Customer insight: The rise of minimalist beauty routine

One of the most remarkable insights from this year is conscious consumption and the new perception of beauty products: Skinimalism.

This trend is a new wave of natural, minimal or no-makeup beauty looks where your real skin shines through, the brands embrace values such as efficacy and efficiency, with less ingredients and a sustainable design.

Based on a WGSN report, consumers are increasingly seeking beauty products that can be used as a lipstick, eye shadow, blush and color corrector all in one. During post-pandemic, our beauty routine is leaning towards hybrid products that cut down the need of multiple steps which especially resonate with green-minded shoppers and simplify the digital marketing strategy.

The increase in appeal of multiuse products brought more options to the market, especially for those who are not really into make-up, including myself. Below, I share my most loved products in my beauty routine.