Time for skinimalism to shine

Does a new year have to mean a new you? For many of us, the festive season is a time for excess, meaning we crave simplicity and minimalism in our daily routines come January – and our skin is no exception.

During the last decade, skincare routines became ever more complex – using multiple, single function products. Not only was this time consuming and costly, it could also lead to flare ups for sensitive skin. Now we’ve seeing a return to the use of fewer, multifunctional products.

Over the last 18 months, we’ve seen a move away from multi-layered beauty rituals in favour of a ‘less is more’ approach with fewer products. This phenomenon, termed ‘Skinimalism’ was dubbed one of the biggest beauty trends for 2021 by Pinterest Business* and it’s set to continue.

According to new research by Avon, only 10% of women now use more than five daily skincare products, with 64% of women using no more than three**.

As job insecurity became a reality for so many, so did frugality. DIY, budget-friendly skincare treatments have become more popular than ever, with our go to beauty magazines and websites providing easy beauty solutions straight from the kitchen***, and so while the time we invest in taking care of our skin may remain high, our spending on multiple, single-benefit products is a luxury that savvy beauty shoppers may no longer want to prioritise.

Hannah Roberts, Global Brand Director, says: “The proliferation of single-note skincare products has been confusing for consumers to apply, and confusing for the physiology of their skin. Multifunctional hero products can deliver better results with highly concentrated formulas, enable a simpler skincare and beauty routine, offer value for money and are a more sustainable option – we expect the popularity of such products to grow. Less but BETTER is key.”

As such, multi-tasking products satisfy consumer desire for the best in scientific skincare, paired with good value for money. With this, though, the challenge has been set for beauty brands to avoid blinding consumers with science or unclear marketing claims when discussing product capabilities and benefits. Clearly, the science behind these products and their benefits are key, but the language that brands use needs to be clear and accessible.

If you’re intrigued but don’t know where to start, why not try out our Serum Foundation? Enriched with Vitamin C, Vitamin E and Antioxidants, as well as SPF30 and PA+++, this foundation provides the coverage you’d expect from a traditional foundation, whilst also moisturising and helping to improve your complexion over time. It also protects against both UVA and UVB exposure – the ultimate product for those who are following the Skinimalist beauty trend. Check out our Serum Foundation on your local Avon website.

* https://business.pinterest.com/en/content/pinterest-predicts/skinimalism/

** 2021 study of 4,009 Women 18+ in UK, Poland, South Africa and The Philippines. Study commissioned by Avon, conducted by Opinium

*** https://www.goodhousekeeping.com/beauty/anti-aging/tips/g527/diy-natural-skincare/