These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Developed with dermatologists, the CeraVe Foaming Facial Cleanser is an icon of the minimalist trend due to its focus on essential ingredients and barrier care. Its formula is fragrance-free, non-comedogenic, and non-irritating, making it a safe choice for normal to oily and sensitive skin types. The cleanser effectively removes excess oil, dirt, and makeup without stripping the skin or leaving it feeling tight and dry. It features three essential ceramides to help restore and maintain the skin's natural barrier, hyaluronic acid to retain moisture, and niacinamide to calm the skin. This highlights the minimalist principle of using scientifically-backed, functional ingredients for a simple yet highly effective cleansing routine.
Key Product: Foaming Facial Cleanser
MARKET LEADER
Principia has established itself in Brazil with a "clean beauty" ethos, focusing on transparency and potent formulations at an accessible price point. The GL-01 Cleansing Gel perfectly represents this minimalist trend. It features a straightforward and effective formula containing 2% Salicylic Acid to control oiliness and unclog pores, and 5% Glycerin to ensure balanced hydration. This product avoids unnecessary ingredients, focusing on a core function: to cleanse effectively without causing dryness. Its simple pump packaging is practical, and its reputation for delivering results without a high cost makes it a top-of-mind choice for consumers seeking functional, honest skincare.
Key Product: Gel de Limpeza GL-01
MARKET LEADER
The Neutrogena Purified Skin Gel Cleanser is a popular choice that aligns with the minimalist trend by offering a gentle yet deep clean that respects the skin's natural pH. Its key ingredient, Glycolic Acid, promotes cell renewal, resulting in fresher, softer skin with daily use. The product is designed to eliminate impurities and reduce oiliness without the harsh, stripping feeling often associated with cleansers for oily skin. This focus on a balanced, effective, and refreshing cleanse makes it a staple for those who prefer a straightforward and reliable skincare routine.
Key Product: Purified Skin Gel de Limpeza
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
The trend shows strong upward momentum in search interest and is gaining cultural traction through 'skinimalism' and 'quiet beauty' movements. While specific sales volume is unavailable, the increasing search interest suggests growing commercial potential.
Search interest for minimalist cleansers has shown a significant upward trend, indicating growing consumer interest. The trend is being fueled by a desire for simplified skincare routines and clean beauty.
Google Trends (12 Months)
TikTok Posts
Dior
World-renowned Brazilian supermodel, global icon of beauty, wellness, and environmental advocacy.
MAC Cosmetics
A prominent Brazilian actress who started her career at a young age, Bruna Marquezine has become a major influencer in fashion and beauty.
Sallve
A singer, songwriter, actress, and former Big Brother Brasil contestant, Manu Gavassi is a highly influential figure, especially among the younger demographic in Brazil.