How European Consumers Adopt Skinimalism in Skincare 
                     HOW EUROPEAN CONSUMERS 
ADOPT SKINIMALISM IN SKINCARE
Trends & Market Insights
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Introduction & 
Context
Definition of skinimalism
The conscious “cleaning up” of 
skincare routines to essential, multi-
use products (Kalwat & Pięta, 2023).
Rising relevance in Europe
Influences how consumers access, 
consume and interact with beauty 
products
How Europeans 
Learn About Skincare
The Critics
Reject marketing hype/influencer culture; 
demand transparency; sceptical of “more is 
better”.
The Learners:
Focus on ingredients & efficacy instead of brand 
names; aligned with EU regulatory evolution.
The Pragmatists:
Busy lives; rely on friends/peer recommendations; 
choose quickest/cheapest solution.
The Aesthetes:
Pursue effortless “no-make-up make-up” look, reflecting 
a broader European aesthetic of natural/minimal 
beauty.
How Europeans Choose
Products (Product Practices)
Key product-selection behaviours:
Quality:
Preference for fewer products that deliver effective 
results; European consumers lean toward clinical 
efficacy.
Essentials:
Price-sensitive; drugstore and dermo-cosmetic 
brands popular in France/Germany/Spain
Ethical:
Growing segment rejects wasteful packaging; prefers 
eco- certified, DIY-friendly options in line with EU Green 
Deal.
Stylish:
Some choose products based on texture, finish, minimalist 
packaging echoing Europe’s design culture of elegance through 
simplicity.
How Europeans Use 
Products (Routine Practices)
Routine-related behaviours and implications
Consistency Seekers:
Fewer steps → higher likelihood of daily 
skincare adherence even when busy/tired.
Time & Cost Savers:
Some reduce step-routines out of necessity; core Conscious Resisters:
set typically: cleanser, moisturizer, SPF. Environmentally-minded; use less, extend 
product lifetime, favour alternatives to reduce 
waste.
Effortless Beauty Seekers:
Use skinimalism to achieve a “fresh face” natural 
aesthetic, which resonates in European beauty 
norms.
Implications for the 
European Cosmeceutical 
Market
Efficiency first Wellness focus Sustainability norm
Fewer products, Consumers expect Clean labels, ethical 
greater clinically proven sourcing, recyclable 
performance. skin- health benefits. packaging are must-haves.
Minimal aesthetics Key takeaway
Simple, authentic Brands embracing smart, 
design drives purposeful, and sustainable 
appeal formulations will lead Europe’s 
cosmeceutical market.
CONTACT & 
NEXT STEPS
Consumer & Market Research Division
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