Nowadays, bathroom shelves carry more bottles than personal libraries hold books. Though, some Americans are choosing to move in the opposite direction towards simplicity and mindfulness. Skinimalism, as the beauty industry calls the trend, has grown into a new philosophy for care with fewer products resulting in deeper meaning.
Once, healthy skin was thought to be attained through meticulous and complicated series of multi-stepped ritual. Today, dermatologists and estheticians have increased the reminder that true luxury lies in understanding and acknowledging your own skin.
“Skin is a living organ, skin is not a laboratory.”
This is so stated by Kamilla Utsumieva. Utsumiyeva is an aesthetic cosmetology expert, and winner in the category “Best Cosmetologist” of the Medical Stars Awards (2021) where she returned as a jury member in 2023. Her method is an amalgamation of science, minimalism, and personalization.
“We live in an era of information noise,” Utsumieva explains. “People read hundreds of tips, buy dozens of products, and end up overwhelming their skin. But the skin doesn’t respond to quantity, it responds to harmony.”
Personalization in cosmetology doesn’t start with skincare products but with diagnostics, she claims. “Each person is unique — considering genetics, climate, lifestyle, stress, nutrition, and all of it affects the skin. That is why universal schemes don’t work. My job is to help people understand their skin and build a personal routine without overload or extremes.”
Minimalism is strategy, not rejection.
The new form of intelligence in the beauty world is simplicity. Americans are increasingly moving away from endless multi-step skincare routines in favor of smart simplicity such as a gentle cleanser, one active ingredient, and a reliable sunscreen.
“Minimalism doesn’t mean doing nothing,” Kamilla clarifies. “It means doing it right. If before we built skincare like a pyramid, now it is more like a formula. For example, a serum with niacinamide can replace several products — it soothes, regulates sebum, and supports the skin barrier at once.”
Prioritizing technology and science over buzzwords.
A catalyst behind this shift to minimalism is the integration of science. Experts like Kamilla Utsumieva are using technology like digital skin diagnostics, microbiome analysis, and sensitivity or metabolism testing to create routines based on data rather than trends.
“Modern cosmetology is no longer about chasing beauty — it’s about communication between a person and their skin. Personalization is about listening, not dictating. Minimalism makes that dialogue clearer,” she says.
The path towards mindfulness
Growing awareness of sustainability and emotional well-being aligns with the skinimalism trend in the U.S. This is prompting more brands to focus on clean ingredients, recyclable packaging, and the less is more mentality. For Kamilla, this is a natural evolution:
“Skincare is not a battle against wrinkles, it is an act of self-care. When we simplify our rituals, we reclaim our time and attention. And that, to me, is the best anti-aging effect.”
About the Expert:
Kamilla Utsumieva is a leading expert in aesthetic cosmetology, specializing in restorative and anti-aging techniques. She is the winner of The Medical Stars Awards 2021 (DV Style Media Agency, Moscow) in the category Best Cosmetologist.
