You know the stories, a classic of the lifestyle genre: someone is asked to share their skincare routine, which they describe as low-key, considered, "simple". Then they list a plethora of products that they use in the morning and another list they use at night. Simple? Okay, sure.
In recent years, this concept of uncomplicated beauty has become co-opted to mean something else entirely. But a new movement of streamlined skincare routines is emphasising super-targeted ingredients and functional versatility (yep, the 2-in-1 concept of yore) - with a less is more, green philosophy also sparking a wave of exciting local beauty start-ups.
This pared-back approach comes off the back of the Korean skincare craze, which embraced a complex daily regime that required commitment and a lot of products. The famous 10-step Korean skincare routine included a double-cleanse (balm/oil and foaming), exfoliator, toner, essence, ampoule/serum, sheet mask, eye cream, moisturiser and a night cream/sleep mask or SPF.
K-beauty took over the Western mainstream in 2011, with consumers drawn to its combination of affordability and results (some, like The New Yorker's Jia Tolentino, likened complex skincare routines to a nice, controllable project or coping mechanism during a tumultuous era of politics). It also spoke to beauty's new embrace of skincare and "natural beauty" - cult US brand Glossier launched in 2010 with its skin-first philosophy, an influential approach that has had its critics ("natural beauty" - that is, beauty that focuses on skincare rather than the expressive side of makeup - is often equated with a very whitewashed look). Cynics could say that the beauty industry simply replaced relatively affordable makeup with much more lucrative skincare: you only really need one mascara but there's expansive potential in the number of skincare products you can have on your shelf.
But increasingly, consumers have begun to question the need for all these products - and its wider impact.