Sense And Sustainability

All across the beauty industry, the push towards being more sustainable is gaining steam, from the rise of slow beauty to waterless and water-saving products. Here’s the latest on what’s been happening.

- Goh Yee Huay

The rise of the simpler beauty routine

Say goodbye to the beauty shelfie – those photos of bathroom shelves or vanity tables crowded with cosmetics products – as consumers move towards simpler skincare routines.

A part of the wider cultural shift that has seen people adopt slower, more considered lifestyles, and being more conscious of what they buy, slow beauty is about an uncomplicated beauty routine that uses only the essential products skin needs – and being patient enough to give those products time to work.

How does this tie in with sustainability? The idea here is that when you use fewer but better products, you cut down on unnecessary consumption and wastage. There’s no need to keep buying new-fangled products that promise the same effect when one or two wellmade ones with proven formulas will do.

Michael Nolte, creative director of Beautystreams, an online insights platform for the global beauty industry, says the slow beauty trend had already emerged before the Covid-19 pandemic, but was accelerated in 2020 and 2021 by the crisis.

“Slow beauty and mindful consumption focus on value and utility, and therefore will resonate with consumers who have to watch their budget. They’ll favour quality over quantity,” he says.

“During lockdown, many consumers realised that wellbeing and health are key to a balanced lifestyle. The goal is to have simple routines, comfortable textures and a healthy, rested look.

“And third, there’s conscious consumption. The crisis underscored the certainty that we are able to act if we want to, and that small efforts combined can make a big difference. Therefore, multi-purpose products are on the rise as they allow for self-indulgence without feeling wasteful,” he explains.