The skinimalism trend continues with opportunities in makeup and haircare on the horizon, according to WGSN
Skinimalism – where consumers seek to simplify skincare routines – had gained a lot of traction during the peak of the COVID pandemic in 2020. In the UK, for example, this was the year consumers have drastically scaled back their routines to take a minimalist, back-to-basics approach. approach, leading to an overall drop in prestige products, according to the NPD Group. Globally, Euromonitor International said it is the skinimalism trend that will fuel a continued rise in skincare, ultimately driving growth in the broader beauty and personal care market in the years to come.
So what exactly did the skinimalism trend look like today? And what sort of opportunities were on the horizon for the industry?
“All-in-one hybrids” for power and efficiency
According to WGSN TrendCurve: Skinimalism 2.0report example, skinimalism had moved from edited routines to routines that prioritized effectiveness and efficiency – “supporting flexible lifestyles through products that deliver more with less”.
“…What started with 10-step diet modification and decluttering has morphed into smart beauty hacks that prioritize potency, efficiency, and all-in-one hybrids that streamline beauty routines. and reduce waste, says the report.
WGSN said skinimalism, a trend it has tracked since 2019, remains “stable”to 8.2% penetration on beauty social media in March 2022. And in terms of category, skincare continued to hold the lion’s share of conversation, along with serums, sunscreens, creams moisturizers and face masks the most discussed products on social networks.
Subsequently, makeup was foundation, blush, primer, and eyeshadow the most talked about products.
“The makeup category is seeing increased penetration as demand for skincare-makeup hybrids increases,” the report said. “The foundation has the highest penetration at 12%, likely attributed to its easily-convertible formulation to include skincare-infused ingredients in tints and lightweight foundations.”
Beyond that, there were new opportunities on the horizon, WGSN said. “Growing categories include color cosmetics, haircare and bodycare as brands translate skinimalism across all beauty categories to further streamline beauty routines.” Shampoos, conditioners and hair masks, for example, were spaces in which to innovate.
Innovators and Early Adopters Continue to Engage Consumers
From a consumer perspective, WGSN said mainstream interest in skinimalism has grown the most during the COVID-19 pandemic, but it’s still innovators and early adopters who have led the charge with the adoption and engagement in this space.
And most of these consumer groups indulged in skinimalism for the performance and benefits offered by such routines. The exception was the Innovators – a group that engages with these products because of star ingredients.
Overall, however, it continued to be a movement driven by mindful consumption and intentionalism across all consumer groups, WGSN said.
Moving forward, WGSN brands wanting to succeed in this space have had to develop offerings tailored to everyday life, whether on the go or taking time out for wellness.
“Positioning products to ‘skinimalists’ and ‘super basics’, consumers who value quality, simplicity and frugality with a no-fuss mentality,” said WGSN.