The irony of demureness and minimalism seems overwhelming yet appealing. Regarding skincare, minimalism offers the idea of reducing your skincare routine to essential steps, buying products with simple ingredients, and avoiding consumerism. More simply, “less is more” — as the saying goes.  

Minimalism rejects the need for endless products and superficial validation. Indeed, one might call this“very mindful, very demure.” And yet, in the West, many of these same minimalist products come from luxury brands that reinforce superficiality and status.

While straightforward brands like The Ordinary and The Inkey List do exist, they don’t tout “goody-goody” branding. They present themselves for what they are – effective and ingredient-focused skincare. Meanwhile, brands like La Mer and Gwenyth Paltrow’s good.clean.goop just sell the idea of simplicity and mindfulness. However, the ingredients, such as “miracle broth” and “spinach leaf extract,” are not only ambiguous but mediocre. Read here (The Insane Reason La Mer Charges $500 for their moisturizer) and here  (Why Is good.clean.goop coming for Gen Z?) for more.

Nevertheless, consumers buy into the idea of these “mindful” products. Within luxury skincare, there has been an increased demand for  “crafted formulas,” modest ingredient lists, and demure yet signature packaging — even if the product is not great.

Consequently, just because something appears mindful and demure doesn't mean that it is. So, how does this apply to everyday life? Well, the concept of image versus reality is present in human behavior too. To begin with, demure means presenting behavior that is reserved and modest. Typically referring to a woman, the word evokes ideas about modest beauty and desirability. And in 2024, we now have the “very modest, very demure aesthetic” on social media, standing in stark contrast to the undesirable “pick me” trope. But, for many, the two create a tension that frustrates self-image, especially for women.

So now, you have to be modest but not too plain. You have to be unique, but you cannot appear as though you’re trying too hard. It's all very overwhelming. That’s why the focus should be on living authentically and valuing the core ingredients that make us who we are. Constantly trying to do things in a way that appeases others becomes tiresome. Instead, we should be able to present ourselves authentically and live comfortably. 

For example, when it comes to self-care or skincare, we should just do what feels natural to us. Your self-care routines do not have to be mindful of anyone’s standards but your own. At any rate, practicing mindful skincare does not have to be lux, demure, or elitist. For instance, if you truly want to be mindful about simplifying and boosting your skincare routine, here are 3 simple, vegan, and cruelty-free products that can help.

e.l.f Skin Acne Clarifying Cleanser - $8

This is a fragrance-free, gentle cleanser with niacinamide, 1% BHA, and zinc. The BHA dissolves oil within pores while the zinc niacinamide soothes the skin and controls oil production. This makes it a great choice for acne-prone skin. Moreover, this cleanser has tranexamic acid, which helps to lessen hyperpigmentation and heal uneven spots. E.l.f is also very mindful of sustainability with the following initiatives (courtesy of e.l.f).

Reducing the amount of packaging

Through Project Unicorn, e.l.f has eliminated 2.5 million pounds of excess packaging.

 

Certified fair trade

E.l.f. Beauty pays a premium on every product's cost of goods that goes directly to the factory
workers to use for improving their communities.

Actually sensible and modest packaging 

E.l.f removed the faux metal finish and matte varnish on our primer packaging as one of the next steps in our journey to reduce waste and establish more sustainable process.

Effective recycling 

E.l.f has teamed up with How2Recycle® to provide clear, consistent disposal instructions on our products, starting with e.l.f. SKIN.

EADEM Cashmere Peel Gentle Exfoliating AHA + PHA Toner - $42 

This product is not essential, and you really only need a cleanser and sunscreen. But, if you're looking for something a little more lux, this brand actually has a mindful ethos behind it. With lactic and azelaic acid, this toner refines, hydrates, and softens the skin. You can use this day or night, and it will provide a little bit of extra exfoliation, removing any of those dead skin cells. This toner can also help to resolve redness and blemishes. 

Furthermore, EADEM is Black and AAPI owned, making it a mindful choice for supporting beauty plus inclusiveness. EADEM also works to dismantle unfair beauty standards, create representation within the industry's workforce, and amplify the narratives of women.

Isntree Purple Protector Sunscreen 

As for natural  ingredients, the word itself is kind of ambiguous. However, if you're mindful of and partial to botanical ingredients, this SPF includes red muan onions from a Korean farm. This sunscreen took two years to make, and it’s admired for it’s beloved soft, purple color. 

Red onion, which gives the sunscreen it’s color is mild or “modest” ingredient that is sulfur rich. Likewise, it has antifungal and antibacterial properties, making it a great ingredient for acne prone skin. Red onions are also abundant in antioxidants.

These three products make up a mindful skincare routine, especially for acne. So, remember to enjoy some self-care, and make sure you find time for softness in your weekly routine, especially the type that feels natural to you.