The trend towards a more minimal approach to beauty has been steadily increasing for years but since Covid-19 this “more natural” approach has become mainstream and far reaching.
Gone are the days of overly contoured and “caked on” layers of makeup that once dominated YouTube and social media. With face masks covering a large portion of our faces and many of us working from home – makeup is less important than good skin and hair care. It’s time to welcome no makeup or the no makeup look. I for one, am happy for the change.
So what is minimalist beauty? Simply put, less is more when it comes to ingredients, packaging, communications and beauty steps.
The US is one of the few markets that does not require more transparent ingredient labeling on beauty brands. The EU has adopted transparent in gradients as well as legislation banning harmful ingredients in cosmetics years ago. The American consumer is seeking clarity and transparency on beauty brands, thus the rising sales of natural and handmade beauty brands. In a 2019 poll from the Honest Product for Cosmetics & Personal Care, 94% of shoppers say they need more honesty and transparency from brands on their product ingredients. The reality is that without transparency consumers do not trust the brand. Consumers want to know the ingredients, how/where they came from and that there was no harm in the process; like animal testing.