Why beauty brands should really pay attention to the skinimalism trend

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

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.

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

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