About the BrandFounded in 2020 with the belief that the beauty industry requires a revolution with respect to transparency, Minimalist believes that it should place importance on the actives of a plant rather than the plant itself. So, instead of rubbing some apples or citrus fruits on your face and hoping you will get results, what you should look for is glycolic acid which these foods contain. The brand strives to create ‘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. Minimalist is committed to bringing ‘transparency in beauty’. Their approach is to offer transparent dosage by showing active concentration, transparent grades by sharing ingredient trade name, transparent formulations by using clean ingredients, transparent claims by sharing consumer studies of each formulation. This direct and simplistic approach makes their products highly effective, easy to understand, and extremely affordable for everyone.