When it comes to skincare, nothing matters more than the formula and its ingredients. Although, in a bid to strike it rich, brands have gone all out to catch our attention and slowly but surely have deviated from the fundamentals. This is where packaging comes to play. They’ve used it as bait to create a persona for their brand. And they’ve succeeded stupendously. To think of all the innovations, available in innumerable sizes, that can be customized to your suit your preference, is simply appalling.
Our environment-conscious millennials, however, seem to recognize this. And prefer to call a spade a spade. And for them, the more luxe the packaging, the further away they tread. Which has invariably stirred a revolution. Internationally brands like Herbivore, The Ordinary and Drunk Elephant may have pioneered this trend. But it’s our homegrown brands seem to have caught on to this trend rather quickly and they’ve backtracked to clear the clutter.
What’s really going on?
It’s a no-brainer. Climate change is a BIG deal, guys. It’s set into motion, a movement that calls for sustainable living and minimalism. Thank god for it, because a lot of brands have been listening, and are churning products in simple, yet elegant casings. We’re now seeing a lot less plastic and a lot more glass bottles, simple labels that clearly state the ingredients, and shorter shelf lives to ensure that we have fresh and skin-friendly formulations.
The question is, why?
There’s a pretty good reason why brands are being straightforward in terms of packaging. Millennials are far more informed than the average Gen X adults, and we’ve only got the internet to laud. They actively practice conscious consumerism and are truly passionate and mindful of the kind of ingredients that grace their skin. They’re also busy achieving goals in their personal lives and careers, which means that their lifestyle really has no room for bulky, fancy packaging. They crave the no-frills skincare that is easy to use, skin and environmental-friendly, and is simple and clear in formulation. Being a millennial means business, for sure.
If we had to pick five transparent beauty brands that fit the bill, here’s what we’d choose.
Looking at every product by Klairs is somewhat like taking in a breath of fresh, crisp air. Most of its products come in a clear packaging with a simple white label that states its ingredients and short summary on how to use it. One of our favorites is the Klairs Freshly Juiced Vitamin Drops. The brand is also vegan and cruelty-free, which means clean and sensitive skin-friendly products.
No fancy designs and no tacky fonts. If you’re looking for classy skincare products to add to your vanity, Plum is quite an easy choice. The products come in frosted glass tubs and bottles, which house some of the silkiest creams, serums and gels. You’ve got to try the Plum Green Tea Renewed Clarity Night Gel, to really quench your skin as you sleep.
If you have sensitive skin, you probably are no stranger to Simple. True to its name, the brand touts wholesome simplicity and clean ingredients that won’t breakout your skin. It is clear when it comes to ingredients and pretty much states every ingredient on its packaging. Not to mention, it’s mantra of non-toxic skincare means that your safe is in good, nurturing hands. The Simple Kind To Skin Refreshing Facial Wash is without a doubt, the best option to wash off the daily grime off your face and contains a chock full of vitamins to replenish your skin.
We’re suckers for frosted glass jars and ENN is perfect to fulfill our skincare-in-little-glass-pots fantasies. It comes with amazing black label, that talks all about the organic nature of the products. Just look at the ENN About To Glow Saffron Infused 100 Times Washed Ghee! It’s rich packaging along with its list of ingredients is pretty much the DIY recipe of your dreams.
You really can’t go wrong with PureSense. The brand takes a very clear stance against SLS, mineral oil, formaldehyde and carcinogens. They primarily use macadamia nut oil and olive oil, and every product is meant to moisturize the skin. In fact, even the wax in their PureSense Macadamia Relaxing Hand Poured Body Massage Candle can be used to moisturize your skin once it’s a little cool. Some may call their packaging bulky as everything is made from glass and wood, but TBH, their sustainability agenda is pretty hard-to-miss.