Minimalism Simplified: Rethinking Formulation for Performance and Purpose

Cosmetic Complexity Meets Consumer Simplicity

Today’s cosmetic formulators operate in an environment of increasing complexity. With evolving regulations, expanding ingredient lists, and rising consumer expectations, the demand for products that are simultaneously effective, sustainable, and marketable has never been higher. But while formulations have become more elaborate, consumers are asking for something different: less.

This “less-is-more” mindset reflects a growing movement in beauty. Shoppers are now gravitating toward streamlined routines and simplified product labels. They want transparency in what goes into their skin and a routine that doesn’t require five different serums or a 10-step regimen. On top of that, environmental concerns are reshaping formulation strategy. Consumers want assurance that what they use is not only good for their skin, but also responsible in its sourcing, manufacturing, and disposal. For formulators, that means simplifying product architecture without compromising performance or sensorial quality.

When Fewer Ingredients Means Greater Formulation Pressure

Minimizing complexity in a formulation is not a simple task. Cosmetic chemists must ensure that a reduced number of ingredients can deliver multi-functional performance. This is especially difficult when replacing conventional additives, emollients, emulsifiers, or preservatives with alternatives that can maintain the product’s feel, stability, and efficacy.

A key challenge is finding ingredients that can take on multiple roles within a formulation—hydration, emulsification, skin conditioning, preservation, and sensory modification—without causing compatibility issues or requiring additional functional aids. There is also the growing pressure to move away from water-heavy systems, not just because of sustainability demands, but due to supply chain volatility and increasing awareness around water as a limited resource. Creating formulations that are concentrated, water-free, or require less water to manufacture presents both innovation opportunities and formulation constraints.

Formulators also face consumer skepticism. Claims like “clean,” “natural,” and “minimal” are often conflated or misunderstood. Brands are increasingly held accountable for every INCI on a label, and the bar for consumer trust is rising. As a result, formulators must balance performance, aesthetic quality, safety, and transparency—all with a shorter ingredient list.

Why Minimalism Is the Future of Beauty Formulation

The minimalism trend isn’t a marketing gimmick—it’s a reflection of a broader societal shift. According to a 2023 Euromonitor report, 43% of global beauty consumers say they actively seek out products with fewer ingredients, and 37% are more likely to trust a product that clearly explains why each ingredient is included. This speaks directly to the clean-label movement, where ingredient transparency is no longer a brand differentiator—it’s a baseline expectation.

Sustainability is another driver. The production and processing of water in personal care products contributes significantly to a product’s carbon footprint. A 2021 study in the Journal of Cleaner Production found that reducing water content by just 20% in formulations can significantly cut greenhouse gas emissions during the lifecycle of a product. The shift toward solid, concentrated, or waterless formats can play a vital role in resource conservation across the supply chain.

From an innovation standpoint, minimalism is also encouraging a smarter approach to formulation architecture. Instead of stacking ingredients with overlapping benefits, the future lies in selecting synergistic materials that deliver multiple performance claims in one. Formulators are now embracing this as a way to reduce risk, improve stability, streamline testing, and shorten time to market. Minimalism doesn’t mean compromising—it means refining.

How We Help Formulators Streamline Without Sacrificing

At Deveraux Specialties, our Minimalism Simplified pillar focuses on empowering formulators to do more with less. Our ingredient portfolio includes multifunctional materials that allow formulators to reduce the total number of ingredients in a formula while still achieving high-performance outcomes. These ingredients not only replace multiple functional components, but also support clean-label claims and resource-efficient manufacturing.

We provide emollients that deliver both moisturization and sensorial enhancement, allowing formulators to streamline textures while supporting barrier function. Our natural emulsifiers double as skin conditioners, enabling fewer formulation steps and cleaner labels.

In place of multiple stabilizers and thickeners, we offer polymeric systems that provide viscosity control, film-forming benefits, and water resistance—all in one. These are especially effective in reducing the need for separate aesthetic or performance additives.

For water-conscious formats, our selection includes waterless-compatible ingredients ideal for balms, sticks, and powders. These materials are optimized for anhydrous systems and concentrated delivery formats, making them well suited for sustainability-driven product lines.

We also support mild preservation strategies using ingredients that combine broad-spectrum protection with added skin benefits—enabling formulators to avoid layering multiple functional agents while still meeting safety requirements.

Together, these ingredient categories give formulators the flexibility to create high-performance products with shorter INCI lists, fewer formulation steps, and reduced environmental impact—fulfilling the promise of minimalism with maximum efficiency.

Reducing Waste. Increasing Impact.

Deveraux Specialties believes that simplicity is not the opposite of sophistication—it is a mark of mastery. Our Minimalism Simplified pillar enables brands to design modern, resource-efficient formulations that are easy to use, better for the environment, and aligned with what today’s consumers actually want. We help formulators take a science-based approach to minimalism: choosing each ingredient with purpose and maximizing its function in the overall system.

Whether you’re developing a concentrated cream, a waterless stick, or a multifunctional serum, our portfolio offers the materials and support needed to reduce input and expand output. For brands looking to meet sustainability goals, regulatory demands, and consumer expectations in one move, minimalism isn’t just a strategy—it’s a competitive advantage.

Ready to streamline your formulations without sacrificing performance? Explore our Minimalism Simplified ingredient solutions and discover how less can truly do more.

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