The shift towards a “less is more” philosophy
Unable to afford and maintain 'high-maintenance' beauty routines, a growing number of consumers are shifting towards a minimalist approach to beauty. As minimalists, they focus on using just a handful of products that do their job, and do it well. By adopting a “less is more” philosophy, consumers are able to reduce time and money spent on their beauty routine and instead allocate it towards more meaningful experiences that enrich their lives.
This shift explains why cost effective, time saving "two-in-one" products such as Micellar water, dry shampoo and BB creams have achieved staggering growth. We also see this moving into packaging, marketing and repertoire.