Super-strength this, turbo-action that... with so much noise in the skincare industry right now, you'd be forgiven for thinking the key to a healthy, radiant complexion lay in a bathroom cabinet bursting with products. Talk of 15-step skincare routines and cocktailing countless potent formulas has led many people to make 'more is more (then add a few drops more)' their skin mantra.

But if a report by Pinterest is anything to go by, the tide may be about to turn. Skinimalism (or 'skin minimalism') is tipped to be one of 2021's hottest beauty trends with the image-sharing platform predicting we'll be embracing slow beauty with a new routine that's simple and sustainable.

For Lauren and me, skinimalism is more than just a buzz word. A pared-back approach to skincare is the very essence of our brand. From streamlined blends that are free from unnecessary filler ingredients (like fragrance or essential oils) to our plastic-free sustainable glass bottles, simplicity is at the heart of By Sarah London.

Here, I explain just how to pare things back and why embracing skinimalism could help solve some of your biggest beauty bugbears...

Can a streamlined skincare routine help treat acne or dry skin?

An elaborate multi-step skincare routine doesn't just take its toll on your bank balance. Overloading the skin with a barrage of different formulas, excessive exfoliation, too many actives and synthetic fragrance or essential oils can all disturb its natural equilibrium system (the microbiome) and weaken that important protective barrier.

The tell-tale signs of this? Sensitivity, dehydration, dullness, dry skin, roughness and even acne. If you've suddenly noticed an onset of any of the above, it's well worth reconsidering your routine.

Pare everything back – focusing on using just a few key products that support your skin's own ability to regenerate and restore itself – and prepare to say hello to a calmer, clearer and more radiant complexion.

What is the best way to simplify my skincare routine?

Choose carefully considered formulas with transparency of ingredients. Scrutinise ingredient labels and look for curated skincare collections with multitasking, hardworking formulas such as By Sarah London.

Our Balancer Oil-to-milk Cleanser works to cleanse, hydrate and protect the skin, without disrupting its natural pH balance. Forget multiple micellar waters, eye makeup removers and face washes; this do-it-all oil does the job of removing makeup (including mascara) as well as banishing grime after a workout, or pollution at the end of a day spent in the city.

Similarly, our Hero Facial Oil – a nourishing daily powerhouse that's free from fragrance and essential oils – can be enjoyed morning and night without the need for an additional moisturiser or eye cream. It offers antioxidant powers, oil-balancing abilities and helps boost your glow.

Switching out a shedload of products for these two simple steps will transform your skincare routine, satisfy your complexion AND save you time in the mornings and evenings.

Is the skinimalism trend more sustainable?

Simply cutting back on the number of products you use daily will naturally help reduce your carbon footprint (just think of all the energy that's normally used to make a product, transport it and then get rid of the packaging at the end). But one of the biggest differences you can make is by choosing sustainable products in the first place. At By Sarah London, we are committed to minimising our environmental footprint and always choose the most eco-friendly packaging options. In July 2019, we were awarded the Eco Age Brandmark for recognition of sustainable excellence.

You won't find any external cartons or single-use plastic, bubble wrap or packing tape with our products. And we only use amber glass bottles and jars throughout our collection – these are all fully recyclable and reusable. I like upcycling mine into a single stem vase or for chic jewellery storage.

Happier skin, better eco credentials, a tidier bathroom cabinet AND more time to kick back and relax every evening... what's not to love? 

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Written by: Sarah, Co-Founder, By Sarah London

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