-spectrum benefits are a result of its influence on keratinocytes and fibroblasts, key players in skin hydration, inflammation, hyperpigmentation, and oxidative stress. To explore more about this potent ingredient and many others, check out our CareActives catalog.
[4] IBISWorld, "Millennial Consumption of Personal Care Products," 2018.[5] McKinsey & Company, "The State of Beauty 2020," 2020.
- The cosmetics industry's shift towards minimalist beauty caters to consumers' preference for simpler, effective solutions, a change led primarily by millennials and Gen Z.
- Minimalist beauty prioritizes transparency in formulations, streamlined routines, and products that offer multifunctional benefits, aiming to be gentle on the skin, earth, and wallet.
- The appeal of minimalist beauty extends beyond cosmetics, as it resonates with consumers who are environmentally and socially conscious, focusing on reducing waste and purchasing ethically and sustainably sourced products.
- Brands aiming to capitalize on this trend need to focus on building an ethical, sustainable supply chain and offering products that combine makeup and skincare benefits.
- At Provital, our commitment to sustainability aligns with the minimalist beauty movement, as we've developed various multitasking active ingredients that offer broad-spectrum benefits, such as Ethicskin, derived from Mexican arnica flowers.
- To learn more about our multitasking active ingredients, check out our CareActives catalog, including details on Ethicskin and other potent ingredients that deliver results over time.
