The other night, fuelled by a cup of herbal tea and a restless brain, I did what any skincare obsessive does at 11pm, I started Googling the latest skincare trends.
Among the buzzwords “natural barrier support” and “fermented botanical oils”, one word stopped me mid sip, skinimalism.
What’s that, I hear you ask? In a tiny nutshell, “less is more” skincare is trending.
At long last, the beauty world is shifting away from the 12-step routines and overflowing bathroom shelves we were once told we needed, and instead embracing simplicity. Fewer products, smarter ingredients, and a gentler approach to skin. Naturally, I nearly fell off my chair.
The Rise (and Fall) of Too Much Skincare
Let’s rewind. In the 1980s and 1990s, skincare routines were refreshingly simple, a face wash and moisturiser, maybe a toner. No one talked about layering six different serums, and you certainly didn’t need an entire shelf dedicated to skincare.
Things began to shift in the early 2000s when brands like Clinique and Dermalogica introduced more targeted products, think spot treatments, eye creams, resurfacing toners. Skincare was evolving, but still manageable.
Then, around 2014 to 2016, everything changed. The Western beauty world embraced the Korean 10–12 step routine, and suddenly multi-step layering became the standard for “proper” skincare. Toners, essences, serums, ampoules, sheet masks, night packs, it was all in, all at once.
By the late 2010s, skincare had turned into a full-blown ritual. Social media poured fuel on the fire, selfies, hauls, GRWM (get ready with me) videos. Skincare wasn’t just about skin anymore, it was a status symbol, a personality.
Fast forward to now, 2025, and there’s a new shift. Post-pandemic, many people are rethinking everything, including their skincare. The rise of “skin fasting” and barrier repair paved the way for "skinimalism". A quieter, more conscious movement that’s gaining momentum by the day.
So What Is Skinimalism?
"Skinimalism" is about intentional simplicity. Not laziness. Not doing nothing. Just doing enough. The right things, not all the things (Amen).
A typical routine might look like, a gentle cleanser, a nourishing moisturiser, and maybe one purposeful serum or oil, depending on your skin’s needs.
That’s it, no 10 steps. No beauty calendar, just real skincare that respects your skin and your sanity.
Will Skincare Brands Be Happy?
Let’s not pretend this shift is good news for everyone. The skincare industry has made billions convincing us that more is better.
So now that “less” is becoming the vibe, what happens?
Will brands quietly hike prices to compensate? Will they dress up minimalist formulas in luxury packaging to keep the margins juicy? Or will some genuinely lean into the change, even if it means taking a hit to their profits?
The big question for me is, if less really is more, will the industry let it be? Or will we end up with “skinimalist” routines packed with the same old nonsense, just rebranded for trendiness? Let us not forget the 97% natural skincare hype? What ingredient was the other 3%, unicorn tears, diesel or plastic emulsion?
This Is Where It Gets Personal And I Proudly Can Blow My Own Trumpet
For me, "skinimalism" wasn’t a strategy, it was instinct.
When I launched Olive & Joyce in 2021, "skinimalism" wasn’t trending. It didn’t even have a hashtag. However I knew in my gut that I wanted something better for my skin, for the planet, and for the people I hoped to serve.
So I designed and handmade a two-step routine, a nourishing oil cleanser and a deeply hydrating moisturiser. That’s it. No extra serums. No “just in case” eye creams. Just two beautifully crafted, nutrient-rich formulas that actually work.
From day one, I chose the slower path, sell you less, serve you better, bringing us back to basics. Your skin deserves calm, not chaos. I promise you this, our minimalism isn’t about marketing, it’s about meaning.
A New Future (That Looks a Bit Like the Past)
"Skinimalism" might be the buzzword of today, but in spirit, it takes us back to the simplicity of decades past. Back when we weren’t so overloaded with choice. Back when skincare felt manageable and dare I say it, enjoyable.
So as the industry shifts and the hype fades, I’m hopeful. Hopeful that we’re entering a new chapter. One where skincare is smarter, gentler, slower. One where you get to decide what your skin needs, and not the algorithm or skincare industry.
To those who have been with us from the beginning, thank you for trusting our two-step story. To those of you just discovering us, welcome to the calm side of skincare.
With love and a very proud heart,
Emily x
P.S. Our two-step routine is always here if you’re ready to simplify. No fluff. No fuss. Just real skincare that works.