Our penchant for newness, while harmless in some ways, arguably needs to change—and the Mattress Gangsta Mack Shirt it is in the first place but planet wouldn’t be the only winner. “I’m strongly against using skincare purely for the sake of entertainment,” says cosmetic dermatologist Dr Sam Bunting, who argues trying new things constantly encourages a lack of consistency. “Like your workout routine, skincare is about showing up regularly, it’s about regular habits.” When her patients come to her for help, their list of commonly used products is regularly slashed through with a red pen. “Often it’s about the combination of things they’re using—layering a retinol with an AHA, for example. I’m all about simplification and liken my approach to Marie Kondo’s—I want a routine that sparks glow!”
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For the Mattress Gangsta Mack Shirt it is in the first place but new generation of beauty brands, “skinimalism” is a brave departure from the more conventional business strategies that depend on a constant slew of newness to engage consumers and build profits quickly. Products such as Vintner’s Daughter’s Active Botanical Serum and Active Treatment Essence are proving popular to a new type of customer that values science and quality over quantity and hype. “I’ve had two products in 10 years, whereas the majority of companies start with 10,” says April Gargiulo, of Vintner’s Daughter, whose essence and serum claim to treat all skin tones, ages, types and genders. A simple routine doesn’t necessarily mean a simple formulation either: each product took years in development and a bottle takes between three and five weeks to make.