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Less is More: Exploring the 'Skinimalism' Trend and the Growing Demand for Transparency

Written in collaboration with Tamás Pilinyi

White cream on white background, minimalistic skincare.
Photo by Kaffe Bueno & Ron Lach

As we dive into the world of popular products and skincare trends, it becomes evident that there is a growing interest in adopting a minimalistic approach to skincare. Skinimalism focuses on curated beauty cabinets, simplified regimens, and transparent and reparative active ingredients to achieve desired results.

As we have learned from the peak of complex skincare routines, more doesn't always mean better. Over-complicating our regimens can compromise our skin barrier and lead to increased sensitivity. Minimal skincare routines, on the other hand, allow our skin's natural functions to shine. The philosophy of ‘less is more’ is supported by using well-formulated products with hero ingredients in the right concentrations.

Skinimalism isn't just about simplifying; it's about finding the best products that actually work. For example, a multitasking serum with few but researched and established ingredients can eliminate the need for various products. In this article, we will explore the benefits of skinimalism, the benefits of simplifying our skincare routines, and the products and ingredients that support this approach.


  • The skinimalisim movement

  • The importance of transparency of ingredients

  • The need for trustworthy and strong active ingredients

  • Kaffe Bueno’s contribution

The Skinimalisim Movement

With the emergence of repeated lockdowns leading to increased indoor time, there has been a shift in focus towards natural skincare and adopting a "less is more" mindset. According to a Mintel report titled "How COVID-19 Accelerated The Hybrid Makeup Trend", the emergence of skinimalism can be attributed to two key consumer attitudes. Initially, users are opting for essential products only, embracing a simplified beauty routine due to tighter budgets and a preference for clean formulations. Additionally, buyers are displaying a heightened eco-consciousness and are actively seeking out products that have minimal environmental impact. Beauty brands that prioritise a minimalist approach, while emphasising transparency, value for money, and eco-friendly claims, are well-positioned to cater to this emerging consumer trend.

Supporters of the skinimalism movement believe that excessive skin care treatments can be counterproductive and potentially harmful to the skin. Engaging in the habit of constantly purchasing and applying new serums and moisturisers can lead to an inconsistent and ineffective routine, yielding minimal results. To add insult to injury, using products without conducting proper research, especially when combined with other active ingredients, can cause irritation, and have long-term detrimental effects on the skin. In essence, the overuse and uninformed application of skin care products can aggravate the skin rather than improve its condition. Instead, skinimalists aim to select the most fitting products not just for their unique skin types, but also according to their ethical considerations.

The importance of transparency of ingredients

The importance of transparency in skin care is growing as the skinimalism trend continues in 2023, according to a recent article from Cosmetics Designs Europe. Consumers are increasingly seeking honest information about skin care products, including ingredient lists, formulations, and manufacturing processes. This shift in consumer behaviour is pushing skincare brands to adopt a more transparent approach. Providing comprehensive information allows enthusiasts to make informed decisions and tailor their skincare routines to their specific needs.

Oil for skincare under production, transparency of ingredients.
Photo by Kaffe Bueno

In addition to ingredient transparency, the demand for sustainability, ethical sourcing, and environmentally friendly packaging is driving the importance of transparency within the skincare industry. Consumers are increasingly concerned about the environmental impact of their skincare choices and are actively seeking products that align with their values. They want to know if the ingredients are responsibly sourced if the manufacturing processes are eco-friendly, and if the packaging is recyclable or made from sustainable materials.

By prioritising transparency in these areas, skincare brands can not only gain the trust and loyalty of environmentally conscious consumers but also contribute to a more sustainable and responsible industry as a whole. When brands are transparent about their practices, it allows consumers to make choices that align with their values and supports companies that are actively working towards reducing their environmental footprint. This is particularly important in an industry where misleading claims and greenwashing can be prevalent. Consumers are increasingly savvy and want to ensure that the products they use are backed by reliable information and are not simply marketing gimmicks.

The need for trustworthy and strong active ingredients

As of 2022, a significant majority, specifically 82% of women who use facial skincare products, express a desire for brands to go the extra mile in substantiating the efficacy of their products. These consumers are looking for tangible evidence that supports the claims made by skincare brands regarding the benefits and outcomes of their offerings. When it comes to skinimalism, the credibility and potency of the ingredients contained in the few products selected to play an especially important role when navigating the market and its offerings.

Adopting a less-is-more philosophy, what aspects of our skin care routine should we consider eliminating?

The suggestion from skin care experts is to prioritise effectiveness over quantity. According to one professional, the key is to establish a simple routine incorporating only essential skin care products that effectively hydrate, protect, and repair the skin. It is advised to stick to a regimen that consists of a cleanser, sunscreen, and moisturiser, as this combination offers optimal results while being manageable and consistent.

Kaffe Bueno’s contribution

Different forms of coffee, ground, sustainable oil and raw form
Photo by Kaffe Bueno

Discover the power of simplicity without compromising efficacy with Kaffe Bueno's ground-breaking ingredients. Meet KAFFOIL-R®, KAFFAGE®, KAFFIBRE® and KAFFAIR® – ingredients that revolutionise how we see beauty by streamlining routines while delivering exceptional results:

  • KAFFOIL-R® offers a sustainable alternative to argan and palm oil. Derived from coffee by-products, it mimics palm oil's functional properties, packed with nourishing palmitic and linoleic acids. From body lotions to hair oils, face serums to under-eye treatments, KAFFOIL-R™ enriches various personal care products, simplifying skincare routines without compromising on active ingredients.

  • KAFFAGE®, an extraordinary upcycled biopolymer, serves as an anti-ageing remedy with its high antioxidative and anti-glycation activity. Its natural emulsifying and antimicrobial properties make it ideal for BB creams, foundations, concealers, and more. With different shades available, KAFFAGE® enables formulators to mimic various skin tones, reducing the need for various additives.

  • KAFFIBRE®, an upcycled natural exfoliating ingredient, replacing harmful microbeads. It offers gentle yet effective exfoliation in scrubs, soaps, lotions, and facial creams.

  • KAFFAIR® was designed specifically for the scalp and hair. This innovative treatment offers a range of cleansing and protective benefits, making it an ideal addition to shampoos (both standard and dry), conditioners, scalp revitalizers, scalp oils, hair masks, and treatments. With its natural coffee-derived hues, KAFFAIR® enhances the users’ experience without dyeing the hair.

At Kaffe Bueno, we are committed to simplifying skincare routines while ensuring optimal results. Unlock the potential of our scientifically advanced ingredients to embrace a minimalist approach to beauty. These cutting-edge compounds provide multifaceted solutions that eliminate the need for a multitude of products, delivering comprehensive nourishment, protection, and rejuvenation to skin and hair.


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