‘Skinminimalism’ strips beauty back to the bare minimum

According to the Harvard Medical School, the average woman uses twelve different beauty products every day, between cleansers, fragrances and makeup to name only a few. Creating a beauty routine that only involves a couple of products, which are proven to be both efficient and chemical-free, is the pared-down recipe for healthy, natural skin. “We really wanted to simplify the life of consumers and rationalise their choices because we realised that people were completely lost in the amount of products on the market,” says Cedric Rimella, CEO and Co-Founder of natural brand I.D. Swiss Botanicals which offers a range of only four basic products made out of CBD. “Our products are filled with attractive actives that work well together and are easy to use, transport and understand.”

As our lifestyle has changed over the past year, consumers have revaluated the need for accumulating stuff in favour of a simpler and higher quality of life. The cosmetics industry produces 120 billion units of packaging globally every year – the majority of which aren’t recyclable – and using fewer products also equals less waste. If the ‘less is better’ philosophy is anything to go by, a growing breed of beauty brands is banking on one good effective product which can often work for many skin types and assist with multiple skin concerns. All it needs is the right high-quality ingredients and the optimal formulation.