WGSN: Colour cosmetics and hair care ‘categories to watch’ in skinimalism

Skinimalism – where consumers seek to simplify skin care routines – had gained plenty of traction during the COVID pandemic peak in 2020. In the UK, for example, this was the year consumers pared down routines considerably to adopt a minimalist, back-to-basic approach, resulting in a decline in overall prestige products​, according to the NPD Group. On a global level, Euromonitor International said it was the skinimalism trend set to fuel a continued surge in skin care​, ultimately driving growth across the wider beauty and personal care market in coming years.

So, what exactly did the skinimalism trend look like today? And what sort of opportunities were on the horizon for industry?

‘All-in-one hybrids’ for potency and efficacy​

According to WGSN’s TrendCurve: Skinimalism 2.0​ sample report, skinimalism had evolved from edited-down routines to routines that prioritised efficacy and efficiency – “supporting flexi-lifestyles via products that offer more with less”.​

“…What started as editing down 10-step regimens and decluttering has evolved into smart beauty hacks that prioritise potency, efficacy and all-in-one hybrids that streamline beauty routines and decrease waste,” ​the report said.

WGSN said skinimalism, a trend it had been tracking since 2019, remained “stable”​ at 8.2% penetration across beauty social media as of March 2022. And category-wise, skin care continued to hold the lion’s share of the conversation, with serums, sun creams, moisturisers and face masks the most talked about products across social media.

Thereafter was makeup, with foundation, blush, primer and eye shadow the most talked about products.

“The makeup category is seeing increased penetration as the demand for skincare-makeup hybrids rise,” ​the report said. “Foundation presents the largest penetration at 12%, likely attributed to its easily transformable formulation to include skincare-infused ingredients in tints and lightweight foundations.”​

Beyond this, there were new opportunities on the horizon, WGSN said. “Growing categories include colour cosmetics, hair care and body care, as brands translate skinimalism across beauty categories to further streamline beauty routines.” ​Shampoos, conditioners and hair masks, for example, were spaces that could be innovated in.

Innovators and early-adopters still leading consumer interest​

From a consumer perspective, WGSN said mainstreamer interest in skinimalism grew most during the COVID-19 pandemic but it was still the innovators and early adopters leading the charge with uptake and engagement in this space.

And most of these consumer groups were engaging in skinimalism for performance and benefits offered by such routines. The exception was innovators – a group engaging with these products because of hero ingredients.

Overall, though, it continued to be a movement driven by conscious consumption and intentionalism across all consumer groups, WGSN said.

Moving forward, WGSN brands wanting to succeed in this space had to develop offerings that fitted into everyday life, whether that be on-the-go or taking time for wellbeing.

“Position products for the ‘skinimalists’ and ‘super basics’​, consumers that value quality, simplicity and frugality with a no-fuss mentality,” ​WGSN said.