Top 10 Millennial Minimalist Beauty Brands to Watch
Millennial Minimalism in the beauty industry has moved beyond a trend to establish itself as a dominant force. As other trends come and go, a crucial question surfaces: How has Millennial Minimalism sustained its allure, and what can brands within this archetype do to maintain their standing?
In this post, we turn the spotlight on 10 exemplar brands that are featured in my recent research report, Millennial Minimalist Beauty Brand Archetype for 2023. These brands offer varying yet cohesive approaches to Millennial Minimalism, each contributing to the archetype's sustained relevance.
For readers who wish to delve deeper into the mechanisms that have cemented this archetype's influence, the report provides a fuller, more nuanced exploration than this blog post aims to offer.
Without further ado, let's explore these standout brands that are successfully upholding the Millennial Minimalist mantle in the beauty industry.
Millennial Minimalist Key Features
Target Audience: Millennials
Average Price: $32
Selling Points: Premium, Plant-Based & Gentle
Categories: Skincare, Makeup, Sunscreen, Bodycare & Haircare
Featured Brands:
1. Glossier
Founded: 2014
Country: United States
Cruelty Free
Average Price: $21
Ownership: Independent
Founded by: Emily Weiss
Glossier leans into the minimalism movement with monochromatic packaging and a simplified product range. They prioritize skin health and natural beauty, catering to those who prefer a less-is-more approach to cosmetics. I've been a long time fan of Glossier's minimalist design, I even wrote about the design of their Cloud Paint blush back in 2020.
2. Gisou
Founded: 2015
Country: Netherlands
Cruelty Free
Average Price: $45
Ownership: Independent
Founded by: Negin Mirsalehi
Gisou marries luxury with a minimalist ethos, placing a spotlight on bee-based ingredients like honey and propolis. Ethically sourced and formulated for effectiveness, Gisou's products manifest a refined simplicity.
Founded: 2018
Country: United States
Cruelty Free | Vegan
Average Price: $42
Ownership: Independent
Founded by: Lauren Gores & Marianna Hewitt
Specializing in multi-use products, Summer Fridays aims to inject a luxurious, vacation-like feel into daily skincare routines. Each product is designed with a minimalist ingredient list that seeks to tackle multiple skin concerns simultaneously.
4. Pixi
Founded: 2001
Country: United Kingdom
Cruelty Free
Average Price: $24
Ownership: Independent
Founded by: Petra Strand
Known for combining affordability with quality, Pixi Beauty offers a pared-down product line that targets skin rejuvenation. Their botanical-infused products are designed to amplify natural beauty efficiently and effectively.
5. Beauty Pie
Founded: 2016
Country: United Kingdom
Cruelty Free | Vegan
Average Price: $17
Ownership: Independent
Founded by: Marcia Kilgore
Beauty Pie disrupts traditional beauty retail models by operating on a membership basis, offering premium products at factory costs. It champions transparency and efficiency, presenting a straightforward and minimalist approach to beauty. I also wrote a post analysing the design of Beauty Pie a couple years ago.
6. Glow Recipe
Founded: 2017
Country: United States
Cruelty Free | Vegan
Average Price: $38
Ownership: Independent
Founded by: Sarah Lee and Christine Chang
Embodying the principles of Korean skincare, Glow Recipe focuses on achieving a radiant complexion with a minimal number of steps. They employ fruit-forward ingredients and aim to deliver maximum effects with minimal application.
7. Fenty Skin
Founded: 2020
Country: United States
Average Price: $31
Ownership: LVMH
Founded by: Rihanna
An extension of the broader Fenty empire, Fenty Skin centers on simplifying skincare without sacrificing results. With a concise range of products, the brand aims to offer straightforward solutions for skincare essentials, epitomizing the minimalist ethos in its streamlined approach.
Founded: 2018
Country: Sweden
Cruelty Free | Vegan
Average Price: $27
Ownership: Verdane
Founded by: Bianca Ingrosso
Swedish CAIA Cosmetics blends minimalist design with maximalist color. With a focus on quality over quantity, the brand offers a range of products that are as effective as they are visually striking. They offer a wide range of products across various cosmetics categories.
9. Rare Beauty
Founded: 2019
Country: United States
Cruelty Free | Vegan
Average Price: $23
Ownership: Independent
Founded by: Selena Gomez
Developed by Selena Gomez, Rare Beauty underscores the concept of individual beauty. Their product line is engineered to highlight rather than hide, offering straightforward solutions for accentuating natural features. You can read more about Rare Beauty and Fenty Skin in my post about the state of Celebrity Beauty Brands.
10. V.Sun
Founded: 2020
Country: Germany
Cruelty Free | Vegan
Average Price: $17
Ownership: Independent
As a specialist in sun protection, V-Sun offers a curated range of sunscreens designed to cater to varied consumer preferences. Known for sunscreens with a delightful sweet scent, the brand also provides fragrance-free options to accommodate different sensitivities. With a focus on high-quality ingredients and straightforward application, V-Sun positions itself as an ideal go-to for sun care.
Thank you for reading! //Jennifer Carlsson
