Using too many products containing potentially harsh synthetic ingredients is going to have the reverse effect that you want; stripping the skin of its natural oils, upsetting the PH balance and causing a cycle of inflammation and irritation. Modern life means we are often short of time, stressed and looking for products that multi-task and deliver on results – we haven’t got time to apply multiple products to get the desired glow. The ‘skinimalism’ format includes fewer multi-functional products that are results lead.
Founder and facialist and body worker Susie, gained first-hand experience of various natural and cosmeceutical ingredients and their potential benefits after working with various branded products over the years as a hands-on holistic therapist. Her passion lead her to develop a boutique skincare line that met all skin needs of her clients in terms of boosting hydration, barrier protection, skin nourishment, uplifting emotional wellbeing and revealing radiance; along with tackling more targeted concerns such as inflammation, pigmentation, dry, oily and aging skin. Susie set out to deliver solutions to these issues with multi-purpose formulations, through a boutique collection that delivers a high level of potency. This is opposite approach to a ten-step Korean facial ritual for example.
Skinimalism is about quality of ingredients over quantity of products. A pure formulation containing a high percentage of active botanicals provides essential daily skin therapy. As opposed to using lots of different products that contain very few antioxidants, that mainly consist of water and synthetic filling ingredients. Seaweed was always the favourite ingredient of choice for Susie and is the hero ingredient in the Susie Mermaid Skincare collection. Seaweed is the ultimate superpower ingredient, being rich in minerals and vitamins, boasting antibacterial and anti-inflammatory properties with superior hydration and age-defending properties.
Pairing back is our approach to skincare. This doesn’t mean cutting quality, it means enhancing and focusing purely on quality and efficacy. It’s the difference between eating in a main stream restaurant with 20 dishes on the menu to choose from. The ingredients are not organic and the taste won’t be amazing. The experience won’t touch you on an emotional level. Compare this to a boutique independent restaurant, with a small tasting menu with just 6 dishes on the menu, they use freshly picked organic produce. You savour this because the food is lovingly created with passion and authenticity; it tastes amazing and you feel good, and this is how we approach our formulating.