How brands can get 'skinimalism' to work for them

By Jo Allen | Published: 11-Mar-2022

With more than two million hashtags on TikTok, 'skinimalism' is on the up in 2022. But within an newness-driven industry, how can brands find success with a 'less is more' approach?

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This article was originally published in the March issue of Cosmetics Business Trend Report

Engaged skin care consumers are now abandoning lengthy multi-step routines in favour of a more simplistic and pared-down approach. Skinimalism has entered as a key trend in beauty, and it's gathering momentum.

This second insight in March's skin care trend series explores why skinimalism is so relevant in 2022, and what brands can do to respond to this consumer shift.

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