In 2025, the beauty industry is embracing a paradigm shift: the rise of skinimalism. This trend champions simplicity, sustainability, and the celebration of natural beauty, moving away from complex, multi-step skincare routines toward streamlined regimens that prioritise fewer, high-quality products. So in an e-commerce focused industry, how can beauty PRs embrace the shift and make it work for their clients?
For Flipside PR, as with all beauty trends, skinimalism presents an exciting opportunity to redefine how beauty brands communicate with their audiences.
Read our article on trendjacking, here.
What is Skinimalism?
Skinimalism, derived from “skin” and “minimalism”, promotes a “less is more” approach to skincare. It focuses on using fewer yet multifunctional products that respect the skin’s natural balance while delivering targeted results. This trend gained traction during 2020 and has risen from there. Today, it reflects broader societal values like mindfulness, sustainability, and authenticity.
Skinimalism is not just about skincare; it’s a lifestyle choice that aligns with eco-consciousness and the rejection of overconsumption. By reducing the number of products used daily, consumers can declutter their routines while achieving radiant skin.
Why Skinimalism Matters in 2025
Several factors are driving the popularity of skinimalism. Consumers are increasingly aware of the environmental impact of excessive product packaging and waste. Skinimalism supports sustainable practices by encouraging reduced consumption. Furthermore, busy lifestyles demand time-saving solutions. Minimalist routines offer effective results without requiring hours of application or maintenance. Modern consumers value clean formulations and clear ingredient lists. Skinimalist brands often focus on ethical sourcing and transparent marketing. The ‘less-is-more’ approach to beauty is nothing new, but skinimalism requires tailored campaigns to clarify the message to journalists, influencers and consumers.
How PR Can Support Skinimalism
PR professionals play a pivotal role in shaping consumer perceptions and driving awareness around emerging trends like skinimalism. Skinimalism thrives on informed choices. PR campaigns should focus on educating consumers about the benefits of simplifying their routines. Use blogs, webinars, and social media content to explain how fewer products can lead to healthier skin while supporting sustainability.
Minimalist beauty brands often offer multi-use products like tinted moisturisers with SPF or serums that hydrate and brighten simultaneously. PR efforts can emphasise these products’ versatility through engaging storytelling and influencer partnerships.
Collaboration with influencers who embody the minimalist lifestyle or “clean girl aesthetic” is also a great way to further this messaging. Their authentic endorsements can resonate deeply with audiences seeking simplicity in their beauty routines.
Beauty PR campaigns can position brands as leaders in eco-friendly practices by highlighting sustainable packaging, refillable options, and ethically sourced ingredients in press releases and media pitches.
Finally, minimalism is inherently aesthetic. Develop visually appealing campaigns that showcase clean designs, uncluttered packaging, and glowing natural skin to align with the trend’s ethos.
The Long-Term Impact of Skinimalism
Skinimalism isn’t just a fleeting trend, it represents a deeper shift in consumer values toward mindfulness and intentional living, along with economic constraints and the need to make careful purchasing decisions. For beauty brands embracing this movement, effective PR strategies can help establish them as leaders in this evolving market.
By focusing on education, authenticity, and sustainability, PR professionals can amplify the message that minimalist beauty is not only practical but also empowering. As consumers continue to seek simplicity in their lives, skinimalism provides an opportunity for brands to connect with their audience on a meaningful level.
Work With Flipside PR
We work with a host of brands who have successfully utilised trends like skinimalism to successfully expand their business. Do you want to do the same?
Our traditional print & digital PR expertise are ever-evolving to suit the digital landscape, and we’d love to work with you to bring your brand stories to life.