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In the Aisle: 'Skinimalism' signifies sustainability, simple formulas

From laundry essentials to shampoos to makeup, brands are reducing or eliminating unnecessary water, excessive packaging and unneeded ingredients.

Gianna Rosenbach, Content Creator, CPG and Digital

September 15, 2023

2 Min Read
Diverse women spa day skin care

This year at Expo East, many products will take a “less is more” approach, as minimalism and simplification are transforming the natural home, living and personal care categories. This trend signifies consumers making more sustainable and streamlined choices. Brands are responding by introducing simpler formulations, smarter formats and more environmentally friendly packaging, which often offer practical benefits, such as compactness and efficiency.

The laundry sector is shifting toward tabs and sheets, eliminating single-use plastic and unnecessary water weight and usage. As a result, these products have a lower carbon footprint and a smaller footprint on retail shelves. Fragrance-free laundry options are also gaining popularity, promoting healthier living and minimizing skin irritations and allergic reactions. 

We’re seeing format makeovers in the hair care categories too. More brands are showcasing shampoos and conditioners in waterless bar formats, which are much less bulky and more sustainable than plastic bottles full of liquid. 

In makeup and skin care, multipurpose products are gaining traction, simplifying routines and reducing the number of products needed. Consumers prioritize quality over quantity, preferring fragrance-free products with fewer ingredients, as well as personalized offerings. Social media has educated consumers about skin care and makeup ingredients and their functionalities, leading to a focus on efficacy.

Related:In the Aisle: Regeneratively nutritious

Compostable and refillable packaging is in high demand across the natural home, living and personal care categories, and brands are developing sustainable solutions. For example, paperboard tube packaging is becoming more mainstream for deodorants. Additionally, demand for products free from aluminum, phthalates, and sulfates continues to grow, as does interest in botanical-derived ingredients. Natural consumers also expect transparency from brands. 

Expo East 2023 will mark a new era of minimalism and simplification in natural home, living and personal care, showcasing new innovations that work better for consumers and are much kinder to the planet.

ESW Beauty Eco Glow Skincare Pack Compostable Spring Set

Free from parabens, phthalates, alcohol, sulfate detergents, silicones, synthetic dyes and fragrances, aluminum powder and animal-derived ingredients, this convenient three-pack of certified compostable sheet masks helps busy consumers care for their skin without worry. The set, which includes ESW’s newest innovation, the Avocado Banana Milk formulation, offers revitalizing, hydrating and anti-aging benefits. The mask fabric is cupro, made from cotton linter, a byproduct of organic cotton processing that is often discarded, and the wrappers fall into the LDPE 4 recyclable category.

Related:In the Aisle: Fiber goes beyond the gut

NOW Baby Soothing Baby Oil, Fragrance Free

NOW Foods’ new baby line is made from clean, high-quality functional ingredients and free from parabens, phthalates, petrolatum and other harsh chemicals, so it’s gentle on delicate skin. Soothing Baby Oil, a concentrated product not diluted by water, contains plant-based calendula extract and organic argan, jojoba, coconut and olive oils—and no artificial fragrance, eliminating caretakers’ worry about additional irritants.

About the Author(s)

Gianna Rosenbach

Content Creator, CPG and Digital, New Hope Network

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