In today’s fast-paced world, beauty routines often feel overwhelming. But a new approach is gaining ground—minimalist beauty. Also called “skinimalism” or the “clean girl aesthetic,” this movement is about doing less but feeling better. It’s not just a beauty trend—it’s a mindset shift toward authenticity and intention.
At its heart, minimalist beauty is about choosing what feels good over what simply looks good.
1. Why Simple Beauty Routines Are Becoming Popular
This back-to-basics approach didn’t appear overnight. It started gaining traction during the COVID-19 pandemic. As people worked from home and appeared on video calls, they began embracing their natural appearance. Full makeup routines gave way to bare skin and comfort.
Now, beauty consumers are buying fewer products but using them more wisely. They prefer items that serve multiple purposes and reduce time spent in front of the mirror.
Think dewy skin, soft brows, a touch of blush, and tinted balm. This isn’t about hiding flaws—it’s about celebrating your features. “Minimalist beauty can save time and reduce decision fatigue, which can help mental well-being,” says Cynthia Di Meo, Director of Global Artistry at Rare Beauty.
2. Can Less Makeup Really Lower Stress?
There’s something liberating about walking out the door without heavy makeup. Research supports this feeling. Studies show that women who wear less makeup often experience higher self-esteem and emotional balance. In contrast, those who wear a lot of makeup may feel more anxious or self-conscious.
But this isn’t a call to quit makeup. It’s an invitation to rethink how we use it. As Di Meo says, “What matters is how you feel and express yourself. There’s no one-size-fits-all.”
3. Celebrities Are Leading the Way
Some public figures are helping change the way we think about beauty. Alicia Keys made headlines when she stopped wearing makeup altogether. In her letter to Lenny Letter, she wrote, “I don’t want to cover up anymore. Not my face, not my mind, not my soul.”
Pamela Anderson also surprised many when she attended Paris Fashion Week in 2023 without any makeup. In an interview with Vogue, she said, “Without makeup, I was doing something that was really freeing. It’s okay to be me.”
Selena Gomez, founder of Rare Beauty, has placed mental health at the core of her brand. At the Rare Beauty Mental Health Summit, she said, “There are days I step outside with no makeup and I don’t care. It feels good not to care.” Gomez has also been open about her mental health struggles, helping normalize self-acceptance and vulnerability.
4. How to Build a Minimalist Beauty Routine
Minimalist routines don’t mean giving up luxury. It’s about smart, thoughtful choices. Here’s how to start:
Step 1: Focus on Skincare First
Di Meo says, “Makeup only looks as good as the skin underneath.” Use a simple skincare routine with three essentials: a gentle cleanser, a good moisturizer, and SPF.
Step 2: Choose Multi-Use Products
Look for items that can do more than one thing—like tinted moisturizers with SPF, or lip-and-cheek sticks. Brow gels that also shape can replace several tools.
Step 3: Stick to Neutral Shades
Taupe, beige, rose, and soft browns offer a fresh and polished finish. These earthy tones give a natural glow without feeling overdone.
Step 4: Highlight One or Two Features
Pick one feature to focus on—maybe it’s defined brows, a touch of blush, or a bit of tinted balm. The point is to enhance, not conceal.
Step 5: Use Buildable Formulas
Today’s products allow you to layer. You can go from a sheer daytime look to something more dramatic using the same items. Flexibility is key.
5. Why Clean Beauty Fits Into Minimalism
When you’re using fewer products, it’s essential to know what’s in them. Clean beauty ensures you’re not exposing your skin to harsh chemicals. Di Meo advises, “The quality of your makeup and how you remove it are just as important as how you apply it.”
Minimalism isn’t about skipping care—it’s about being intentional.
6. More Than Just a Look—It’s a Healthier Mindset
Minimalist beauty is not a set of rules. Whether your routine includes seven steps or just sunscreen and a smile, the goal is presence, not perfection. It’s about making space for what feels right.
Let go of pressure. Embrace what makes you feel good. And remember—sometimes less really is more.
