A shift to simpler routines: Is skinimalism the new K-beauty?

It’s 7:45am. You’re rushing to get out the door, coffee in one hand, phone in the other, and staring into your mirror wondering if you really have the energy to layer on toner, essence, serum, ampoule, moisturiser and SPF before even starting on your makeup.

For years, the 10-step K-beauty routine was the ultimate gold standard with glass skin, poreless glow, and a bathroom shelf that looked like a mini Sephora. But recently, something has changed. People are celebrating bare-faced skin and embracing simpler routines. Maybe, you're starting to feel like less is more, too.

What is skinimalism?

Skinimalism is about stepping back and letting your skin lead the way. At its heart, it’s a minimalist approach to beauty that focuses on fewer products, intentional ingredients, and a natural finish. You have to tune into what your skin actually needs.

Instead of stacking multiple serums and chasing every buzzy ingredient on the market, skinimalists choose a handful of reliable, multipurpose products. Think of it as skincare with boundaries. Cleanser, moisturiser, SPF, maybe a single treatment, and that’s it. Makeup, if worn, is typically light and breathable. Rather than hiding flaws, the aim is to enhance your best self.

On top of streamlining your bathroom shelf, skinimalism is about rejecting the pressure to look “perfect” and embracing real, lived-in skin.

The shift from traditional K-beauty

K-beauty gave us so much: innovation, fun textures, self-care rituals. It taught us that skincare could be joyful and expressive. But the appeal of those long routines is starting to wear thin.

With school, internships, work, side hustles, and a constant stream of content to keep up with, there’s simply less time to dedicate to a 30-minute nightly routine. For many, using too many actives or layering incorrectly has led to more breakouts and barrier damage than good.

Even in Korea, beauty consumers are paring back. Relatively new brands like KraveBeauty, founded by Korean influencer Liah Yoo, are gaining traction with their “press reset” philosophy, encouraging people to use only what’s necessary. Their Matcha Heartleaf Hydrating Cleanser is a cult-favourite for being simple and effective.

Why simple is best

Skinimalism fits naturally into a broader lifestyle of intentionality and mental wellness. Instead of chasing endless perfection, the goal is to build a sustainable routine that fits into real life, without guilt, pressure, or overspending.

Using fewer products also means getting to know your skin better. You’re no longer masking problems with layers of coverage. You’re solving them with patience and consistency.

A gentle cleanser like Hada Labo Super Hyaluronic Acid Hydrating Foam Wash effectively cleans without stripping your skin barrier. For hydration, Laneige ​​Water Bank Blue Hyaluronic Cream Moisturiser delivers deep moisture in a single step. When it comes to SPF, the lightweight Anessa Perfect UV Sunscreen Skincare Milk is a favourite across humid Southeast Asia for its non-greasy finish.

As for makeup, the minimalist trend extends there, too. The Etude Fixing Tint offers a soft, blurred matte lip without the need for liner. And Shiseido’s Integrate Gracy Essence Base BB is a one-step base product that blends skincare and light coverage, perfect for those effortless skin days.

How to practise skinimalism

Start by streamlining your routine. Instead of layering five products, try reducing it to just three to four essentials: a gentle cleanser, a hydrating toner or serum, a moisturiser, and sunscreen. This gives your skin room to breathe and makes it easier to track what works.

Pay attention to your skin’s current needs. Your skin changes with weather, stress, and hormones, so there’s no need to stick rigidly to the same routine year-round. If your skin feels calm and balanced, you might not need that exfoliating toner or extra essence.

Choose multi-functional products. Look for skincare that does more than one job, like hydrating lotions with ceramides, or BB creams with SPF. This cuts down both time and steps in your routine without sacrificing effectiveness.

Finally, be patient. Skinimalism is about long-term balance. The less you do, the more you may start to notice your skin thriving on its own. It is a glow-up that doesn’t require a dozen steps, just a little more self-awareness.

So is skinimalism the new K-beauty? Not quite a replacement, but it might be its calmer, wiser sibling. One that’s less obsessed with the latest trend, and more in tune with what makes you feel good. That’s a kind of beauty worth investing in.

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