What Is Skinimalism:
Skinimalism is a growing trend in the beauty and personal care industry, driven by consumers who value simplicity, effectiveness, and intentionality. A shift is reflected towards a streamlined routine using fewer, high-performing products with purposeful application, prioritising results over excess. This trend first grew during the pandemic; with remote working and social distancing, there was less pressure to wear full makeup, and people became more focused on self-care rituals. This shift accelerated the demand for healthy and glowing skin.
An approach like this favours fewer multitasking products that enhance natural features, such as tinted moisturisers, lightweight concealers, cream blush or bronzer, brow gels, and tinted lip balms or oils.
Searches for “easy skincare routine” have surged by 1,043% (Google, 2024), reflecting consumers’ growing focus on value and efficacy. Multifunctionality is a key proposition that brands should take advantage of. Allure Magazine has highlighted 'simplicity and multitasking products' among 2025's biggest skincare trends; consumers are shifting away from complex, multi-step routines. Experts and dermatologists in the article have cited that using too many products can lead to irritation, breakouts, and barrier disruption. Consumers will start taking the route to use simpler routines to reduce the risk of upsetting the skin’s balance. Mintel 2025 trends have highlighted that consumers will no longer work harder on their beauty routines but work smarter, maximising their effectiveness with minimal effort.
Trending Products in the Category:
Trending products in the skinimalism category all follow a key theme: multi-functionality. Consumers now prefer simpler routines with products that do more. The Rhode Beauty Milky Toner hydrates and strengthens the skin barrier, replacing the need for multiple products. Fenty Beauty Match Stix Shimmer Skin Stick works as a highlighter, blush, and eyeshadow and is lightweight and blendable. Laneige Cream Skin Cerapeptide Toner and Moisturiser is a 2-in-1 K-beauty hybrid packed with ceramides, peptides, and hyaluronic acid. And the Benefit Benetint Lip & Cheek Stain gives a natural flush to both lips and cheeks. These trending picks prove that less really can be more.
Ingredients from our Partners:
Evonik
Vecollage® Fortify L (vegan collagen), SPHINOX® Immulance and SKINMIMICS® PRO MB (ceramides for barrier function), and SK-INFLUX® V MB (skin-identical lipids), as these multi-tasking ingredients support skin resilience and barrier health with fewer products.
Lubrizol
Glucam humectants for mild moisturising and conditioning, Hydramol™ TGL ester for emolliency and moisturising from the water phase, and the naturally derived, biodegradable Carbopol BioSense polymer to provide a velvety feel without the need for silicones. These ingredients focus on simple formulations with minimal ingredients to achieve effective, gentle results.
Stephan
STEPAN-MILD® GCC, a natural co-emulsifier with antimicrobial properties.
