Let's talk science
Founded in 2020 with the belief that beauty industry requires a revolution with respect to TRANSPARENCY. There is lot of inaccurate advice & incorrect claims being made by beauty brands.
Instead of waiting for an honest, clean and hard working skincare product range, we created one ourself.
For example, the blind march towards beauty products with 'Natural' claims is really concerning. There is a misconception that 100% natural is safe & effective and 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 believe we should place importance on the the active of a plant rather than the plant itself. So instead of rubbing some apples or citrus fruits on your face and hope you will get results, what you should look for is Glycolic Acid which these foods contain.
This gives you more control in terms of application & dosage.
What we strive for instead is 'Clean Beauty' products. Products that are free from well researched toxins and do not sensitise your skin - irrespective of their natural or naturally derived tag.
Say hello to 'transparent beauty'
Minimalist is committed to bringing ‘transparency in beauty’.
Here’s our approach:
1. Transparent dosage: By showing active concentration used
2. Transparent grades: By sharing ingredient trade name & supplier
3. Transparent formulations: By using CLEAN formulations only
4. Transparent claims: By sharing consumer studies of each formulation
This direct and simplistic approach makes our products highly effective, easy to understand, and extremely affordable for everyone.