Founded in 2020 with the belief that the beauty industry requires a revolution with
respect to TRANSPARENCY.
There is a lot of inaccurate advice and incorrect claims being made by beauty brands, which
results in fear mongering, misconceptions and eventually consumers making wrong decisions. For
example, the blind march towards beauty products with “Natural” claims is really concerning. There
is a misconception that 100% natural is safe and effective, and that anything that sounds like a
chemical is unsafe. This is completely wrong.
“Everything is a chemical — water is a chemical — therefore, chemical-free
products don’t exist.”
We wanted to address this issue of lack of transparency through a range of
products that are straightforward, honest and do what they claim to do. No unnecessary marketing
fluff.
And this is how Minimalist was born.
What we stand for
- Transparency — every formula lists its actives and their concentration,
so you know exactly what you are putting on your skin. - Efficacy — formulations developed in our own laboratories and tested for
real-world results. - Accessibility — high-performance skincare at a price that makes sense.
- No fluff — no exaggerated claims, no fear-based marketing.