In the $19 billion ‘prestige beauty’ segment, labels that define themselves as ‘natural’ grew by 14% year-on-year. In contrast, brands that positioned themselves as ‘clean’ grew by a remarkable 39% according to market research firm the NPD group. But what’s the difference between natural and clean? Consumers often conflate the two, assuming the terms are interchangeable.
True enough, ‘clean’ products will often favor natural ingredients. However, this is only half the story. Clean brands will often incorporate safe, gentle man-made ingredients to enhance efficacy. Take luxury skin care brand Ren (which means ‘clean’ in Swedish); inspired by his wife, the founder sought to create products that were free from irritants but didn’t use natural extracts at the expense of effectiveness.
This approach speaks to the increasingly powerful conscious consumer. People want safe, sustainable products that care for their skin and the environment. They want these products to be effective, unfussy, and natural wherever possible. Here, we discuss the clean and minimal beauty trend and explain why Provital’s Easy-Peasy Essence is the perfect addition to a mindful skin care routine.
Mindful minimalism and the less-is-more beauty philosophy
Sustainability is an increasingly pressing consumer concern. Instead of high volume, single-use, or throw away products, people are increasingly following a mantra coined by fashion designer Vivienne Westwood: “buy less, choose well, make it last.” Consumers are becoming more mindful, taking a more minimalist approach to their purchasing habits.
The same goes for the beauty industry. As pointed out by Sarirah Hamid, the founder of beauty trend insights firm Pretty Analytics, consumers are looking to buy less but get more. That is, they want to use fewer products but get the same (or better) results. Through the lens of the clean beauty movement, consumers look for minimalist beauty routines with targetted ingredients carefully curated to tackle specific skin concerns. Take Japanese brand Mirai Clinical, whose flagship product is a Skin Balancing Sugar Oil that contains just one ingredient.
Streamlined routines with Easy-Peasy Essence
This less-is-more philosophy means products need to be effective. This is why essence is integral to a minimal beauty routine. Developed by the Korean beauty industry, facial essence enhances the benefits of concentrated products, but with a lighter texture. Essentially, they combine various elements of a skin care routine into a single step, for use as a toner and serum before moisturizer. Essences enable greater absorption of the actives by priming the skin so products can penetrate deeper, leaving skin soft and glowing.
With this approach in mind, Provital developed Easy-Peasy Essence. Focussed on intense hydration, this essence contains Hydromanil™ for long-lasting hydration. This powerful active captures and assimilates it into the skin for all-day moisturization. This is supported by the essence’s transformational texture whose green encapsulated pigments turn white on contact with the skin, enhancing the glow effect. To supercharge the benefits, we recommend using this essence as a base for a powder ampoule.
Clean, simple, beautiful
As the clean beauty movement gains traction, brands need to respond to the demand for simplicity. In line with more awareness about sustainability, consumers are embracing the less-is-more philosophy. They want fewer products and maximum efficacy, with carefully chosen, natural ingredients that care and nourish. The essence format is essential to these streamlined routines. Easy-Peasy Essence enhances the effectiveness of actives in a single step – making intensive skin care treatments easy-peasy.
This lightweight formula does double-duty as a toner and essence, saving you an extra step as it turns back the hands of time to reveal the dewy-fresh skin of youth.
Translucent essence with green small balls.
Dispense one or two full pumps of essence into your palm. Use fingertips to dot on forehead, cheeks, and chin. Gently smooth over the skin in an outward and upward motion, starting from the center of the face.
All skin types.
|PHASE||INCI / PCPC||TRADE NAME||SUPPLIER||w/w %|
|A||Aqua (Water)||Deion. Ster Water||88.48|
|Pentylene Glycol||A-Leen® 5||Minasolve||3.00|
|Phenoxyethanol, Ethylhexylglycerin||Euxyl® PE 9010||Schülke & Mayr GmbH||0.80|
|1,3-Propanediol||Bio-Propanediol||Connect Chemicals Italia S.r.L||3.00|
|Aqua(Water), Glycerin, Hydrolyzed Caesalpinia Spinosa Gum, Caesalpinia Spinosa Gum, Potassium Sorbate, Sodium Benzoate||Hydromanil™ HGL MS||Provital||2.00|
|C||Aqua Water), Citric Acid||Citric Acid 50%||0.02|
|D||Iron Oxides (CI77891), Iron Oxides ( CI77289), Ethylcellulose, Silica Dimethyl Silylate, Zea Mays(Corn)Starch, Lauric Acid, Polyglyceryl-10 Stearate||Magicolor 150W/G||Biogenics||0.30|
China and Vegan compliance
97.2% Natural Origin Content