A new breed of direct-to-consumer bodycare brands are catering to consumer demand with a streamlined collection of natural, multipurpose, hardworking unisex products that won’t clutter the bathroom.
- US bodycare brand Meant offers a time-saving five-piece collection to cleanse, condition, shave, scrub and moisturise. Each minimalist product tackles two bodycare needs: for instance, the Do-It-All Wash is an everyday shampoo and face and body cleanser, while the Wonder Polish is a toning body scrub and in-shower moisturiser. A bergamot and grapefruit scent runs throughout all products.
- US skincare line Peet Rivko advocates simplicity with fewer products and fewer ingredients. It offers an Essentials Collection of just four products: a cleanser, moisturiser, body oil and balancing face oil that use ingredients such as aloe vera, jojoba and shea butter.
- Barcelona-based brand Alex Carro’s pragmatic range is described as “mixable, multiuse skincare”. Five products form a minimal capsule cosmetic ritual that can be tailored and adapted for changing circumstances. For example, the Balancing Face Oil can be mixed with the Exfoliating Powder to create a hydrating exfoliator, or with the Facial Cleanser for a hydrating face mask. The products feature a discreet signature scent of frankincense, geranium and lavender.
This trend dovetails neatly with the rise in start-up brands offering fuss-free, aesthetically designed subscription models for beauty and personal care supplies. See Bathroom Supplies by Subscription.
Pragmatic strategies are also being deployed in the fashion industry, with streamlined approaches proving successful in response to unpredictable weather. See Seasonless Success in Challenging Environment for more.