IN THE RUBRIC "NEW BRAND" we talk about cool independent and large brands that have just appeared - or have become famous for a long time and finally became available in Russia.
What is it: a Moscow brand that produces basic care cosmetics with interesting fragrances in recyclable packaging
Where can I buy: beauty-minimalist.com
Today, both consumers and creators of new brands value minimalism in formulations and packaging - at least in the American indie segment, more and more brands appear that pack products in simple cans and rely on an understandable composition, and not on extracts of "magic" plants and "Nanotechnology". In Russia, something similar is being done by an organic brand 22 | 11. If you like creams and shampoos in stylish jars, we recommend paying attention to the newly launched Beauty Minimalist product line.
The founders of the brand, journalist Yulia Yeltsova and IT specialist Olga Garanina, came up with a concept inspired by travel - the girls wanted to make simple and effective cosmetics. A year was devoted to the development of formulations, so now the brand's assortment includes six products: hand and body creams, shampoo, conditioner, soap and shower gel - in general, a basic set for every day. Special attention should be paid to aromas with unusual, but fashionable notes: for example, hand cream smells of pure white flowers, and shampoo and conditioner - a "lemonade" mixture of rosemary and grapefruit. Yulia Yeltsova says: “Smells are one of the hardest parts of the job. We really wanted them to be neutral, without stereotypes about “female” and “male”. We smelled a lot of fragrances, and then tested the samples on friends. As a result, we settled on what we and the majority liked”.
Another pleasant detail - the creators of the brand adhere to the principles of conscious consumption and do not test cosmetics on animals, and also develop a system that will allow using ascetic packaging more than once. After the body products, Beauty Minimalist will also have several face products. According to Yulia, these will again be essential cans: an odorless universal balm, a cleanser and a sunscreen suitable for urban conditions.