System Akvile is app-based skincare aiming to build long-term habits that disrupt traditional forms of acne treatment – and audience approaches to them. By helping people understand their skin, the app targets user drop-off points and instead nudges them into a sustained approach.

Compared to past generations of teens, Gen Z’s aesthetic ideals are distinctly low-key, with the pursuit of an inside-out glow meaning that cosmetics purchases tend to revolve around intelligent skincare routines. So, how does make-up fit into this minimalist approach to beauty?

In the shift towards ‘skinimalism’, people are rejecting complex skincare routines that sap time and put them out of pocket. BusyCo. is tapping into this with waste-free wipes for women who want to feel fresh and pampered on the go, without having to commit to an extensive skincare routine

While 2020 saw people soothing themselves with skincare, leading to complex and lengthy routines, a counter-movement embracing minimal steps has emerged. As people take more scaled-back approaches to consumerism, many are favouring simplified, mindful approaches to self-care and beauty.