Founded in 2020, Minimalist was born from the belief that the beauty industry needs a revolution in transparency. Amidst misleading advice, fear-mongering, and exaggerated claims by many beauty brands, consumers are often led to make uninformed decisions.
For instance, the widespread misconception that "natural" products are inherently safe and effective, while anything "chemical" is harmful, is misleading. The truth is, everything is a chemical—water included—making 'chemical-free' a myth.
At Minimalist, we aim to bridge the gap with honest, straightforward products that deliver results without unnecessary marketing fluff. Transparency, science-backed formulations, and effectiveness are at the core of what we do.