Views

A simplified philosophy for beauty brands

Across myriad categories, brands are finding success attracting consumers with the purposeful and thoughtful removal of certain elements.

Consider the growing deletion of sugar in food and beverage products, toxic-free clothing lines, or even the elimination of traditional marketing on packaging with a company like Brandless. This movement towards less is more is overwhelmingly present in the wellness & beauty category. Eunice Min, Chief Content Officer at Interbrand Seoul, explores this trend in greater detail and offers four key mantras for brands to keep top of mind.