We’ve heard of minimalism, which is the philosophy of less is more. It is about choosing to live with only the things that you need and get rid of anything extra. Can the philosophy be applied to the beauty dressers, which are loaded with gels, serums, lotions, moisturisers, masks, oils, and more? Yes, enter skinimalism: a word coined by Pinterest, which is all about minimalism in your beauty and makeup routines. Predicted to be the biggest trend for 2021, it is about letting your natural skin texture shine through. “In 2020, we had extra time to focus on bettering our skincare game and became comfortable with our natural selves. This movement celebrates natural beauty with a focus on real, healthy-looking skin taking the place of pride,” says Sonal Sachdev, director of strategic planning at Leader Healthcare Group.
1. How pandemic brought about the change
“Minimalism is a continuation of 2020 as we saw a huge number of consumers, especially millennials, saying no to makeup and yes to a basic and organic beauty regime that lets the inner glow shine through to reflect bare beauty,” shares Abhish Chandhok, general manager marketing, The Himalaya Drug Company. Sarah Gardner, head of beauty, Lifestyle, couldn’t agree more. “The pandemic has changed the way people think and it is no longer about covering up your flaws but more about embracing who you are and being far more accepting of each other.” Nisha Ganapathy, group product manager, DermoViva, Dabur International, makes an interesting observation that social media further encouraged this trend as users witnessed this global change with even celebrities endorsing it.
2. Less is more is the new mantra
Between the 10-step Korean skincare routine and the countless serums, acids and high-tech tools in the market today, it’s easy to get carried away with skincare. Experts suggest keeping it simple is the best way to go. “Undoubtedly, the consumers now have a deeper connection with their well-being and know that ‘less is more’ when it comes to skincare. That’s the starting point,” feels Nisha. At the offices at Leader Healthcare, regular meetings with clients are held to discuss the importance of skin health and they too have observed a change lately. “Everyone is more open to letting their true self shine through their natural looks. Women are moving away from always being in makeup. It’s quite amazing to see both genders start taking care of their skin and embrace their natural beauty,” adds Sonal.
3. Keep it simple
Skincare routines do not have to be complicated and tedious. Maintain the ritual of cleansing, toning, and moisturising. Manju Choudhary, managing director, Radiant Splendorous Mothers (RSM) International and distributor for Mamaearth, MEA region, says, “People are also increasingly finding the effectiveness of natural skincare products, thereby making it easy for them to adopt simple steps that do not require spending more time applying a wide variety of creams and other skincare products.”
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