Minimalist

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Showing all 29 results

Founded in 2020 with the belief that the beauty industry requires a revolution with respect to TRANSPARENCY. There is a lot of inaccurate advice and incorrect claims being made by beauty brands which result in fear-mongering, misconceptions, and eventually consumers making wrong decisions.

For example, the blind march toward beauty products with 'Natural' claims is really concerning. There is a misconception that 100% natural is safe and 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 wanted to address this issue of lack of transparency through a range of products that are straightforward, honest, and do what they claim to do. No unnecessary marketing fluff. And this is how Minimalist was born.