Get ready for the ultimate beauty and personal care experience at **in-cosmetics Global 2025** in **Amsterdam**! Join industry experts, innovators, and leading brands from around the world to explore the latest trends, cutting-edge ingredients, and transformative technologies in the cosmetics and skincare sectors. Whether you're looking to network, discover new opportunities, or gain insights into the future of beauty, this event is not to be missed. **Register now** and secure your spot at the premier event in the beauty industry!
The trend toward "fewer, better products" is significantly shaping consumer behavior in the beauty industry. Consumers increasingly prioritize quality over quantity, seeking products that are effective, functional, and align with their personal values. This shift is driven by a growing skepticism toward overhyped products and complex routines, leading to a preference for simple, authentic beauty products with minimal ingredients. The "slow living" trend encourages brands to focus on sustainability, authenticity, and thoughtful engagement, creating products that resonate personally and evoke wellbeing through sensorial experiences and nostalgic scents.
Why Minimalism Is Redefining the Beauty Industry
Several factors are fueling this trend towards minimalism in beauty. At the forefront is the growing fatigue with cluttered bathroom cabinets, paired with an increased awareness of sustainability and ethical consumption. Over the last decade, massive product launches and viral trends led to excessive purchasing, but many consumers are now questioning whether they truly need countless serums and palettes.
Additionally, consumers are seeking higher-quality, multi-functional products that reduce decision fatigue while delivering reliable results. A single product that hydrates, protects, and rejuvenates often feels more empowering and practical than layering three or four. This focus on quality over quantity is particularly strong among younger generations, who are more likely to evaluate purchases through a lens of transparency, ethics, and sustainability. Gen Z and millennials, for example, are leading the demand for brands that align with their values.
And of course, there is a rising awareness of sustainability and the environmental impact of excessive consumerism. Many consumers are embracing minimalism, highlighting the importance of quality over quantity, as mentioned before.
How Minimalism in Beauty is Shaping Global Trends Across Demographics and Regions
Specific demographics and regions are embracing minimalism in beauty more than others. For instance, China's Gen Z is adopting "lazy health" practices, integrating low-effort wellness into their fast-paced lifestyles. In Europe, there is a strong demand for eco-friendly and sustainable beauty products, with consumers prioritizing transparency and environmental impact. In the United States, a significant portion of consumers is trying to use fewer products to be more sustainable, reflecting a preference for pared-back, streamlined collections.
Minimalism in beauty appears to resonate the most globally with urban dwellers, where busy lifestyles and reduced living spaces make simplicity a necessity. Regions like Scandinavia and Japan have long embraced minimalist ideologies, and their approach has influenced beauty philosophies worldwide.
As I mentioned in the last answer and before, millennials and Gen Z stand out as key demographics championing this shift. These tech-savvy, research-driven consumers often prioritize mindful consumption. They lean heavily on reviews, ingredient lists, and certifications, making choices that reflect a desire for products that are not only effective but also align with their ethical principles.
However, it would be short-sighted to view this as an exclusive movement. Many older consumers, while less vocal on social platforms, are also seeking streamlined routines driven by simplicity, quality, and elegance.
Redefining Beauty: How Minimalism and Sustainability Are Shaping the Industry
Beauty brands are responding to the demand for less clutter and more purposeful products by developing straightforward, effective offerings that align with the slow living values. They are emphasizing sustainability, authenticity, and ingredient safety, crafting products that enhance emotional wellbeing through soothing scents and textures. Brands are also focusing on multifunctional formulations that meet diverse consumer needs while conserving resources, establishing themselves as leaders in environmental stewardship. Moreover, the industry is seeing a rise in "quiet beauty," where consumers seek products that prioritize efficacy and functionality, allowing brands to tap into a more discerning consumer base.
With this growing demand for intentional products, beauty brands have pivoted in creative and meaningful ways. Today, we’re seeing fewer extravagant, multi-launch collections and a stronger focus on curated offerings that promise versatile use and high performance.
Luxury brands have also tapped into this trend by downsizing product lines or emphasizing the longevity of their solutions. Drugstore brands are also finding ways to adapt.
Packaging innovation is another key element of the response. Many brands are committing to recyclable, refillable, or biodegradable materials, reducing their ecological footprint while appealing to eco-conscious buyers.
This movement toward minimalism isn’t just a fleeting trend—it represents a cultural shift that aligns with values of sustainability, authenticity, and intentionality. For consumers, the promise of decluttering their routines and returning to essentials feels both liberating and responsible.
For beauty brands, this shift is an opportunity to build trust and longevity with their audiences. By prioritizing thoughtful design, transparency, and environmental commitment, these brands can rise above the noise and move toward creating purposeful relationships with consumers.
The beauty landscape is changing, and the message is clear: fewer, better products are not just simplifying routines—they’re reshaping the definition of beauty itself in a more thoughtful and sustainable way.
Andrew McDougall, Director, Beauty and Personal Care, Mintel will be speaking in the Marketing Trends Theatre at in-cosmetics Global on all three days. On Thursday 10th April 11:30-12:15 the session is entitled Think Slow, Move Fast: Less Clutter, More Impact
in-cosmetics Global returns from 08-10 April 2025 at RAI Amsterdam, The Netherlands. For more information and to register to attend, visit here.
