Minimalist beauty: a look at the current trends within the movement

The minimalist beauty movement reflects profound shifts in the way consumers understand cosmetics and adapt their purchasing behaviors. Across the world, cosmetic consumers are getting smarter and more conscious about their choice of products and brands. At a time where economic, social and geopolitical crises are intersecting, many are resetting their priorities, with these renewed principles extending to beauty. 

In this context, it’s possible to speak of a new breed of conscious consumer, who is looking to streamline their routines to maximize efficiency and efficacy, using as few products as possible. This is the essence of the new minimalist beauty movement, which seeks beauty formulations that focus on simplicity and are kind to the skin, planet, and pocket.

Gone are flamboyant, multi-step routines with long lists of synthetic ingredients. In their place multitasking products powered by natural active ingredients are emerging. These consumers are value-for-money oriented, measuring results against cost. But who are these consumers exactly? Why are they such a powerful new movement? And how can brands appeal to these redefined concerns? Here, we take a closer look.

Minimalist beauty: meaning, according to brands that embrace the concept

A Google search for “minimalist beauty” provides a glimpse of what this concept entails for a number of brands and experts that have emerged to embrace the “minimalist cosmetics” narrative in the last years.

Simply put, minimalist beauty refers to an approach to cosmetics that emphasizes simplicity both in formulations as well as beauty routines. For minimalist beauty, less is always more. This general philosophy manifests in various ways: from transparent, shorter ingredient lists to simplified beauty routines and products that prioritize multi-functional, versatile products. Additionally, minimalist beauty favors clean, unfussy packaging, and claims that suggest the backing of cosmetic professionals and dermatologists.

Who are the new minimalist beauty aficionados?

The demographics driving the new minimalist beauty movement are millennials and Gen Z. The key markets were initially Scandinavia and Japan, where consumers looked for natural multitaskers with a medical aesthetic. The evolution and spread of minimalist beauty is charted by Mintel, which traces the preference for multifunctional products back to the effects of the pandemic, when “29% of women switched to multifunctional products”; according to this specialized research, the movement has been reinforced since, materializing in “cutback behaviours (…) set to intensify in the face of inflation, paving the way for ‘skinimalism’”.

Now, this movement has gone global, gaining increasing power in emerging economies where younger consumers comprise the lion’s share of the market. 

What’s more, minimalist beauty also appeals to an emerging market of consumers looking for gender neutral products, to further streamline the contents of the medicine cabinet.  

These young, diverse, and open-minded consumers are also environmentally and socially conscious. They make purchases based on these concerns, rejecting conspicuous consumption in favor of a few well-chosen products in order to reduce waste. This is where the emphasis on efficacy comes in: products have to be based in nature and proven by science, so they really pass the test of time.

This interplay of trends and movements is reflected in specialized research carried out by Mintel in the 2025 Global Beauty and Personal Care Trends report, which highlights the new focus on “embracing simplicity”, “prioritising functional efficacy”,  and a “demand [for] a seamless connection between ethical practices and high-performance beauty solutions.” 

What influences purchase decisions for minimalist beauty seekers?

These consumers are approaching beauty counters with more confidence than ever before. The key thing brands need to remember is that they do their research. In fact, minimalist beauty consumers are typically interested in every aspect of the product’s development, from research, to sourcing and packaging. They want to be certain that their regime is sustainable from every angle, from lab to empty container. This is where efforts to build an ethical, sustainable supply chain become key for brands looking to embrace the minimalist beauty trend.

Furthermore, minimalist beauty seekers also demand products that are financially sustainable as well as environmentally sound. Through embracing these new, limited routines, this type of consumer aims at reducing the excess costs associated with a complex beauty regime. For example, many will push multitasker principles as far as they can go, looking for products that combine makeup and skincare. This not only reduces the scope of their beauty routine, but also the cost.

Provital’s sustainably sourced multitaskers: your allies for building a minimalist beauty catalog

At Provital, sustainability is at the core of our principles – that’s why we represent crucial allies for brands looking to join the minimalist beauty movement. We have developed various multitasking active ingredients, based in nature and informed by science. One such example is Ethicskin^TM, which we developed as part of a collaboration with local farmers in Queretaro, Mexico.

Derived from the flowers of Cuateteco, or Mexican arnica, this ingredient enhances skin condition at a cellular level by triggering multiple endogenous mechanisms of the main epidermal and dermal cells. These broad-spectrum benefits come as a result of its action on keratinocytes and fibroblasts, which are involved in skin hydration, inflammation, hyperpigmentation, and oxidative stress. Learn more about this powerful ingredient for minimalist beauty, and many more, in our CareActives catalog.