SKINCARE: FOCUS ON THE "LESS IS MORE" MINIMALIST TREND

Is the trend layering over? A flagship for ten years, this Asian-sounding beauty concept that promotes the purity of the complexion (a major concern of young Asian skin'addicts ) invites us to a long skin pampering session by multiplying the products.

While we are going through a maddening context of climate change, which calls for individual awareness through reasoned consumption, doesn't this trend seem to contradict our beauty ideals?

Layering, what is it again?

A more complete routine that consists of the "layering" of several products with different actions and compositions, this beauty ritual aims to deeply purify, moisturize and protect the skin. All while adopting a specific gesture per step, in order to derive maximum benefit.

Depending on the complexity of the routines, layering can be made up of about ten steps to be carried out twice a day and in a very precise order. This practice of skincare is for all skin types. Indeed, the superposition of products with various ingredients supposes the multiplication of the effects on a skin in demand. But what is it really, proven effectiveness or simple received idea?

While expert dermatologists recognize the mental virtues of layering, it would be above all a moment that we tune in to either (a bubble of oxygen in an anxiety-provoking environment); However, this practice should be consumed in moderation. The layering of products with desquamating ingredients (AHAs, exfoliants, skin lighteners...) can be particularly aggressive for the epidermis, especially if you have demanding skin. Consequences: Redness, tightness, dryness and discomfort are both visible and recurring effects.

When Skincare reinvents itself

In the age of digital and simultaneous access to information, our purchasing philosophy seems to be changing, as the need to know more increases.

The well-informed consumer on questions long considered exclusive because too complex (we think for example of the endless listing of ingredients on the back of our bottles) now challenges laboratories on aspects more ethical and environmental in line with its values.

Mass marketing deployed was no longer so easy. Now active in the decision-making process, the consumer invited around the table demands transparency both in the composition and in the sourcing of the products she can consume.

Toxic substances in cosmetics have been the subject of alerts several times by consumer associations (toxic, dangerous or carcinogenic substances). Even if faced with these repeated alerts, the big names in beauty are gradually rethinking their products and removing certain compounds from their list of ingredients, this highlighting of information is profoundly changing consumer expectations.

Indeed, today information is everywhere and popularized. Applications such as "Yuka" and networks of experts or "skinfluencers" present on social networks, contribute in this sense to the reinforcement of a need for change in favor of a beauty that is committed because it is reasoned.

The new treatment codes

Result: the shelves in our bathrooms are getting lighter and it's time for objective reflection.What does our skin really need? Is a flawless complexion realistic when we know that during her life a woman undergoes several hormonal upheavals? It may be time to (finally) consider the skin as alive, by providing it with safe care, just like our food

Small Startups have pushed back the laws of compromise for us: aware of emerging needs, they are rethinking cosmetics with us for us. They value local proximity to offer quality products, with an economic and ecological concern. Far from the multinational blockbusters, these small companies in search of innovative thinking simplify the use of our products to consume less but better. Rethinking today's essentials to create tomorrow's great classics: that's a particularly exciting challenge, isn't it?

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