Alison Gaither
Alison is an Analyst for Mintel's US Beauty and Personal Care Reports. Prior to joining Mintel in 2015, Alison spent four years as an educator for a leading beauty retailer and a global research analyst in CPG.

The natural make-up look is still on trend, with the minimalist movement affecting more than make-up looks as women begin to “Kondo” their beauty cabinets. Marie Kondo’s best-selling book, The Life-Changing Magic of Tidying Up and subsequent Netflix series has created a global mission to de-clutter one’s life. This movement to throw out the excess and stick to what is needed is becoming the new norm as women adapt their beauty routines – and product choices – to reflect this growing trend.

Some beauty brands are adapting the minimalist trend by adjusting packaging to take up less space without skimping on product size. I sat down with Mintel Home & Personal Care Analyst, Olivia Guinaugh to discuss a few beauty products that not only take up less space, but are travel friendly as well.

beautyblender Bounce Liquid Whip foundation

This product takes the mess out of the foundation equation. The built-in tray allows the user to pump the product directly into the tray, eliminating the need to pump foundation onto hands or on another surface. Additionally, the foundation features a useful lock mechanism on the back that prevents the product from being dispensed in lieu of a lid.

Kaja Beauty Bento Bouncy Shimmer Eyeshadow Trio

The cream-to-powder shadows are housed in a tiny, stackable palette instead of the typical long, rectangular eyeshadow palettes I’m used to seeing. The eyeshadow is perfect for on-the-go because the cream format makes the product less likely to break than powder, and is meant to be applied with your fingers.

Dose of Colors Eyedeal Duo

The duo is a pairing of tinted eye primer and loose pigment, and is available in a similar stacked format to the Kaja trio. Compared to other powder or cream eyeshadows, there is a bit of a learning curve associated with using loose pigments because they can cause unwanted fallout. This is where bits of shadow or pigment fall onto the cheekbone or undereye and can be tricky to remove. The inclusion of a tinted primer is a clever way to avoid this issue as the loose pigment will stick to the primer.

What we think

As women to continue to look for ways to declutter their makeup collection, brands will need to create product sizes that match their layered needs. Mintel Beauty and Personal Care trend, You 2.0 predicts consumers will gravitate towards variety-sizes and smaller pack sizes as a way to reduce waste and take up less space.