Since the last few years, you can see brands coming up with product categories that are trending. But we wanted to solve real problems rather than creating trending products, with a vision of offering an unambiguous, solution and efficacy-based skincare. One thing that we very clearly understand is that a consumer does not so and so moisturizer or vitamin C serum. They want that glow-from-within, healthy, beautiful skin. So rather than focusing on trendy ingredients and products, we wanted to focus more on the results and what our consumer actually needs.
Minimalist is a mission-driven brand committed to bringing high levels of efficacy and transparency in the ingredients. Consumers today are looking beyond marketing claims and are seeking efficacy-based skincare products. There are more people interested in skincare and they are interested in learning about ingredients and how they work on the skin. It’s no longer just about the labels. What’s driving this growth is education about skincare. And our growth so far proves that a radical change in the skincare industry is underway.
What also made us more inclined toward the skincare industry was the need for ‘Transparency’. There is a lot of inaccurate advice & incorrect claims being made by beauty brands. The fear-mongering around chemicals and the misconception that 100% natural is safe is completely wrong. The skincare market is mostly selling around this organic and natural movement. So, instead of waiting for an honest, clean, and hard-working skincare product range, we created one ourselves. We have set ourselves apart in the market as a clean beauty brand, meaning that the ingredients that we use – natural or synthetic – are best suited for the skin. What we strive for instead is ‘Clean Beauty’ products. Products that are free from well-researched toxins and do not sensitize your skin – irrespective of their natural or naturally derived tag.
As a part of our commitment to transparency, we disclose all our ingredients, the concentrations of the active ingredient, the pH of the product as well as its ingredient suppliers.