Findings: The minimalist beauty trend, emphasizing "quality over quantity," is expected to continue as economic pressures influence consumer choices. This trend focuses on high-quality, multifunctional products that offer maximum effectiveness with fewer ingredients or steps. Lucas Meyers Cosmetics by Clariant, an ingredients maker, has observed rising demand for innovative ingredients that streamline routines without sacrificing performance.
Key Takeaway: Consumers are gravitating toward products that provide confidence through proven efficacy and safety, making multifunctional and high-performing ingredients crucial in today’s beauty market.
Trend: The main trend is Minimalist Beauty, with a focus on high-quality, multifunctional ingredients in personal care products.
Consumer Motivation: Consumers are motivated by economic pressures and a desire for simplicity, seeking products that deliver effective results with minimal application.
What is Driving the Trend: Rising costs, increased focus on efficacy, and consumers’ preference for streamlined routines are driving this trend. The demand for fast, reliable results also contributes to the popularity of multifunctional products.
People Referred to in Article: Maybelline Tan, regional marketing manager for Lucas Meyers Cosmetics by Clariant, discusses the consumer shift toward minimalism and the importance of performance-oriented products.
Description of Consumer Product or Service: Consumers are looking for high-quality, multifunctional beauty products that enhance skin health and minimize steps. Examples include Lucas Meyers Cosmetics’ Corneopeptyl, an anti-aging ingredient, and Pickmulse, an award-winning, surfactant-free emulsifier with sensory benefits.
Consumer Age: Primarily Millennials and Gen Z (20-40), who prioritize simplicity, safety, and efficacy in their beauty routines.
Conclusions: The minimalist trend underscores a broader shift toward high-performing, multifunctional products that respond to economic and lifestyle demands. Ingredients that support simplified routines are essential in meeting consumer expectations for efficacy.
Implications for Brands: Beauty brands should focus on developing multifunctional products that promise clear, proven results with fewer ingredients or steps. Highlighting efficacy and safety is essential to gaining consumer trust.
Implications for Society: This shift reflects a societal focus on mindful consumption, with consumers prioritizing essentials and avoiding excess in response to economic pressures.
Implications for Consumers: Consumers benefit from high-quality, multifunctional products that simplify their routines and provide visible results, promoting both convenience and value.
Implication for Future: The demand for minimalist, high-performance beauty products will likely grow, with innovation in multifunctional ingredients continuing to shape the industry.
Consumer Trend: Quality-Driven Minimalism
Consumer Sub-Trend: Demand for High-Performance, Multifunctional Ingredients
Big Social Trend: Mindful and Economical Consumption
Local Trend: Rising popularity of multifunctional beauty products in Asia
Worldwide Social Trend: Shift toward simplified, efficacy-focused personal care
Name of Big Trend Implied by Article: Minimalist Beauty Movement
Name of Big Social Trend Implied by Article: Quality-Over-Quantity Mindset
Social Drive: Economic constraints and the demand for effective, streamlined beauty routines.
Learnings for Companies to Use in 2025: Companies should prioritize developing multifunctional ingredients that enhance product efficacy and sensory appeal, meeting consumer demand for simplicity and quality.
Strategy Recommendations for Companies to Follow in 2025:
Focus on Multifunctionality: Develop products that serve multiple purposes, offering convenience without sacrificing performance.
Invest in Proven Efficacy: Ensure that products deliver visible, reliable results and highlight these benefits in marketing.
Enhance Sensory Appeal: Create products with pleasant sensory experiences, as this can drive consumer satisfaction and well-being.
Final Sentence: The minimalist beauty trend emphasizes high-quality, multifunctional products that provide effective results and streamlined routines, aligning with consumer expectations for value and efficacy.
What Brands & Companies Should Do in 2025: Brands should focus on creating simplified, high-performance products that resonate with the minimalist trend. Emphasizing efficacy, multifunctionality, and sensory benefits will allow brands to meet consumer needs for quality and convenience in a cost-conscious market.
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