A New Trend Centered Around an Old Idea
If we can consider one positive thing that came out of the COVID-19 pandemic, it must be the regression to a more simplified lifestyle. As many of us stayed safe at home, we felt we didn’t need to maintain our regular skin and makeup routines. People of all genders maintained their hair and nails at home, bought less unnecessary facial products (because they typically weren’t even available!), and generally hunkered down, hanging out with only themselves or their families. While many predicted a massive comeback to skin and beauty care consumerism, the opposite has happened. Consumers realized they don’t need all their pre-pandemic personal care products. Simplicity is in.
From cleansers to beauty products, #skinimalism is undoubtedly trending in 2022. The hashtag has over 2.8 million views on TikTok, displaying a wide range of skinimalism tips, tricks, and product suggestions.
Is Skinimalism as Simple as it Sounds?
Pretty much. A blend of skin and minimalism, skinimalism is probably precisely what you’re thinking. The focus of this trend is casting aside all we’ve had ingrained in our heads regarding covering up imperfections and blemishes. Those participating in the skinimalism movement are paring back to a simple cleansing and moisturization routine and even using less makeup. Consumers realize that the products they used to buy are often unnecessary, expensive, or full of harsh ingredients.
Two are Better than One
Skinimalism is all about getting back to basics and, if possible, combining two jobs into one. Why purchase two separate items if you can find one that performs double duty? Solid cleansing is a strong contender in this category. Younger generations, aged 18-34, are our most significant target market, and they want safe, sustainable, and simple products (Mintel, Soap, Bath and Shower Products - US - 2022). Personal care products that cleanse hair and body, like Every Man Jack’s All Over Bar, are growing in popularity for that reason.
Sources
Bacharach, Elizabeth, and Annie Tomlin. “‘Skinimalism’ Is the Simple Approach to Skin Care That Will Give You a Healthy, Glowing Complexion.” Shape, 10 May 2022, www.shape.com/lifestyle/beauty-style/skinimalism-beauty-trend
“Soap, Bath and Shower Products - US - 2022 : Consumer Market Research Report | Mintel.Com.” Mintel Store, www.store.mintel.com/report/us-soap-bath-and-shower-products-market-report