Why beauty brands should really pay attention to the skinimalism trend

By Sarah Parsons 29-Apr-2021

The 'less is more' skin care trend may be about achieving a glowing complexion, but it's also a vital lesson on sustainability and rethinking archaic business models

Why beauty brands should really pay attention to the skinimalism trend

When it comes to skin care, the category and consumers have long pushed the ethos that 'more is more' – the more products you use, the more you will glow.

From ten-step routines to ever increasing active percentages, perpetuated by the Instagrammable #shelfie, skin care's success in recent years has arguably been based on extravagance.

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However, just as there is too much of a good thing, excessive ...

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