Once defined by maximalist routines and product filled vanities, beauty is undergoing a quiet revolution – one defined by simplicity.
From skin-first routines to subtle, neutral-toned nails and barely-there make-up, minimalist beauty has emerged as one of the most powerful movements reshaping consumer behaviours and brand strategies across the industry.
As Jane Fulcher, Head of Content at search and content agency Greenpark, explains: “The clean girl aesthetic, which is based on a minimalist approach to beauty, is a major trend happening in celeb culture and on social media.
“This trend as a whole seems to be a reaction to the very made-up looks of the mid 2010s.
“It is partly the natural cycle of trend aesthetics, but also linked to the rise of skin care as the beauty product of choice.”
Indeed, this shift was accelerated by the pandemic, when consumers began prioritising skin health, nourishment and inner wellness.
Heavy contouring and high-coverage foundations began to feel outdated, replaced by a preference for multipurpose products, skin tints and glowing complexions that reflect vitality from within.
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