When less is more, effective and multifunctional

First developed for sensitive skin, minimalist formulas are now expanding to a broader market.  Minimalism is a formulation challenge consisting in reducing the number of INCI names used in a product to 10 or less.  For consumers, minimalism is a simple and clear formulation approach highlighting the essential properties, origins, benefits, and percentages of the materials as consumers are still demanding maximum efficacy even though the ingredients have been pared down. 

This new purchasing pattern is motivated not only by self-care but also by environmental and animal rights causes, as well as the desire to be informed and educated about product purchase.  It is driving today’s consumers’ purchase behaviour; 56% of US consumers have stopped buying products from brands/retailers if they believe they are unethical (source: The Ethical Consumer US 2015). 

Urban lifestyles lead to an increasing number of people suffering from sensitive skin, sleep deprivation, emotional or physical stress, and travel. Pollution and excess sun exposure are also affecting the skin.  One in two women across the world declares having sensitive skin (source: Mintel).  More than 60% of men aged 25-34 in France, Italy, and Spain agree the effects of pollution on the skin are worrying and sensitising ingredients in personal care formulas can worsen the situation.  The more elements added, the higher the risk for sensitive skin to react.  Therefore, this consumer group is looking for minimalist and efficient products to get the best of both worlds.