Spreading Clean Beauty

The demands driving the new minimalist beauty movement

Post-pandemic, consumers are getting smarter. The implications of this global crisis caused many to reset their priorities and regimes, and these renewed principles extend to beauty. This new breed of conscious consumer is looking to streamline their routines to maximize efficiency and efficacy, with as few products as possible. This is the essence of the new minimalist beauty movement – products that are kind to skin, planet, and pocket.

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

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

This clean, unfussy packaging favored by minimalist beauty aficionados suggests dermatologist backing and short, easy-to-understand ingredients lists signal a no-nonsense approach. This packaging aesthetic 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 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 last the test of time.

What influences their purchase decisions?

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; these consumers will be interested in every aspect of the product’s development, from research, to sourcing, to packaging. They want to be certain that their regime is sustainable from every angle, from lab to empty container.

They also want products that are financially sustainable as well as environmentally sound. These new, limited routines aim to reduce the excess costs associated with a complex beauty regime, and brands should take note. 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

Provital has sustainability at the core of our principles – that’s why we back the minimalist beauty movement. We have developed various multitasking active ingredients, based in nature and informed by science. But one example is EthicskinTM, which we developed as part of a collaboration with localfarmers 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, and many more, in our CareActives catalog.

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