Wondering what the next big beauty trend is going to be? How about skinimalism?
The beauty industry has shifted to embracing simplicity, quality, and effectiveness. That’s what skinimalism stands for.
The trend has been gaining a lot of popularity and social media platforms, such as TikTok and Instagram, have spotlighted it. Designer swimsuits brand Heidi Klein explores what is motivating people to adopt a minimalist approach to their skincare and where skinimalism fits within the 2022 beauty industry.
It comes as no surprise that beauty fans have taken a liking to skinimalism, as it incorporates two of the biggest trends right now: minimalism and conscious beauty. The first stands for having fewer possessions, which in return makes you feel freer. According to 360 Market Reach, minimalism as a consumer trend will hit nearly every market segment in 2022. In the middle of February 2022, Google search interest for “minimalism” reached its highest since the end of March 2021.
Conscious beauty will also permeate the 2022 skincare trends, according to Linchpin SEO. At least 83% of Gen Z buy natural and organic skincare products. They prefer cruelty-free products that consist of plant-based and water-efficient ingredients.
Based on that, skinimalism embodies a less-is-more approach to skincare, incorporating high-quality and sustainable beauty products.
Skinimalism emerged as a trend during the height of the pandemic. Amidst the temporarily closed retailers, lack of active social life, and more time at home, people swapped the glam for the fam.
That took its toll on the luxury beauty industry, as sales dropped by 23% in 2020, according to the NPD group. But the self-care trend didn’t die, and people started seeing their skincare routine as a nurturing activity and an expression of self-love.
Emma Fishwick, account manager of NPD UK Beauty, said that in 2022 “face cream, facial cleanser, and facial exfoliators are the three sub-segments where consumers have gone back to basics, whilst some ‘additional steps’, such as eye treatments and masks, have declined in importance in face skincare as consumers have ‘skinimised’ what products they’re using”.
Whether it was the economic or the health concerns, the skinimalism trend was bound to emerge. In fact, Pinterest’s 2021 Trend Predictions Report forecasted skinimalism as one of the biggest trends of 2021, and so it was.
In 2022, the skinimalism trend is here to stay.
In an interview with Vogue, Dr Anna Puri of Skinora UK commented: “I expect that 2022 will see more people opting for simpler skincare routines and a minimalistic approach. After a few trials and errors, many of our clients are starting to realise that less is more when it comes to skincare and that using too many products doesn’t guarantee effective results; it can sometimes even do the opposite. Simply keeping your skin hydrated and protected can make a big difference.”
So, what is making skinimalism so attractive to people?
According to biochemist and skincare specialist Elle MacLeman, using multiple skincare products can disrupt your skin’s pH balance and damage your skin, especially if you use the wrong products.
As a result, your skin becomes more susceptible to ailments, such as acne, dryness, and redness. But if you implement a simpler routine and use high-quality products and ingredients, you can easily achieve healthy, glowing skin.
Skinimalism promotes sustainability in many ways. First of all, using fewer products means producing less waste. Second, natural products forego the use of certain chemicals and compounds involved in the manufacturing process, which are harmful to the environment. Third, ethical and fair trade products promote fair working conditions.
Consumers are driving the conscious beauty trend forward. According to a recent report from Nosto on the future of beauty and skincare e-commerce, 68% of consumers are driven by products described as “clean”. Moreover, 59% of respondents are influenced by products advertised as “natural and organic” and those described as having “sustainable packaging”.
Instead of spending lots of money on lots of cheap but complex and ineffective products, with skinimalism, you’re investing in high-quality products that will last you a long time and are good for your skin and the environment.
It’s fascinating how trends emerge in line with the times we live in, how they reflect consumers’ behaviour and lifestyle, and how they’re here to better our life. In 2022 and beyond, skinimalism, amongst other beauty trends, is shaping the industry and changing perceptions of beauty for the better. We’re slowly moving towards a more natural and sustainable way of living, and that’s beautiful!