Skincare is important for every gender, age, and complexion, but it’s difficult to find products that do what they say (and do it well) without breaking the bank.
Minimalist offers active-based skincare that is effective, comprehensive, and affordable without compromising quality. The products deliver exactly what they claim, created with scientific and technological advancements and individual skin concerns in mind.
Creating Minimalist
In 2020, Mohit Yadav and Rahul Yadav co-founded Minimalist in Jaipur, Rajasthan, India. Yadav had a background in finance, entrepreneurship, and brand development; a perfect fit with Minimalist’s ethos of innovation and consumer-centricity.
Recognizing a gap in the skincare market, Minimalist launched a series of serums for specific skin concerns. That expanded into an extensive range of premium skin, body, and hair care products, including serums, toners, masks, and moisturizers. These affordable formulas are proven by science, tested by dermatologists, and created with the utmost quality.
After quickly gaining a following in India, Minimalist expanded into Southeast Asian countries like Indonesia and Malaysia before moving to countries like Singapore, Vietnam, and Australia. They are now available in the US and UK markets with plans to expand into Canada and Europe.
In the cosmetics industry—and the skincare scene especially—disinformation, misleading advice, and inaccurate claims circulate without easy ways to verify the info. Much of this can be cleared up when companies are open about their products and processes, but not all are. This makes trying new skincare a “hope in a bottle” situation.
However, Minimalist offers something different: Promise in a bottle.
Transparency is the cornerstone of Minimalist’s philosophy for safe, quality skincare. From creation to finished product and the tests between, the brand prides itself on removing obscurity and unveiling objective truth in the beauty world.
Every Minimalist box contains information about what goes in the product, concentrations of key components, where ingredients are sourced from, the product’s pH, and more. Each solution also has information on what users should expect to see and how long it can take to show results.
“We ensure radical transparency by openly sharing information about our ingredients, sourcing practices, and manufacturing processes. Through clear communication and honest dialogue, we empower consumers to make informed choices about their skincare regimen,” Yadav told Insider Retail.
The brand’s research and development is done in-house, and its products undergo rigorous testing. The science-backed formulations are also crafted using premium ingredients and cutting-edge technology.
Beyond this, Minimalist prioritizes educational initiatives by sharing helpful information on skincare ingredients, routines, and practices through its blog, social media, and educational events.
“Every consumer deserves to know about active-based skincare products,” Yadav said. “[They] should be better informed after iterating with any touchpoint of Minimalist.”
Creating a Routine
Minimalist offers a range of skincare solutions, from cleansers and toners to serums and treatments. But like with all skincare, matching the right solutions to relevant problems is key.
In general, every skincare routine follows the same basic steps. However, different treatments and ingredients work better at different times of the day and with different skin types and concerns.
For example, it’s best to use ingredients like vitamin C, salicylic acid, and SPF in the morning while glycolic acid and vitamins A and E are best saved for nighttime (as well as exfoliators). On the other hand, hyaluronic acid and niacinamide work well at either time of day.
In general, try to use antioxidants, UV protection, and lightweight and non-comedogenic ingredients during the day (even when it’s cloudy). At night, the skin is more receptive and better absorbs ingredients. Heavier products are ideal before bed to lock actives in while keeping the skin hydrated and protected.
For oily and acne-prone skin, Minimalist recommends using the Salicylic + LHA 02% Face Cleanser, Niacinamide 10% + Zinc face serum, and the Sepicalm 3% + Oat moisturizer in the morning, then the same moisturizer and the Salicylic Acid 2% face serum at night.
The Sepicalm 3% + Oat moisturizer is great for dry skin as well because it’s boosted with Sepicalm, which soothes irritations with minerals and amino acids while calming redness caused by UVA/UVB rays. The moisturizer also contains a perfect blend of humectants, emollients, and occlusives.
Humectants are hydrators that pull water from the environment to nourish and moisturize the skin. Emollients act as a softener and smooth the skin by repairing and rejuvenating surface damage. Occlusives act as sealers by staying on the top layer of skin, reducing transepidermal water loss.
For extremely dry skin, incorporate the 100% Squalane Face Oil for more hydration (during the treatment step) in the morning and at night.
Star Starters
Minimalist offers a fantastic range of products from every skincare step, and hair and body care as well. While each formula is unique, there are some best-selling solutions to discuss.
The Salicylic + LHA 02% Face Cleanser combines BHA with LHA (Salicylic Acid + Capryloyl Salicylic Acid) in 2% concentration, which deeply cleans the skin and decongests the pores while reducing sebum production. This gentle daily exfoliator wash also uses zinc to fight against acne-causing microbes without drying out the skin.
Designed for oily, acne-prone skin, this facewash removes excess sebum/oil, dirt, pollutants, and other contaminants from the surface of the skin without causing irritation. At the same time, it deeply cleanses to unclog pores, minimizing bumps and evening the complexion’s overall texture.
We also recommend the Oat Extract 06% Gentle Cleanser for dry and sensitive skin, or the Alpha Lipoic + Glycolic 07% Cleanser to even skin tone and texture.
Some skincare treatments we love include the Granactive Retinoid 02% Face Cream, AHA PHA BHA 32% Face Peel, Vitamin K + Retinal 01% Eye Cream, and Polyhydroxy Acid (PHA) 03% Face Toner, but the brand’s bread and butter are the face serums. Efficacious and comprehensive, this range offers unique, potent, and proven solutions to various skincare needs.
First is the Alpha Arbutin 02% Face Serum, which dramatically reduces dark spots and blemishes for brighter, even-looking skin. A smoothed tone can even be achieved in as few as five weeks thanks to the potent—yet safe—lightening active Alpha Arbutin (which is nine times more effective than beta Arbutin).
This ultra-light formula absorbs easily. It is also proven to reduce the degree of tanning after UV exposure for a clear, radiant look. As a lightening treatment, it targets not only acne marks and dark spots, but tans, age spots, hyperpigmentation, and any other uneven tones.
We had already mentioned the Salicylic Acid 02% and Niacinamide 10% face serums, but there’s a Niacinamide 05% Face Serum available as well. We also have to mention the Multi-Peptides 10% Face Serum for its anti-aging benefits.
The last face serum is the Vitamin C + E + Ferulic 16% Face Serum, which we find comparable to brands like SkinCeuticals. With 1% antioxidants vitamin E and ferulic acid combined with stable vitamin C at 15%, this daily serum creates glowing complexions. Perfect for all skin types, this combo targets uneven skin tone, dullness, dark spots, sun damage, and environmental stress for a bright, healthy appearance.
For moisturizers, we already mentioned the Sepicalm 03% Moisturizer. The Marula Oil 05% Moisturizer is also great for normal, dry, and sensitive skin as marula oil, vitamin F, and vitamin E nourish, hydrate, and soften the skin.
However, the Vitamin B5 10% Moisturizer is one of Minimalist’s top sellers for good reason. This everyday formula hydrates, nourishes, and repairs the skin. Lightweight and oil-free, this formula was designed with oily and combination skin in mind.
As well as being non-comedogenic and non-irritating, this moisturizer uses antioxidants and a high concentration of vitamin B5 (panthenol) to help regulate sebum production and provide anti-aging properties.
For the skin beyond your neck, there is the Glycolic + Tranexamic 11% Body Exfoliator and Niacinamide 05% Body Lotion to keep all of you looking and feeling the best. This includes all the way to the scalp with the Maleic Bond Repair Complex 3.5% Shampoo, 5% Hair Serum, and 5% Hair Mask.
Find more Minimalist products on their brand page.
For questions, concerns, or article ideas, feel free to reach out to our eCosmetics Beauty Editor directly at beauty@ecosmetics.com
