In Glossier’s new excavations on Capitol Hill, Seattlites are transported to the wonderland of a minimalist. Passing past the exterior brick walls and the line that winds past the entrance, visitors find themselves in an open space that emits a pale pink glow around every corner. The checkered tiling scales the floors and walls, and the wavy countertops contain an exquisitely designed product line, which envelops the perimeter of the store to frame the mossy fern sculpture that stands at the heart of the store.
With so many products to choose from, the store always manages to exude consistency and cleanliness which I could only dream of for my own bathroom counter. It made me wonder, “Could adding a sleek new mascara clean up the look of my makeup drawer? Could a new milky jelly-based cleanser spruce up my old bathroom counter? bath? “
With such perfect packaging and clean designs, how can I not fall victim to eyebrow and moon masks that I didn’t even know I needed?
If a company is capable of incorporating careful design into every aspect of its brand, it is Glossier; but they are not the only ones doing it. During the last decade, minimalism has burst into the beauty and skin care industry like never before. With the emergence of popular beauty brands like Kosas, Supergoop, Milk Makeup and The Ordinary, there is no doubt that the hottest beauty brands are linked by a common thread of minimalist aesthetics and product design.
“There’s a certain aesthetic to clean packaging, and when all of these products are lined up, they look cohesive,” said Sai Kukkadapu, third-year interaction design student. “They work well together.”
Understanding how minimalism found its place at the center of the beauty industry requires a deeper understanding of its design philosophy. Unlike its convoluted expressionist counterpart, the minimalist art movement emphasized art being seen in its purest form, representing ideas of truth and vulnerability.
These virtues have been translated seamlessly in the beauty industry. When something is minimal, it is spared or stripped to its most essential form. As the beauty industry has evolved, makeup has become more than just a way to cover up unwanted blemishes and has focused more on healthy skin care.
Perhaps that was when we first saw minimalism take hold in the beauty industry, with the rise of treat your skin in its most bare and vulnerable form.
Read it in Glossier’s motto “Skin First. Make-up second, or “Clinical Formulations with Integrity” from The Ordinary. With new beauty trends, tips and tricks, this industry is making consumers addicted, layering on the latest products and concoctions in the hopes of achieving flawless, glass-like skin.
However, it may have blurred the line between desire and necessity. Design is an important first impression, and the minimalist aesthetic seems to be one avenue that brands take to translate these core values to the public. Or, from a more cynical point of view, to capitalize on their perceived transparency.
“It just seems more honest,” Kukkadapu said. “When I see the packaging, say of Glossier or The Ordinary, I can understand exactly what it is from the title. There aren’t a lot of extra frills that will cloud my judgment – I know exactly what I’m buying and what it’s going to do for my skin. It’s more efficient and that’s what really attracts me.
While there are intricate intricacies in finding product formulas, in the eyes of the customer, minimalist packaging echoes ideas of effortless ease and beauty. If expressionism is loud and elaborate, minimalist art is within everyone’s reach, because it removes complex metaphors that few people would understand. The philosophy of minimalism encourages designers to express the essence of what is needed, getting rid of any excess details or information.
“It feels less like you’re being explicitly advertised and that each of these products is a blank slate that can meet anyone’s needs. “ Second-year design student Naomi Pleasure-Park said. “These companies each have their own aesthetic.
While many of these companies tend to use sans-serif fonts like Arial or Helvetica – as opposed to the cold, academic Times New Roman – and white or transparent packaging, their brand styles “share a lot of designs that produce effects. similar, ”according to Pleasure. -To park.
“This strategy lets the products speak for themselves, [as] as opposed to relying on empty terminology, punchy graphics and bold colors common in drugstore brands, ”Pleasure-Park said.
Beyond serving as a method of differentiating products on a shelf, good design is integral to functionality. Kukkadapu explained that design, at its best, requires a deep understanding of human interactions.
“It often involves a lot of research, seeing what this problematic space is and designing to solve it,” Kukkadapu said. “When it comes to design, we take into account the psychology of people’s emotions, people’s feelings. Instead of looking at design alone, we see how design works when people are involved.
Maybe the idea behind minimalist beauty is that we all yearn for something simple, easy, and beautiful. While contouring, baking, and highlighting are fun, amateur makeup artists like me want to feel included in makeup history as well. Savvy marketing strategies and design concepts reassure even the most laid-back makeup and skincare user that there is a place for us among the crowded realm of multi-step skincare routines and tutorials. makeup.
Whether it’s in the look of an effortless and aesthetically pleasing skincare collection, or the simplicity of dabbing on a drop of your favorite serum before going out, minimalism has grown beyond a simple artistic movement, finding its way into the smaller parts of our daily routines. Perfect skin, beauty and appearance – skincare and makeup brands promise us they are all achievable.
Whether these promises are true is a whole other question, but by recognizing how we are communicated and approached by brands, we as consumers can become more informed buyers and stewards of our skin.
Contact contributing writer Erin Kim at [email protected] Twitter: @eringracekim
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