The Rise of Minimalist Skincare in China: why less is more
- Jasmine Zhu
- Jan 13
- 7 min read
Updated: Feb 25
Since the 2010 surge in popularity of the 10-step Korean skincare routine, skincare in China transitioned into an era of "beauty consumerism." By 2021, this evolved into the trend of "skin minimalism," ushering in an era of "streamlined skincare." Over the past decade, the Chinese skincare market has rapidly expanded, with consumers gaining a more focused understanding of skincare. Shifting away from costly and complex multi-product regimens, they now favor single products that offer multiple benefits. This approach achieves more direct and efficient skincare goals with a refined and precise methodology.
The Appeal of Minimalism in Skincare
Gone are the days when elaborate 10-step skincare routines dominated bathroom counters. Today, consumers are turning to streamlined regimens that prioritize quality over quantity. This movement is driven by a desire for convenience, sustainability, and targeted solutions. For many, it’s about cutting through the clutter of excessive products and focusing on essentials that deliver real results.
Urban consumers, in particular, are driving this trend. With fast-paced lifestyles and limited time to spare, they seek high-performance products that simplify their daily routines without compromising on effectiveness. A minimalist approach saves time and effort while maintaining healthy, glowing skin.
On Chinese social media platform The Little Red Book, in 2023, the topic of "streamlined skin care" has seen significant popularity, with a total popularity score reaching 204,500. This surpasses the platform's average by 33.59%. There are an impressive 351,000 related notes and 256,300 participants engaging in this conversation. Additionally, the cumulative commercial brand volume stands at 61,800. The most popular associated keywords include sensitive skin, whitening, and dry skin.
Several Chinese and international brands have successfully capitalized on the minimalist skincare trend in China:
ZhiBen (至本）: Founded in 2014, Zhiben insists on taking scientific formulas and high effectiveness as the starting point for product development. The products focus on streamlined formulas - no fragrance/no alcohol/no pigments. The best-selling series in its product line are comfort products for mildly sensitive skin. The facial repair series also advocates the concept of green environmental protection, ensuring that the packaging is recyclable, and at the same time actively introducing refills of the products.
Source: www.zhiben.cn Curel: born in 1999, bringing together more than 30 years of skin scientific research results from Kao Japan. The products focus on streamlined formulas, safe and effective, and do not add fragrances, pigments, alcohol, hormones and soap bases. The moisturizing and moisturizing products in the product line are the brand best-selling series.
Freeplus: Freeplus is a skin care brand affiliated to Kanebo Cosmetics Co., Ltd. of Japan. It was born in 2001. The product does not contain preservatives, fragrances, UV absorbers, colorants, alcohol, or mineral oil. Freeplus's Douyin performance increased by more than 100% from April to May 2023, and self-broadcasting and sales drove sales index growth.
Source: www.freeplus.cn The Ordinary: This brand has gained popularity for its transparent ingredient lists and effective formulations. By providing high-quality products at accessible prices, The Ordinary appeals to consumers seeking minimalist options that deliver results.
Efficiency Meets Efficacy
Minimalist skincare is all about using versatile products that tackle multiple skin concerns at once. Take, for example, a single serum that can hydrate, brighten, and combat signs of aging, making it unnecessary to use multiple different products. BB and CC creams have become essential for many, combining sunscreen, foundation, and moisturizing benefits in one. In 2023, more than 68% of Chinese consumers surveyed showed a preference for multi-functional skincare products to streamline their beauty routines, according to iiMedia Research. This approach not only shaves time off skincare rituals but also reduces the risk of overwhelming skin with an excess of active ingredients.
A precise focus on tackling specific skin issues is also gaining traction. Products targeting hydration, anti-pollution effects, or sensitive skin are increasingly popular, particularly among young professional women in Tier 1 cities who deal with environmental challenges like pollution and UV exposure. Reflecting this growing trend, the anti-pollution skincare market in China is expected to expand at a compound annual growth rate of 10.2% from 2023 to 2028, as noted by CBNData.
Studies show many consumers are willing to spend more on fewer products if they deliver effective results, especially in urban settings influenced by global beauty trends. What's more, Chinese consumers are becoming more particular about the ingredients in their skincare products. There’s a strong preference for products with clean, potent formulas that offer visible improvements, with transparency in labeling and a commitment to scientifically-backed results heavily influencing purchasing choices.
Focus on Essentials
Many consumers are now focusing on the essentials: cleansing, moisturizing, and sun protection. By simplifying their routines, they can still achieve healthy skin without the complexity of multiple steps. This approach not only saves time but also minimizes the risk of irritation from layering too many products. Younger and busy consumers start to limit skincare routine to a few essential steps. A basic regimen might include a gentle cleanser, a hydrating moisturizer, and a broad-spectrum sunscreen.
Understanding the Minimalist Skincare Trend
Minimalist skincare emphasizes using fewer products with effective, high-quality ingredients. Chinese consumers, particularly Millennials and Gen Z, are becoming more educated about skincare. They are seeking products that work efficiently without overloading their skin or their shelves. This shift is driven by several factors:
1. Skin Health Awareness : Many consumers in China are realizing that using too many products can harm the skin barrier, leading to irritation and sensitivity. As awareness of skin health grows, many consumers are shifting towards a more minimalist skincare routine. Instead of layering multiple products, they invest in high-quality formulations that contain effective, skin-supporting ingredients
2. Sustainability: Sustainability is another driving force behind the rise of minimalist skincare in China. As awareness of environmental issues grows, consumers are rethinking their consumption habits. Minimalist routines naturally align with eco-conscious values by reducing waste and promoting thoughtful purchasing. Brands that offer refillable packaging, biodegradable materials, or sustainably sourced ingredients resonate strongly with this new wave of conscious consumers. By choosing fewer but better products, consumers not only simplify their routines but also contribute to a healthier planet.
3.Time Constraints: Busy lifestyles make multi-step routines impractical for many consumers. Their fast-paced lifestyles and limited time make high-performance products that simplify daily routines highly desirable. Committing to an elaborate skincare routine that requires multiple steps can feel overwhelming and unrealistic. The traditional multi-step approach, which often includes cleansing, toning, serums, moisturizers, and sunscreens, can take up valuable time that many simply do not have. As a result, consumers are seeking more efficient ways to care for their skin without sacrificing quality.
4. Science-Backed Choices: In recent years, there has been a significant shift in the skincare preferences of Chinese consumers. More individuals are becoming discerning shoppers, increasingly drawn to products that boast proven efficacy and transparent ingredient lists. This trend reflects a broader movement toward informed consumerism, where science and transparency play pivotal roles in decision-making. With a plethora of products flooding the market, consumers are becoming increasingly skeptical of marketing claims. They want assurance that a product will perform as advertised. This skepticism drives them to prioritize brands that offer transparency about their ingredients and the science behind their formulations.
Brands Adapting to the Trend
To cater to the rising demand for minimalistic skincare, brands are implementing several strategies:
1.Streamlined Product lines: Many brands are simplifying their product offerings by focusing on essential items that deliver maximum benefits. Instead of a wide array of products, they are creating multi-functional formulations that combine several benefits into one. For example, a moisturizer that also provides sun protection or a serum that hydrates and brightens. Products combining sunscreen, moisturizer, and serum functions have seen widespread adoption among urban consumers. L'Oréal's UV Defender series, which offers anti-aging sunscreen with moisturizing benefits, became a top-seller on Tmall Global during the 2023 Singles’ Day shopping festival, reflecting the appeal of all-in-one solutions. (Source: Tmall Global Beauty Trends Report, 2023)
2.High-Quality Ingredients. Minimalistic skincare emphasizes the importance of high-quality, effective ingredients. Brands are investing in research and development to create potent formulations that deliver visible results without the need for excessive layering. Ingredients like hyaluronic acid, niacinamide, and natural extracts are becoming staples in minimalist lines.
3. Consumer Education: By educating consumers about the benefits of each ingredient and how they work together, brands build trust and empower consumers to make informed choices. This transparency aligns perfectly with the minimalist ethos of simplicity and clarity. This can include blog posts, videos, and social media campaigns that highlight ingredient benefits and efficacy. This trust is essential in a market like China where misinformation can easily spread due to the popularity of social media.
4. Maintain Transparency: Being transparent about sourcing, testing, and formulation processes builds consumer trust. Brands are increasingly prioritizing transparency in their ingredient lists and formulations.
5.Offer Personalization: Transparent ingredient lists enable consumers to make informed decisions based on their unique skin types and concerns. Whether they have sensitive skin, acne-prone skin, or specific allergies, knowing what’s in a product helps them choose formulations that align with their needs.
6.Packaging Innovations: To align with the minimalistic trend, brands are also rethinking their packaging. Eco-friendly materials and refillable options are gaining popularity, reducing waste and appealing to environmentally conscious consumers. Simple, elegant packaging that reflects the brand’s commitment to minimalism is also becoming a key selling point.
The Future of Skincare in China
The rise of minimalist skincare in China is driven by changing consumer preferences towards simplicity, efficacy, and sustainability. As more consumers embrace the "less is more" philosophy, brands that align with these values are likely to thrive in this evolving market landscape. The trend not only reflects a shift in beauty standards but also highlights a broader cultural movement towards mindful consumption and self-care.
As more Chinese beauty consumers prioritize wellness, efficiency, and sustainability in their daily lives and skincare routines, the demand for high-performance, no-nonsense skincare will continue to rise. For brands, this presents an opportunity to innovate and cater to a market that values simplicity and effectiveness.
In a world increasingly defined by complexity, minimalist skincare offers a refreshing antidote—a reminder that sometimes, less truly is more. As individuals prioritize proven efficacy and transparent ingredient lists, brands must respond by embracing education, trust, and innovation. This trend not only benefits consumers by providing them with effective solutions but also fosters a healthier, more informed beauty landscape. In a world where knowledge is power, informed choices lead to better skincare outcomes.
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