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Top 10 Millennial Minimalist Beauty Brands to Watch


Top 10 Millennial Minimalist Beauty Brands to Watch

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:


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.


Gisou

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.


Summer Fridays

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.


Pixi Beauty

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.


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.


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.


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.


Caia Cosmetics

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.


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.


V.Sun

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

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Jennifer Carlsson
The Beauty Brand Expert

I'm Jennifer Carlsson, a 32 year old strategy consultant, competitive market researcher, data analyst and designer from Stockholm, Sweden. I know more about more beauty brands than anyone else and I'm an expert in what it takes for beauty brands to succeed.
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