Cosmetic simplicity has been developing in recent years. Several brands have risen to the challenge by creating new generation skincare products that contain only ingredients already in the skin. Find out how the least does the best.
Valérie Bauhain Maud Gontier
Simplicity in cosmetics
"Not long ago, I became an aficionado of the storage method of Marie Kondo, author of La Magie du rangement (Pocket), and this has caused a lot of changes, says Sophie, 39. After feeling oppressed by the amount of items stored at home, I began to worry about the endless list of ingredients written on the back of my jars of cream, does my skin really need it? " Sophie is not the only one trying to change her daily life to achieve this ideal of minimalist lifestyle. The desire to get rid of the superfluous also passes through an inner plan. And to answer it, a tendency to cosmetic simplicity emerges. New, smaller manufacturers are making their mark, and major brands are adopting it to lighten the formulas of their products.
Affinity research between active ingredients and skin
This new generation care contains few ingredients, chosen because they are already naturally present in the skin, and because they have an affinity with she and he bring a profit. It also allows brands to regain a trusting pact with users: they link the quality of these ingredients to the result. "Our latest global survey of women proves that it's a story of harmony with nature, with their emotions and with their lifestyle, "says Anne Guidollet, marketing and communication manager of L'Occitane en Provence. The brand's laboratory has just managed to meet a challenge: in the serum of its new range, Harmonie divine, the quantity of natural active ingredients (immortelle and Jania rubens, a red algae) takes precedence over that of the agents of the brand. texture and preservatives.
Yves Rocher's director of research, Xavier Ormancey, talks about "essential cosmetics": the formula of the serum elixir youth double action was reduced to twenty ingredients, against twenty-seven to thirty-nine in a classic serum.
Our pursuit of naturalness
If the components that ensure the texture and the preservation of the products arouse distrust, they are essential to guarantee the protection and the stability of the formulas. But in the face of external aggressions (sun, pollution, tobacco, etc.), our skin may be subject to microreactions creating a sensation of hypersensitivity. "The skin is irritated when the nerve endings are.In this case, it is better to avoid multiplying the ingredients to avoid cross-reactions, "warns biologist Jean-Claude Le Joliff, which explains why more and more consumers in search of sweetness seek the safety of the compounds.