These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Sallve's Facial Cleanser is an iconic product for those starting a minimalist routine, celebrated for its "less is more" philosophy. It effectively cleanses the skin, removing light makeup and pollution without causing dryness or tightness, a common concern with facial cleansers. Its gel formula is packed with beneficial ingredients like niacinamide to control oiliness, moringa extract for purification, phyto-squalane for hydration, and panthenol to soothe the skin. This combination ensures a gentle but deep clean, maintaining the skin's hydration and integrity. The product's success lies in its ability to provide a complete cleansing experience, making it a foundational and straightforward first step in any simplified skincare regimen. It is also vegan, cruelty-free, and comes in 100% recyclable packaging.
Key Product: Limpador Facial
MARKET LEADER
Biossance's Squalane + Phyto-Retinol Serum perfectly encapsulates the multi-benefit aspect of a minimalist routine. This lightweight serum offers a plant-based alternative to retinol, bakuchiol, which provides similar anti-aging results—like reducing the look of fine lines and wrinkles—without the common irritation or sun sensitivity associated with traditional retinol. This makes it a powerful single treatment step that addresses multiple concerns. The formula also includes niacinamide to help restore the skin barrier and squalane for essential moisture, leaving the skin smooth, firm, and radiant. Its ability to combine anti-aging treatment with hydration in one gentle, effective product makes it a top choice for consumers looking to simplify their routine while still achieving visible results.
Key Product: Squalane + Phyto-Retinol Serum
MARKET LEADER
The Adcos Sunscreen Stick is a prime example of a multifunctional product that is central to the Brazilian minimalist trend. It combines very high sun protection (FPS 80) with the practicality of a tinted foundation, offering high coverage that evens out skin tone and conceals imperfections. This two-in-one feature streamlines the morning routine by eliminating the need for separate sunscreen and makeup base products. Its stick format is practical for application and reapplication throughout the day, even over makeup. The formula is also designed to control oiliness and provides a matte, dry-touch finish, catering to the needs of various skin types in Brazil's climate. This product is highly regarded for its convenience and powerful dual function of protection and beautification.
Key Product: Protetor Solar Stick FPS 80
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 exhibits strong upward momentum in search interest and significant cultural buzz around simplifying skincare. While specific sales data is unavailable, the growing search volume suggests increasing consumer engagement and potential for sales growth.
Search interest for minimalist skincare routines shows a clear upward trajectory, indicating growing consumer adoption. The trend is gaining traction as a practical and conscious approach to skincare.
Google Trends (12 Months)
TikTok Posts
3 posts analyzed
Sallve
A trailblazer in the Brazilian digital beauty scene, Júlia Petit is a highly influential publicist, entrepreneur, and the founder of the popular skincare brand, Sallve. Having started with beauty tutorials in the early 2000s, she has become a leading voice in the national cosmetics market.
L'Oréal Paris
One of Brazil's most acclaimed and beloved actresses, Taís Araújo has a significant influence on the mass market, celebrated for her talent and authentic approach to beauty. Her advocacy for self-acceptance and consistent, simple self-care routines makes her a powerful proponent of the minimalist trend.