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Brief Published: 25 Oct 2019

Can Tandem Condense Your Skincare Routine?


Three in 10 British women (28%) have reduced the number of products in their skincare routine (Mintel, 2019), as they seek a more balanced, stripped-back approach. UK start-up Tandem is tapping into this trend with a range of multitasking everyday essentials.  

With the tag line “skincare that does more with less”, Tandem’s product range aims to shorten the multi-step routine popularised by Korean beauty. The brand is offering eight products that are suitable for all ages, skin types and genders, which includes moisturisers, boosters, an exfoliator and a cleanser.

The launch feeds into consumer demand for time-saving solutions, as each product targets multiple skin concerns. For instance, More Than Moisturiser brightens, hydrates and protects the skin with ingredients such as Kakadu plum extract and apricot oil.

Tandem’s labelling strategy appeals to individuals who are seeking more honesty from brands – 76% of the British public felt misled by claims on packaging (Soil Assocation, 2017). A full ingredient list is printed on the back of each bottle and the key actives are also highlighted. For example, the Back-On-Track Booster is for oily, unbalanced skin and aims to reduce redness and combat breakouts. Hero ingredients include willow bark extract and vitamin B3 to balance oil production and draw out impurities.

Tandem is also committed to reducing its eco-footprint and providing planet-friendly options for 360° Ethical Millennials by offering instructions on how to recycle all its packaging on the website. For example, the Easy Exfoliator is housed in a glass bottle with a plastic screw-top cap, producing an entirely recyclable product. In the US and UK, 88% of consumers want brands to help them be more eco-conscious and ethical in everyday life (Futerra, 2018).

To read more about time-saving beauty, see Streamlined & Minimal: Fresh Beauty Directions and Six-Piece Skincare: Lixir. For more on sustainable recycling schemes, see Bali Balm: A Sustainable Initiative and The Body Shop’s Plastic Pollution Pledge.