How brands can get 'skinimalism' to work for them

By Jo Allen 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?


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.

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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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