B.WITCHING TREND REPORT

MINIMALIST BEAUTY

In recent years, the beauty community has turned into a tidal wave of achieving the "perfect Instagram filtered look”.  In response to the overwhelming force of expensive beauty products and extensive beauty regimens, a new trend has risen that promotes a natural, fresh-faced look with little to no makeup involved. The ‘Minimalist Beauty’ or ‘Natural Beauty’ trend has taken the beauty community by storm, with many promoting more natural and body positive alternatives.  Minimalist skincare embraces fewer ingredients, minimal packaging, basic claims and simpler routines to deliver products that consumers can use easily and confidently. Millennials, in particular, are driven by a desire to simplify. Extremely concerned about and aware of what they are putting on their skin, they want fewer products and fewer ingredients. They are looking for products that get the job done in way that is efficient and good for them and the world around them. Products falling in the new classic or minimalist category aren’t necessarily 100% natural. The use of natural ingredients is driven by the link between minimalist and “safe” in consumers’ minds. Women are drawn to these minimalist products, in part, because they are concerned about the chemicals they are applying to their skin, so incorporating natural ingredients with strong origin stories is a way to provide comfort and authenticity for these consumers. Another twist on minimalism is its link with sustainability. Millennial consumers are far more concerned than previous generations about their impact on the world and the environment. Using fewer ingredients and less packaging means less environmental impact and this is a statement that is extremely compelling for many young people today. B.Witching has followed organic skincare mantra for years and we are proud of our award-winning “Minimalist” Personal Care Collection. 

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