Less is more? Understanding the Beauty Practice of Skinimalism Through Minimalist Consumer Typologies Celia Anias Prados & Despoina Tsaklidou Supervisor: Eva Maria Jernsand Master’s Thesis in Marketing and Consumption Spring 2025 Graduate School, School of Business, Economics and Law, University of Gothenburg, Sweden 1. Abstract This thesis investigates skinimalism, a minimalist beauty movement centered on streamlined skincare routines, multifunctional products, and ingredient transparency, as a discursive space for rethinking minimalist consumption practices. Drawing on Practice Theory and the Minimalist Consumer Typology proposed by Pangarkar et al. (2021), the study explores why consumers adopt skinimalism, how they enact it, and what consequences follow. Using a qualitative netnographic approach, the research analyzes a dataset drawn from highly-engaging content, comprising nine video transcripts from YouTube and TikTok, and 10,647 user comments: 3,222 from YouTube, 6,952 from TikTok and 473 from Reddit. Thematic analysis generated 19 codes, structured across three themes (drivers, practices, and implications) which were then synthesized into four distinct consumer profiles: Voluntary Simplifiers, Reduced-Consumption Minimalists, Anti-Consumption Minimalists and Inconspicuous Minimalists. By re-mapping minimalist consumption through the lens of skinimalism, this thesis advances consumer culture theory by conceptualizing skinimalism as a compound practice shaped by personal values, ethical orientations, contextual constraints, and aesthetic signaling. Practical implications are offered for marketers seeking to authentically address consumer demand for simplicity, transparency, and value-aligned self-care in an era of beauty fatigue and digital wellness discourse. Keywords: Skinimalism, Minimalist Consumption, Consumer Typology, Practice Theory, Netnography 2. Introduction Background The beauty industry is undergoing a profound transformation, shaped by changing consumer values, advancements in skin care technology, and evolving perceptions of self-care and aesthetic ideals. Growing environmental awareness plays a central role in this shift, as consumers increasingly question the ecological impact of excessive product use, waste and unsustainable production methods (Kalwat & Pięta, 2023). Alongside environmental concerns, demand is rising for ingredient transparency, ethical sourcing and multifunctional products that reduce routine complexity and align with individual values (Shim et al., 2024). Particularly among Generation Z, this is reflected in a preference for natural formulations and a strong aversion to synthetic compounds, which are often perceived as less safe or less ethical (Athia et al., 2024). This growing consumer awareness and expectation of sustainability, particularly on social media, has prompted brands to become more transparent about their formulations and to invest in sustainable innovation as a means to build trust and remain competitive (Ktisti et al., 2022). At the same time, advances in technology and data have accelerated the development of personalized skin care solutions (Statista, 2025), while innovation in dermatological science has led to preventative, evidence-based approaches that contrast with traditional multi-step routines which are centered on product layering (Yip, 2024). 1 The COVID-19 pandemic accelerated this transformation by reshaping daily routines and prompting widespread reevaluations of self-care, productivity, and consumption. During lockdowns, many consumers abandoned elaborate beauty rituals in favor of practical, comforting skin care routines that prioritized emotional well-being and skin health (Accenture, 2020; McKinsey & Company, 2021). As routines became more home-based and emotionally centered, minimalist beauty practices gained mainstream traction. As a result, in the post-pandemic period, consumers increasingly seek self-care routines that are efficient, intentional, and less overwhelming (Yip, 2024). Amid these changes, social media continues to influence beauty standards, fostering inclusivity and reshaping how consumers discover and engage with products (Statista, 2025). It is through these digital spaces that trends such as skinimalism have rapidly spread. In the case of skinimalism, it has emerged as a counter-response to excessive skin care routines, advocating for minimal yet effective beauty practices that focus on supporting skin health rather than masking imperfections (Kalwat & Pięta, 2023). As defined by Yip (2024) and Kalwat & Pięta (2023), skinimalism is a blend of “skin” and “minimalism” that represents a movement encouraging the streamlining of skin care routines by focusing on essential, high-quality, multifunctional products. Unlike adjacent movements such as “clean beauty”, which emphasize ingredient safety and natural formulations (Shim et al., 2024), skinimalism more explicitly critiques the culture of overconsumption. This trend aligns closely with slow consumption principles, wherein consumers make more deliberate and mindful choices, resisting the pressures of overconsumption and product-driven marketing narratives (Husemann & Eckhardt, 2019). Skinimalism has evolved from a niche preference into a mainstream and commercially influential trend. According to recent industry reports by Pinterest Predicts (2021–2024) and Mintel (2024), minimalist beauty is increasingly dominating consumer interest, with Pinterest listing “skinimalism” as a top beauty trend year after year. Consumers increasingly seek “less is more” skin care, favoring glow-from-within looks and simplified routines over multi-step regimens. This momentum is echoed in market forecasts from WGSN (Cosmetics Design-Europe, 2021), which identify skinimalism as a key post-pandemic beauty shift, driven by concerns around sustainability, skin sensitivity, and emotional fatigue from beauty overload. Adding another layer of influence, celebrities have helped give skinimalism both cultural legitimacy and aspirational value. Figures like Gwyneth Paltrow, Alicia Keys and Hailey Bieber have each embraced minimalist routines focused on skin health, emotional well-being and authenticity. Through their brands Goop, Keys Soulcare and Rhode Skin, they reinforce skinimalism’s appeal as not just a trend, but a broader lifestyle orientation rooted in wellness, simplicity, and self-expression (Vogue, 2021; Allure, 2020; Elle, 2023). These developments position skinimalism not only as a response to evolving beauty ideals but also as a potential site for exploring deeper shifts in consumer values, identity construction, and resistance to traditional consumption norms. 2 Problem Discussion Skinimalism has received only marginal attention in academic literature, primarily through a dermatological lens (Yip, 2024; Kalwat & Pięta, 2023). However, it still remains underexplored how skinimalism is practiced and experienced by consumers in everyday contexts. A notable exception is the recent consumer study by Purmayanti (2024), which analyzes the influence of skinimalism on purchasing behavior in the Indonesian context. While this research highlights the trend’s effects on product usage and shifting preferences towards quality and sustainability, it remains focused on attitudinal outcomes and does not explore the lived routines or symbolic meanings that underpin minimalist beauty practices. Despite increasing academic and industry interest in skinimalism, existing discourse largely treats its practitioners as a uniform consumer segment. However, broader research on minimalist consumption highlights significant diversity in consumer motivations, behaviors, and outcomes (Pangarkar et al., 2021; Wilson & Bellezza, 2022). Firms frequently overlook these distinctions, resulting in strategies that fail to resonate with varied consumer needs and values (Pangarkar et al., 2021). From a scholarly perspective, this homogenous portrayal limits understanding of how minimalist consumption practices emerge, evolve, and affect individuals differently. While motivations behind adopting minimalist routines have been explored, there is limited academic attention on the actual practices through which minimalism is enacted, particularly within the domain of skin care. Practice theory reinforces the importance of understanding consumption as embodied, socially embedded routines rather than merely individual attitudes (Warde, 2005; Shove et al., 2012). Thus, examining how different consumer profiles practice skinimalism can illuminate the nuanced ways through which minimalist values translate into everyday behaviors, product interactions, and routine maintenance. Furthermore, the implications of adopting skinimalist routines remain largely unexplored. Prior literature suggests minimalist consumption significantly impacts consumers' identities, well-being, and social interactions, offering potential psychological and socio-cultural benefits, as well as tensions (Cherrier & Murray, 2007; Wilson & Bellezza, 2022). Given that beauty practices are closely tied to identity and societal ideals of self-presentation, the implications of minimalist skin care routines could be particularly profound and complex. Exploring these implications can offer deeper insights into how minimalist consumption affects individual self-concepts, social dynamics, and perceptions of sustainability. Therefore, addressing these gaps, this study explores distinct profiles of minimal-consumption skin care consumers, specifically examining: (1) What are their drivers behind adopting skinimalism routines? (2) How do they practice skinimalism in everyday life? (3) What are the implications of implementing skinimalism routines for individual consumers? In doing so, this research contributes to a richer, more differentiated understanding of skinimalism as a complex, culturally situated consumption practice. To address these questions, the study employs a theoretical foundation emphasizing a situated and critical analysis of minimalist beauty practices as socially and culturally embedded 3 consumption practices. Rather than viewing skinimalism as merely a superficial trend, this research explores how consumers actively perform, sustain, and legitimize minimalist skin care within broader cultural and ideological contexts, paying specific attention to their routines, symbolic meanings, and evolving roles in consumer culture. The following chapters outline the theoretical framework of the thesis, integrating literature on minimalist consumption, consumer identity, and practice theory, followed by a qualitative methodology section detailing the use of netnography. The empirical findings and discussion are structured around a typology of distinct skinimalist consumer profiles, analyzing their motivations, practices, and broader socio-cultural implications. The final chapter concludes by summarizing key insights and contributions. This research contributes to both academic literature and industry understanding by providing empirical insights into the evolving paradigm of beauty consumption. Academically, it expands debates on minimalism and sustainable consumption by critically examining intersections between skin care routines, consumer identity, self-care practices, and socio-cultural change. Practically, it offers valuable perspectives for beauty brands, marketers, and policymakers aiming to effectively align with increasing consumer expectations related to product transparency, functional efficacy, and ethical responsibility. 3. Theoretical framework 3.1 Skin care from a Practice Theory Perspective Skinimalism, a movement that promotes a minimalist approach on skin wellness (Yip, 2023), is best understood as a skin care practice. In medical and health sciences literature, “skin care” refers to a range of strategies, products, and the interventions aimed at maintaining and enhancing skin function and appearance. Nahai and Miotto (2022), describe it as essential to facial rejuvenation tailored to patient needs, Kapadia and Ramanadham (2021) emphasize its importance in medical settings, while Lichterfeld-Kottner et al. (2020) highlight its role in geriatric care. Together, these perspectives frame skin care as a holistic practice that supports therapeutic, protective, and aesthetic aspects of overall skin well-being. To analyze skinimalism as a social practice, this study draws on practice theory, which shifts the focus from individual choices to socially embedded routines (Warde, 2005). Reckwitz (2002, p. 249) defines a practice as “a routinized type of behavior” connecting bodily and mental activities, material objects, background knowledge, emotions, and motivations. This framework highlights that skin care is shaped not merely by personal preference but by culturally and socially structured patterns of behavior. Shove, Pantzar, and Watson (2012) further define practices as configurations of three interconnected elements: materials, competences, and meanings. Materials refer to physical artifacts, infrastructures, and technologies necessary for the performance of a practice (Reckwitz, 2002; Shove & Pantzar, 2005). Competences encompass the practical knowledge, 4 embodied skills, and know-how required to carry out a practice appropriately (Schatzki, 2001; Reckwitz, 2002). Meanings involve the symbolic significance, emotions, aspirations, and shared social understandings that give practices their sense and purpose (Reckwitz, 2002; Shove & Pantzar, 2005). New practices emerge and stabilize through shifts in these elements, positioning users as active co-creators rather than passive consumers (Shove & Pantzar, 2005). This perspective provides a lens for understanding how skin care is continually reshaped, giving rise to practices like skinimalism. Skin care is also embedded in broader consumption processes. These processes involve stages such as need recognition, information search, alternative evaluation, purchase, and post-purchase behavior (Engel et al., 1995). Each stage engages specific materials, competences, and meanings. Following Warde’s (2013) concept of compound practices, we understand skin care as a main practice composed of multiple, interlinked sub-practices. These include: information-related skin care practices, linked to need recognition and information search; product-based skin care practices, tied to alternative evaluation and purchase; and skin care routine practices, associated with post-purchase use. Together, these domains illustrate how skin care practices evolve across the consumer journey, shaped by the interaction of their component elements. Information-Related Skin care Practices Contemporary skin care consumers operate within what Giddens (1991) describes as a reflexively modern environment, one in which individuals must continually monitor expert advice and market signals to align everyday practices with personal values and goals. In this context, information practices play a crucial role in the skinimalism phenomenon. Individuals frequently undertake information-related activities to identify needs, seek knowledge, and evaluate options in relation to personal goals (Wilson, 1999). These activities, conceptualized here as information practices, encompass various modalities, including active seeking, scanning, non-directed monitoring, and proxy information seeking (McKenzie, 2023). Building on the core elements of Shove, Pantzar, and Watson (2012), information-related practices are shaped by the dynamic interaction of the following materials, competences and meanings: materials, such as interpersonal, published, digital, and environmental sources (McKenzie, 2003; Pettigrew, 1997); competences, which include abilities to seek, scan, evaluate, and connect with information (McKenzie, 2003; Erdelez, 1997); and meanings, referring to the socially and personally significant interpretations of information (McKenzie, 2003; Wilson, 1999). These dimensions can become visible in online beauty communities, which exemplify what Kozinets’ (2015) describes as collaborative knowledge spaces where knowledge is exchanged, questioned, and recontextualized. Within such spaces, consumers can enact what Nieminen and Ketonen (2024) term epistemic agency: the capacity to critically evaluate, produce, and transform knowledge. This form of agency is increasingly relevant in the digital age, as platforms facilitate the emergence of lay expertise in health and wellness domains (Lupton, 2014). Consumers no longer rely solely on traditional, expert-driven sources such as dermatological consultations; 5 instead, they actively engage with decentralized, peer-based knowledge systems that coexist with institutional advice (Reddy, 2021; Delost et al., 2022). To navigate an oversaturated and symbolically complex skin care market, users draw on consumer literacy, the ability to interpret, compare, and assess competing product claims (Slater, 1997); as well as engage in reflexive self-monitoring of their consumption practices (Giddens, 1991). When practiced critically, this literacy can become a form of symbolic resistance. Rather than simply rejecting consumption, it aligns with what Soper (2008) calls “alternative hedonism,” in which restraint is framed not as sacrifice, but as a pursuit of more meaningful well-being. This logic parallels Thompson and Haytko’s (1997) concept of identity-based resistance, where consumers selectively reinterpret dominant market messages to construct alternative self-narratives. Distrust of traditional influencers further amplifies this dynamic; as Aron (2017) argues, the blurring of aspiration and advertising on social media complicates perceptions of authenticity and motivates users to seek knowledge elsewhere. A prominent outcome of this epistemic agency is the rise of ingredient-centred literacy. Here, consumers closely examine product formulations to find options aligned with their personal needs (Shim et al., 2024). This shift is closely tied to the clean beauty movement, where labels such as “vegan” or “non-toxic” serve not only as marketing tools but as moral cues that reflect broader ethical and health considerations (Shim et al., 2024; Lee & Kwon, 2022). It exemplifies the broader trend toward lay expertise in wellness contexts (Lupton, 2014), supporting consumers in making skin care choices that resonate with their ethical, and health-related considerations (Urban, 2022). In sum, information practices are central to the enactment of skinimalism, enabling consumers to navigate a saturated and symbolically charged market through reflexive, critical engagement with diverse knowledge sources. By mobilizing epistemic agency within digital communities, consumers develop literacy that is not only functional but also ethically and personally meaningful. This facilitates informed, value-aligned choices that challenge dominant promotional narratives and affirm alternative visions of well-being and identity. Product-Based Skin care Practices Product-based skin care practices are shaped by how consumers evaluate and interact with the material qualities of skin care products. Research highlights the importance of intrinsic and extrinsic product attributes in shaping purchase decisions and usage behaviors (Enneking et al., 2007; Mueller & Szolnoki, 2010; Kamwendo & Maharaj, 2022). Intrinsic attributes refer to the physical properties of the product itself, such as effectiveness, formulation, or durability, while extrinsic attributes involve external cues, including brand, price, labeling, and packaging (Kamwendo & Maharaj, 2022). Both types of attributes function as heuristics that influence consumer perceptions and expectations (Enneking et al., 2007). However, skinimalism appears to shift consumer focus toward intrinsic qualities. This approach promotes the use of fewer, multifunctional products that address essential skin care needs without unnecessary complexity (Kalwat & Pięta, 2023). This emphasis on essentiality 6 is also reflected in habitual skin care practices, including the frequency of use, amount applied, and choice of product types. Such routines vary across populations and are informed by both cultural norms and individual lifestyles (Juraimi et al., 2023). In some regions, such as Southeast Asia, consumers demonstrate heightened awareness of ingredient safety and application patterns, often prioritizing products that are perceived as gentle or beneficial to skin health (Juraimi et al., 2023). The minimalist shift has also been shaped by concerns around skin irritation and the overuse of products, reinforcing a restorative and protective approach to skin care. In this context, consumers are increasingly encouraged to be attentive to their skin’s signals, reduce unnecessary exposure to irritants, and favor products that support the skin’s natural barrier (Kalwat & Pięta, 2023). Within a practice theory framework, these product-based decisions are not only shaped by material and procedural elements but also by what Schatzki (2002) terms teleoaffective structures, the ends, emotions, tasks, and beliefs that guide and give meaning to practice performance. Rather than being static, these structures are dynamic and varied, shaping what individuals see as worth doing and how they emotionally engage with the practices they perform. Recent elaborations by Spotswood et al. (2024) emphasize that meanings in consumption practices are not singular but instead formed through evolving configurations of what is considered normatively appropriate and affectively fulfilling. This perspective allows a more nuanced understanding of how product choices in minimalist skin care are embedded in broader structures of meaning and aspiration. In sum, product-based skin care practices within skinimalism reflect a shift toward valuing intrinsic product qualities, such as gentleness and multifunctionality, over extrinsic markers like branding or packaging. These choices are shaped by material properties and evolving cultural meanings, where simplicity, safety, and attentiveness to the skin’s needs become central. Viewed through a practice theory lens, such decisions are not merely functional but are embedded in broader teleoaffective structures that guide how consumers make sense of what is necessary, desirable, and worth doing in their skin care routines. Skin care Routine Practices Post-purchase behavior constitutes the final phase of the consumption process, in which consumers assess product performance, experience satisfaction or dissatisfaction, and adjust future purchasing decisions accordingly (Engel et al., 1995). Within this framework, the routine use of skin care products can be seen as a key component of post-purchase behavior, where consumers assess effectiveness over time and incorporate products into their daily habits. Routine management in skin care involves structuring, customizing, and consistently performing daily regimens. These practices help maintain the skin’s functional integrity and prevent dermatological issues (Jayathilake et al., 2024). Increasingly, such routines are influenced by the minimalist trend of skinimalism, which promotes a pared-down approach 7 centered on essential steps (cleansing, moisturizing, and sun protection) while minimizing product overload and respecting the natural rhythms of the skin (Kalwat and Pięta, 2023). Skinimalism is framed as a return to intentional and reflective care, emphasizing responsiveness to the skin’s actual needs, reducing overstimulation, and allowing the skin to rest (Kalwat and Pięta, 2023). In conclusion, skin care routine practices reflect a dynamic form of post-purchase behavior shaped by both functional needs and evolving cultural values, with skinimalism offering a simplified and more mindful approach to daily skin maintenance. 3.2 Drivers of Minimalist Consumers Minimalism has significantly evolved from its origins in visual art into a broader cultural and consumer phenomenon, influencing diverse domains such as design, fashion, and lifestyle practices (Wilson and Bellezza, 2022). At its core, it represents both a reaction to excessive consumption practices, prioritizing quality over quantity and rejecting material overuse (Błoński & Witek, 2019), and a deliberate attempt to restore balance, meaning, and clarity in everyday life (Brown and Vergragt, 2016). A common entry point into minimalist consumption practices is a growing exhaustion with the pressures of overconsumption, as noted by Mendonça et al. (2021). Within the conditions of reflexive modernity, these pressures are intensified, as individuals must actively construct and maintain coherent identities through lifestyle and consumption choices, a process Giddens (1991) terms reflexive self-identity, sustained through ongoing self-monitoring. This continual self-construction is not without consequence. As Curran (2017) argues, individuals are structurally locked into a “treadmill of consumption”, compelled to increase consumption simply to preserve existing levels of well-being rather than to achieve greater satisfaction. This dynamic makes consumption not only a symbolic act but also a form of labor. Warde (2005) highlights the practical and cognitive effort involved in navigating increasingly complex consumption routines, describing this as “consumption work”. When these routines are disrupted, particularly when personal expectations conflict with systemic or infrastructural conditions, Spaargaren (2011) shows how this misalignment can hinder individuals' ability to act in accordance with their values, further intensifying the strain of everyday consumption. However, the path to adopting minimalism is rarely linear. Mendonça et al. (2021) conceptualize it as a dynamic, iterative process involving multiple overlapping stages. These include an initial awakening, often triggered by dissatisfaction with consumerism or personal crises; a learning phase, characterized by exploration of minimalist values and community engagement; a transformation stage, involving shifts in mindset and behavioral routines; and a final stage of adaptation, where individuals personalize minimalism according to their own values, needs, and limitations. 8 To explore how these diverse journeys materialize within the realm of minimalist skin care, this study draws on the consumer typology developed by Pangarkar et al. (2021). They identify four core consumer types: the Voluntary Simplifier, the Reduced-Consumption Minimalist, the Anti-Consumption Minimalist, and the Inconspicuous Minimalist. Each is defined by differing motivations, constraints, and orientations toward minimalism. Understanding these distinctions is essential to interpreting how individuals take up minimalist skin care in practice. Types of Minimalist Consumers Cherrier and Murray (2007) illustrate how emotional exhaustion within consumer culture can coincide with a desire for personal renewal. The Voluntary Simplifier embodies this response, representing an archetype of intrinsic minimalism primarily motivated by personal values such as balance, moderation, and self-fulfillment (Pangarkar et al., 2021). Rather than seeking coherence through accumulation, individuals in this segment aim to regain control and enhance well-being by consciously simplifying their lifestyles, often prioritizing functionality and sufficiency over material abundance (Pangarkar et al., 2021). Although their practices may sometimes overlap with ecological concerns, the underlying motivations are not necessarily rooted in environmentalism and may also reflect financial considerations (Pangarkar et al., 2021). This orientation resonates with Self-Determination Theory, which suggests that behaviors driven by intrinsic motivation and aligned with authentic values are more likely to be experienced as meaningful and enduring (Deci & Ryan, 1985). Similarly, Wilson and Bellezza (2022) find that minimalist consumers often emphasize intentionality in their consumption practices, privileging a smaller number of possessions that are mindfully curated to align with personal values. This form of consumption, centered on deliberation and internal coherence, mirrors the Voluntary Simplifier’s pursuit of autonomy, balance, and meaningful self-regulation in everyday life. Błoński and Witek (2019) conceptualize minimalism as a context-dependent and adaptive strategy, which according to Mendonça et al. (2021), does not always stem from or lead to a broader lifestyle transformation. Conservation of Resources Theory suggests that individuals strive to protect scarce resources such as time and attention (Hobfoll, 1989), which helps explain the appeal of simplicity even in the absence of an explicit minimalist ideology. This describes the Reduced-Consumption Minimalists, who typically engage with minimalism as a situational necessity, financial pressures or life disruptions such as job loss or divorce (Pangarkar et al., 2021). This behavior reflects a functional adaptation, characterized by utility-driven consumption and limited purchases based strictly on need (Pangarkar et al., 2021). This behavior mirrors what Zavestoski (2002) terms pragmatic simplification, which is goal-oriented by avoidance, aiming to reduce financial strain. Iyer and Muncy (2009) characterize such behavior as utility-driven, focused on managing finances and minimizing excess. They are not driven by societal welfare or brand avoidance but may be influenced by self-image, self-esteem, and social differentiation (Turner, 2010). Importantly, their minimalism is often temporary, with consumption patterns reverting when financial conditions improve (Pangarkar et al., 2021). 9 The reduction in consumption can also be prompted by recognition of its adverse social or ecological effects, which Błoński and Witek (2019) define as deconsumption. The Anti-Consumption Minimalist in the typology of Pangarkar et al. (2021) approaches minimalism through this ethical and ideological lens, with normative motivations rooted in ecological and social ethics. Their consumption patterns are guided by anti-consumption values such as self-sufficiency, ethical responsibility, and resistance to consumer culture. These motivations reflect broader ethical and environmental values discussed by Seegebarth et al. (2016) and Cherrier (2009). Cherrier and Murray (2007) further emphasize that such resistance often arises from disillusionment with the performative and alienating aspects of consumer culture, leading individuals to adopt simplified lifestyles as a means of reclaiming agency and authenticity. Similarly, Zavestoski (2002) conceptualizes anti-consumption as a form of ethical and ideological resistance to dominant consumer culture. They deliberately reject certain products, brands, or categories based on their perceived societal and environmental harms (Iyer & Muncy, 2009). These consumers often view their choices as expressions of moral accountability and activism, aligning their practices with broader ideals of sustainability and social justice (Seegebarth et al., 2016). Finally, the Inconspicuous minimalist is defined by Pangarkar et al. (2021) as a consumer who adopts minimalism as both an aesthetic and cultural practice. This consumer type aligns with Berger and Ward’s (2010) theory of inconspicuous consumption, in which distinction is conveyed through subtle signals that are primarily legible to culturally attuned insiders. According to Pangarkar et al. (2021), inconspicuous minimalists are motivated by normative pressures and a desire to conform through restraint, rather than by a rejection of consumption itself. They typically belong to higher socioeconomic strata and seek to communicate cultural capital through minimalist aesthetics, such as muted logos, neutral tones, and simple design (Pangarkar et al., 2021). Berger and Ward (2010) demonstrate that in such consumption contexts, restraint and subtlety operate as refined signals of taste, and Pangarkar et al. (2021) show that this group employs clean lines, unbranded packaging, and understated visuals as deliberate markers of sophistication. These signals reflect not an absence of consumption, but a curated form of it that communicates status through aesthetic discernment. Eckhardt et al. (2015) similarly describe inconspicuous consumption as a means of transmitting cultural capital via subtle signals, rather than through overt displays of wealth or branding. This visual, outcome-oriented engagement with consumption illustrates aesthetic signaling as a key mechanism of inconspicuous consumption (Eckhardt et al., 2015; Berger & Ward, 2010). Such practices resonate with Bourdieu’s (1984) concept of distinction, in which cultural capital is communicated through refined and understated consumption practices. The preference for subtlety, as described by Eckhardt et al. (2015), reinforces the role of aesthetic restraint in signifying cultural capital and aligns with the broader framework of inconspicuous consumption. These consumer types demonstrate that minimalism is not a uniform ideology but a diverse set of responses to personal, economic, ethical, and cultural conditions. Whether rooted in 10 intrinsic values, financial necessity, ideological resistance, or aesthetic signaling, each orientation reflects distinct motivations that shape how minimalism is practiced. This typology offers a useful lens for understanding how minimalist skin care emerges across varied consumer trajectories, each informed by specific drivers and contextual dynamics. 3.3 Implications of Minimalist Practices This section integrates psychological, consumer behavior, and sociological perspectives to illuminate the broader symbolic, emotional, and identity-related functions of minimalist practices. Choice simplification plays an important psychological role. Decision-Fatigue Theory proposes that each act of choice depletes a finite pool of self-regulatory resources, with downstream effects on satisfaction and self-control (Baumeister & Tierney, 2011). Empirical research on reduced consumption complexity corroborates this mechanism, showing that pairing a routine to a few “hero” items yields immediate emotional relief and a sense of order (Kang et al., 2021). This simplification has also been linked to a broader sense of self-sufficiency, which Kang et al. (2021) link to personal autonomy and ecological consciousness. This choice simplification may improve behaviour persistence. The COM-B model conceptualises behaviour as a function of Capability, Opportunity, and Motivation (Michie et al., 2011). From this perspective, simplified routines raise capability by reducing required knowledge, opportunity by lowering time costs, and motivation by enhancing intrinsic enjoyment, thereby improving the odds of maintenance. Complementary habit-formation research shows that behaviours with fewer steps and clear cues automate more readily (Lally et al., 2010), suggesting that minimalism is not merely an endpoint but a structural facilitator of long-term adherence. Consumers can experience psychological well-being from the adoption of minimalist routines. They can either experience hedonic well-being, which is positive affect and low stress; or eudaimonic fulfilment, being self-realisation and authentic living (Ryan & Deci, 2000). The consumers can experience these benefits differently depending on their motivations. Those guided by deep values, such as desire for clarity and intentional living, tend to experience greater well-being benefits (Pangarkar et al., 2021), particularly eudaimonic well-being, which includes a sense of personal expressiveness, the fulfillment derived from living in accordance with one’s true self (Waterman, 2008). Nevertheless, other minimalist consumers can enhance their hedonic well-being by for example reducing daily effort (Waterman, 2008). According to Scarcity Theory, streamlining everyday practices can serve as an adaptive strategy for reduced-consumption minimalists (Pangarkar et al., 2021). It can help them to free up the limited cognitive bandwidth imposed by their constraints (Mullainathan & Shafir, 2013). Such a strategy can be financially motivated, enhancing the financial well-being when 11 adapted (Brüggen et al., 2017). However, because possessions frequently function as extensions of the self (Belk, 1988), relinquishing excess products may lighten an identity burden or, when involuntary, feel like a loss of self. Nevertheless, self-discrepancy theory suggests that when the “real self” converges with the “ideal self,” emotional distress decreases (Higgins, 1987). Within Anti-Consumption Theory, the minimalist's conscious rejection of dominant market norms consolidates an identity based on moral agency, turning reduction itself into an ongoing manifestation of ethical individuality (Cherrier, 2009). Conscious consumption extends these implications: by intertwining awareness, care, and temperance, it offers the minimalist a disciplined framework for ongoing moral reflection, fostering experiential alignment between beliefs and daily action (Gupta & Sheth, 2024). Gupta & Sheth emphasizes not only conscious reflection on the broader social and environmental consequences of one’s choices (awareness and caring), but also moderation and self-discipline in actual consumption behavior (temperance) From a Value-Belief-Norm perspective, increased awareness of environmental harm activates internal personal norms, enabling the minimalist to derive sustained moral satisfaction and social purpose from reduced consumption and preference for low-impact alternatives (Stern, 2000). Bandura's (1997) notion of self-efficacy further indicates that confidence in one's ability to influence outcomes transforms moderation from a potentially privatizing gesture into an empowering practice, generating positive feedback that reinforces commitment and psychological well-being. Ethical minimalism, therefore, has far-reaching consequences: it provides those who practice it with a resilient moral identity, lasting affective rewards, and a greater sense of autonomy. While anti-consumption minimalists aim to be environmentally ethical, there are other consumers whose sustainability outcomes can arise unintentionally from minimalist practices. It is a phenomenon described in the literature as "incidental sustainability" (Kuppinger, 2023). According to Kuppinger (2023), incidental sustainability occurs when consumers engage in activities such as second-hand shopping or reducing product usage primarily for personal or aesthetic reasons, inadvertently generating positive ecological or social impacts without explicitly positioning these actions as environmentally motivated. This concept aligns with Johnstone and Lindh’s (2018) critique of traditional intentionality models, highlighting that sustainable consumption often emerges through socially mediated or subconscious influences rather than solely deliberate ethical decision-making. While some minimalist practices lead to sustainability outcomes, either intentionally or incidentally, minimalism also carries important social and symbolic functions within inconspicuous consumption (Berger & Ward, 2010). Drawing on Bourdieu’s (1984) theory of cultural capital, minimalist taste becomes a mechanism through which individuals assert social positioning through subtle markers of restraint, simplicity, and discernment. Berger and Ward’s (2010) theory of silent signaling expands on this logic, suggesting that inconspicuous consumption communicates cultural sophistication to those who are attuned to its codes, while remaining opaque to broader audiences. Goffman’s (1990) perspective further 12 elucidates how such impression management involves concealing the effort behind lifestyle performances, making minimalist choices appear authentic and effortless. However, this emphasis on symbolic subtlety introduces a critical theoretical tension. Beverland (2005) argues that authenticity can itself be a strategic construct, intentionally curated through branding and personal display. Similarly, Thompson et al. (2008) argue that consumers frequently mobilize market-mediated narratives of authenticity to craft identities that appear autonomous, and value-driven. These critiques complicate the assumption that minimalist consumption necessarily reflects intrinsic values rather than aestheticized performances of restraint. Wilson and Bellezza’s (2022) conceptualization of consumer minimalism offers a significant contribution to this discussion by defining minimalism not as a fixed aesthetic or behavioral pattern, but as a consumer value composed of three dimensions: the deliberate limitation of possessions, a preference for sparse aesthetics, and the mindful curation of consumption. They further emphasize that minimalism is often aspirational in nature, an ideal that may guide behavior even when it is not fully enacted. Their findings also reveal how minimalist practices can take on a competitive dimension, as individuals display taste and moral distinction by demonstrating how selectively and sparingly they consume. This dynamic points to a potential paradox within inconspicuous minimalism: while it ostensibly rejects conspicuous excess, it may inadvertently reproduce the logics of social distinction, status signaling, and authenticity performance it seeks to resist. In conclusion, minimalist consumption practices carry psychological, ethical, and social implications. Psychologically, they reduce decision fatigue, support habit formation, and promote hedonic, eudaimonic, and financial well-being. Ethically, they foster moral identity, self-efficacy, and alignment with personal and ecological values. And socially, minimalism serves as a subtle form of distinction, signaling cultural capital and authenticity. Yet, its performative aspects reveal tensions between genuine simplicity and strategic self-presentation. 4. Methodological Approach and Choice of Methods 4.1 Research Approach The approach of the study is interpretivist research grounded in a constructivist epistemology, which assumes that knowledge is co-created through social interaction and shaped by cultural and contextual factors (Guba & Lincoln, 1994). Rather than seeking universal truths, interpretivism aims to understand the multiple meanings individuals assign to their experiences, making it well-suited for exploring subjective phenomena like skinimalism. As a trend embedded in lifestyle, identity performance, and evolving beauty norms, skinimalism cannot be fully understood through positivist paradigms that prioritize objectivity and generalizability. 13 A constructivist lens acknowledges that consumer behaviors and meanings are not fixed but are dynamically constructed through discourse, symbolic interaction, and cultural practice (Berger & Luckmann, 1966). This perspective aligns with the study’s focus on how skinimalism is negotiated among consumers, particularly in digital spaces where identity and authenticity are actively performed (Marwick, 2013). The approach is also consistent with the study’s emphasis on contextual depth, and interpretive meaning-making. 4.2 Research Design This study adopts an exploratory qualitative research design to investigate how distinct consumer profiles engage with skinimalism. Given the emergent nature of the phenomenon and limited scholarly attention to minimalist beauty practices, an exploratory approach allowed for openness to complexity and variation in consumer behavior (Stebbins, 2001). This involved immersing in online communities to interpret how consumers construct and negotiate skinimalism through discourse, identity work, and social interaction. Such an approach facilitated sensitivity to cultural variation and supported a grounded understanding of how minimalist skin care is practiced and experienced across platforms. To investigate these dynamics, the study employed netnography, a qualitative method designed for examining online communities through immersion in and interpretation of naturally occurring digital content (Kozinets, 2010). Netnography was particularly suitable for identifying patterns in digital consumer behavior. However, it also required sensitivity to the performative nature of online expression, where users may present aspirational identities rather than actual behaviors (Belk, 2013; Marwick & Boyd, 2011). To address this, the analysis focused on recurring patterns across users and platforms and interpreted content as cultural expression rather than literal self-report, remaining attentive to the curated nature of online identities. Social media platforms served as rich sites for this inquiry, as they play a central role in beauty discourse and trend diffusion (Arriagada & Ibáñez, 2020). The platforms YouTube, TikTok, and Reddit were selected to provide a multifaceted view of skinimalism. The analysis took into account how these different platform features and design influence narratives and shape user engagement (Zulli, 2018). YouTube, recognized as a long-form video platform, supports narrative depth and authenticity by enabling creators to build sustained viewer engagement and trust through visual storytelling, as reflected in the evolution of content formats and audience preferences (Bärtl, 2018). Its comment sections further facilitate collaborative meaning-making through agreement, critique, and experience sharing (Strand & Gustafsson, 2020). These interactions often reflected emotional and cultural interpretations of content (Lange, 2007), positioning YouTube as a participatory arena where beauty ideals were actively negotiated. To complement YouTube’s in-depth content, TikTok was included for its role in trend acceleration. Known for its rapid content circulation (Zulli & Zulli, 2022), TikTok's 14 short-form, interactive videos make it a significant space for observing how trends are spread and normalized within communities (Hautea et al., 2021). In contrast to these visual-first platforms, Reddit was chosen for its capacity to support extended, anonymous, and topic-specific discussions. Its threaded format encourages deep reflection and knowledge co-construction (Proferes et al., 2021). The upvote system elevated insightful contributions, while its anonymity reduced performative pressure, allowing for more honest self-expression. These characteristics made Reddit a productive site for examining how cultural meanings are defined and challenged (Busse & Gray, 2011; Horne et al., 2017) surrounding skinimalism. To locate relevant content, a set of core and related keywords was used, including “Skinimalism”, “Skin Minimalism”, “Minimalist Skincare”, and “Minimalist Beauty”, along with associated terms such as “Clean Beauty”, “Skincare Diet”, “Makeup with Skincare”, “Skincare Myths”, and “Simplified Skincare”. This ensured broad coverage of the terminology used by both creators and consumers in relation to minimalist beauty. In line with Kozinets’ (2010) framework, which considers all participants in online communities as relevant cultural actors, this study treated content creators as users. Their contributions were included in the analysis through the examination of video transcripts, which not only provided creators' perspectives but also offered important contextual grounding for interpreting user responses. Sampling criteria prioritized highly engaged content, based on the assumption that engagement reflects influence. However, algorithmic amplification on social media may favor virality over representativeness, meaning that high engagement could reflect niche or polarized views (Abidin, 2016; Van Dijck & Poell, 2013). To balance visibility and methodological clarity, platform-specific thresholds were established: YouTube videos required a minimum of 70,000 views and 70 comments; TikTok videos, 350,000 views and 130 comments; and Reddit threads, at least 80 comments. These thresholds drew from prior netnographic research that focused on high-engagement content to access dominant narratives while limiting noise from marginal posts (Strand & Gustafsson, 2020; Arillotta et al., 2023). Only content published within the past two years was included, to reflect current developments in how skinimalism is perceived and practiced. Applying the selection criteria, we collected data from the sources mentioned in Table 1. The final raw dataset included 9 video transcripts, 6 from YouTube creators and 3 from TikTok creators; and 10,647 user comments: 3,222 from YouTube, 6,952 from TikTok, and 473 from Reddit. This approach follows netnographic best practices, including systematic data collection and ethical transparency (Kozinets, 2010), ensuring methodological rigor while acknowledging the complexities of online beauty discourse. 15 Table 1. Overview of Empirical Material 16 4.3 Data Analysis This study applied thematic analysis following Braun and Clarke’s (2006) six-phase process, which provides a flexible yet rigorous framework for identifying patterns in qualitative material. The analysis started with familiarization through repeated reading of consumer comments collected from YouTube, TikTok, and Reddit. During this phase, the dataset was manually filtered to remove irrelevant, duplicated, or superficial entries, a step that enhances focus and ensures analytical quality (Miles, Huberman, & Saldaña, 2014). In the second phase, initial codes were generated by identifying meaningful features in the data. Here, each comment was assigned a unique identifier and contextual metadata. This coding process was conducted manually in Microsoft Excel, which served as a practical and flexible tool for organizing and coding qualitative data through matrix structures, filtering, and logical formatting functions (Meyer & Avery, 2009). Related codes were then grouped to form broader themes, following the third phase of the process. The matrix was organized around three main thematic clusters (drivers, elements of the practice, and implications) with each cluster visually distinguished using color coding. In the fourth phase, themes were reviewed for internal consistency and relevance to the research objectives, and revised where necessary. The fifth phase involved defining and naming each theme to clearly reflect its analytical contribution. Finally, in the sixth phase, the findings were reported using illustrative extracts and related to the research questions and theoretical framework. The coding process combined deductive elements, based on the initial theoretical structure, with inductive refinement as new insights emerged (Fereday & Muir-Cochrane, 2006), ensuring both structure and flexibility throughout the analysis. To interpret the netnographic data in a structured and conceptually grounded way, the analysis was further informed by the typology of minimalist consumer profiles proposed by Pangarkar et al. (2021): the Voluntary Simplifier, Reduced-Consumption Minimalist, Anti-Consumption Minimalist, and Inconspicuous Minimalist. These profiles provided a conceptual lens through which to explore how individuals engage with skinimalist routines in terms of the motivations behind their adoption, the practices they enact, and the outcomes they report. While the typology offered an organizing framework, the classification of users into these profiles emerged inductively from patterns identified within the coded data. To support this profile-based analysis, Table 2 outlines the thematic codes applied during the research. These codes reflect recurring meanings, motivations, and practices associated with skinimalism, forming the analytical foundation for each profile discussion. Taken together, the typology and thematic structure illuminate the diverse ways minimalist consumption is enacted and experienced within the domain of contemporary skin care. 17 Table 2. Thematic Analysis 4.4 Research Quality Ensuring research quality in qualitative studies requires careful attention to criteria such as credibility, transferability, dependability, and confirmability (Lincoln & Guba, 1985). These principles, widely recognized in qualitative research, provide a framework for evaluating the trustworthiness of the study (Shenton, 2004). Given the exploratory nature of this research, adherence to these criteria enhances the rigor and validity of findings. Credibility Credibility refers to the extent to which a qualitative study presents findings that authentically reflect the experiences and perspectives fundamental to the data, ensuring congruence between research observations and reality (Shenton, 2004). Extended engagement with online content through netnography ensured that findings did not merely reinforce dominant discourses but instead captured the complexity and variation of the users perspectives (Kozinets, 2015). Furthermore, the study ensured thick descriptions that provided detailed accounts of the phenomenon under study, allowing readers to assess the extent to which the findings accurately represent the research context (Shenton, 2004). Transferability Transferability concerns the extent to which the study’s findings can be applied to other contexts (Merriam, 1998). Since qualitative research does not aim for statistical generalization (Shenton, 2004), this study ensured transferability by selecting content from platforms where the audience engages with skinimalism or related beauty practices. 18 Dependability Dependability addresses the issue of reliability (Shenton, 2004). Unlike positivist research, which aims for identical replication, qualitative studies recognize that evolving phenomena require methodological transparency rather than strict reproducibility (Lincoln & Guba, 1985). This is especially relevant when studying phenomena with changing nature (Marshall & Rossman, 1999) such as digital beauty trends, necessitating systematic yet adaptable research approaches. To ensure dependability, this study provides detailed methodological documentation, outlining research design, data collection, and analysis. Additionally, the research design serves as a model for future researchers to assess the rigor of the study (Shenton, 2004). Confirmability Confirmability ensures that research findings genuinely reflect the ideas and experiences embedded within the data, rather than researcher biases or preferences (Shenton, 2004). Researcher reflexivity was maintained by acknowledging the beliefs and assumptions that may influence methodological choices (Shenton, 2004). The study also established an audit trail, systematically documenting key decisions, data collection, and analytical procedures, allowing future researchers to trace the research process and assess its transparency (Shenton, 2004). These measures enhanced the study’s trustworthiness by ensuring conclusions were grounded in empirical data rather than subjective interpretation. Reflexivity was a central part of ensuring confirmability and overall research trustworthiness. Recognizing the subjectivity inherent in qualitative research, the study maintained continuous self-examination to minimize potential bias. This included critical reflection on how the researcher’s assumptions and positionality may have influenced methodological choices, data interpretation, and presentation of findings (Braun & Clarke, 2006). Reflexivity also guided decisions related to data selection and thematic coding, ensuring alignment with the research purpose and transparency in analytical procedures (Shenton, 2004). 4.5 Ethical Considerations This study adheres to ethical guidelines by prioritizing responsible data management while acknowledging the complexities of online interactions in consumer culture studies. Confidentiality and anonymity were key priorities. Since our study involves netnography, stringent measures were taken to anonymize any personally identifiable information (Xun & Reynolds, 2010). Additionally, the study complied with platform-specific privacy policies and ethical standards, recognizing the nuances of data ownership and user expectations in digital contexts (Van Dijck & Poell, 2013). A careful approach was taken to mitigate risks associated with the use of publicly available online content. Online users may not anticipate that their posts could be used for academic research, even if publicly accessible (Marwick & Boyd, 2011). To address this, findings are 19 presented with contextual sensitivity, ensuring that representations are fair, respectful, and accurate (Milne et al., 2020). Particular care was taken to avoid quoting vulnerable or personally sensitive content in ways that could cause harm or lead to misrepresentation. Finally, ethical engagement with consumer narratives was guided by a commitment to avoid biased or exploitative representations, consistent with ethical standards in mindful consumption research (Milne et al., 2020). 5. Analysis and Discussion This chapter presents an integrated analysis and discussion of the netnographic data, structured around the typology of minimalist consumer profiles proposed by Pangarkar et al. (2021). The analysis is organized into three thematic sections, each aligned with one of the study’s research questions: (5.1) drivers behind adopting skinimalist routines, corresponding to the question (1) What are their drivers behind adopting skinimalism routines?; (5.2) skin care practice involving skinimalism, addressing (2) How do they practice skinimalism in everyday life?; and (5.3) implications of implementing skinimalist routines, which explores (3) What are the implications of implementing skinimalism routines for individual consumers? This structure enables a nuanced comparison across consumer profiles while systematically addressing the research objectives. 5.1 Drivers behind adopting skinimalist routines The adoption of skinimalist routines was shaped by a range of motivations that varied across consumer profiles. This section examines the key drivers behind routine simplification, drawing on Pangarkar et al.’s (2021) typology. By analyzing how values, constraints, ethics, and aesthetic preferences influenced user engagement with skinimalism, the findings highlight the diverse personal and contextual factors underpinning minimalist skin care consumption. Voluntary Simplifier A recurring pattern involved users who adopted skinimalist routines as a values-driven response to emotional fatigue and dissatisfaction with excessive consumerism. It was illustrated in users' comments such as: “The thousands of dollars I have wasted hoping for some miracle to change my skin when it was just as it was meant to be” (213); “I’m so tired of all these new things all the time, the stress of choice and long for a simpler way of life in many ways recently” (562). As exemplified, their consumption leads to exhaustion rather than fulfillment, simplification serving as a retreat from what Curran (2017) terms the "treadmill of consumption". This reflects the Voluntary Simplifiers segment of Pangarkar et al. (2021) typology, whose members are motivated to reduce dependence on consumption in pursuit of self-fulfillment. They want to make a conscious effort to regain control and achieve well-being through simplification (Pangarkar et al., 2021), echoing Błoński et al.'s (2019) interpretation of simplification as a response to material excess. 20 Users’ search for self-control and well-being also extended to product composition. Some insisted on “technically edible” ingredients (My Organic Beauty Routine | Natural Skincare and Makeup, 2023), signalling a reflexive, ethical stance that overlaps with the clean beauty movement (Shim et al., 2024). Such deliberate curation aligns with the mindfully-curated consumption dimension of consumer minimalism identified by Wilson & Bellezza (2022), showing that minimalists tend to privilege fewer possessions, carefully selected through mindful and intentional criteria. Overall, the Voluntary Simplifier approached skinimalism as a realignment with internal values. Motivated by emotional exhaustion, a desire for simplicity and a preference for quality over quantity, these users simplified to regain clarity and control. Reduced-Consumption Minimalist Some users adopted skinimalism not as a value-driven shift, but as a practical response to situational constraints such as financial and time limitations. These users align with the Reduced-Consumption Minimalist type described by Pangarkar et al. (2021), whose engagement with minimalism emerges as a necessity. For them, maintaining elaborate routines was no longer feasible within their current life circumstances. Therefore, their primary concern was to make skin care more affordable. As one shared: “I stepped down from ‘luxury’ brands and started using drugstore brands” (551). This aligns with Błoński and Witek’s (2019) view of minimalism as a context-dependent, adaptive strategy. Several users cited caregiving responsibilities or shared living conditions as key factors shaping their need to simplify. One noted, “I always feel bad spending money on myself when I have kids” (59), while another explained, “I have to be a minimalist because there's a lot of people living in my home” (My Organic Beauty Routine | Natural Skincare and Makeup, 2023). Reducing consumption in this context is an adaptive strategy (Błoński and Witek, 2019) which aims to protect scarce resources (Hobfoll, 1989). In sum, Reduced-Consumption Minimalists adopted skinimalism primarily out of necessity, driven by financial limitations, time constraints, and practical life circumstances. Anti-Consumption Minimalist A subset of users engaged with skinimalism as a deliberate form of ethical resistance, aligning with the Anti-Consumption Minimalist profile described by Pangarkar et al. (2021). These individuals were motivated by normative concerns, particularly ecological and social ethics, and sought to challenge dominant consumption norms and reduce participation in systems they perceived as wasteful or harmful. Their orientation reflects broader ethical and environmental values discussed by Seegebarth et al. (2016) and Cherrier (2009). 21 Environmental considerations were particularly prominent. Users aimed to reduce packaging waste and avoid underused products. One explained, “I have completely simplified my routine and also tried to find the products that have the most amount in the least wasteful packaging [...] no more tiny bottles of sunscreen [...] no more ‘decorative’ packaging!” (567). This form of simplification reflects Błoński and Witek’s (2019) view of deconsumption as a response to adverse effects resulting from consumption, such as ecological harm. Ethical discomfort with conventional beauty practices also emerged as a key driver. One user shared, “I started to feel like I didn’t want to be part of the problem anymore [...] the waste, the marketing, [...] it just felt wrong [...]. I made the jump to completely break up with commercial mainstream beauty products due to an extreme lack of confidence in the safety of their ingredients”, choosing instead to support ethical companies (My Organic Beauty Routine | Natural Skincare and Makeup, 2023). This reflects the awakening stage in Mendonça et al.’s (2021) model, where moral discomfort prompts a shift in consumption. The turn toward ethical companies aligns with deconsumption as defined by Błoński and Witek (2019) and illustrates ideologically motivated resistance to consumer culture (Zavestoski, 2002; Cherrier & Murray, 2007). For some, this shift began with a critical reassessment of beauty industry narratives. As one user questioned, “Do I know anyone from the past that had access to all of this and defied the aging process?” (286). This kind of critical reassessment reflects disillusionment with consumer promises, motivating a turn toward minimalism as ethical resistance. As Cherrier and Murray (2007) show, such disillusionment can prompt rejection of performative ideals and support identity realignment. This also aligns with Self-Determination Theory (Deci & Ryan, 1985), where value-driven, autonomous choices foster lasting motivation. Ultimately, Anti-Consumption Minimalists adopted skinimalism as a means of aligning everyday skin care with personal ethics, using simplification to reject waste, challenge industry norms, and enact environmentally and socially responsible values. Inconspicuous Minimalist A distinct group of users appeared to adopt skinimalism as a way to express an aesthetic ideal rooted in subtlety, control, and refinement. For these individuals, the motivation was not centered on reducing consumption for financial or ethical reasons, but on achieving a natural, polished appearance with minimal visible effort. This reflects the Inconspicuous Minimalist profile described by Pangarkar et al. (2021), in which restraint and subtlety operate as expressions of taste (Berger and Ward’s, 2010). Users were drawn to skinimalism because it aligned with a desire to look well-groomed without appearing overly made-up or reliant on complex beauty routines. Several users linked their motivation directly to this understated aesthetic ideal. One stated, “I've been focusing more on my skin so I can wear less makeup. I'm finally starting to see the results” (5), highlighting a goal of enhancing natural features rather than masking them. 22 Another wrote, “You've got a great fresh face look! Love it! That's exactly it. You don't want to "make up" but you want to wear something” (67), reinforcing the value placed on simplicity as a form of visual refinement. These expressions suggest that users adopted skinimalism not merely to reduce steps, but to project an image of ease, discipline, and self-assurance. This restrained approach to beauty aligns with Eckhardt et al.’s (2015) notion of inconspicuous consumption, in which cultural capital is conveyed through subtle signals. In this case, clear skin and minimal effort become valued indicators of personal aesthetics. The appeal lies in the symbolic power of not needing excessive products, a kind of quiet confidence that fits with Bourdieu’s (1984) theory of taste, where seemingly natural choices reflect deeper social positioning. In this context, skinimalism is attractive not as a rejection of beauty culture, but as a strategic means of expressing refined identity through minimalist cues. 5.2 Skin care practice involving skinimalism Kalwat and Pięta (2023) define skinimalism as the deliberate reduction of skin care routines to a few essential, multifunctional products tailored to actual skin needs. While the findings broadly support this principle, the four consumer profiles identified in this study enact simplicity in different ways. These profiles, introduced in the previous section and drawn from Pangarkar et al.’s (2021) typology, are used as heuristic tools rather than fixed categories, to explore how motivations and contextual constraints shape skinimalist practices. Drawing on practice theory (Shove et al., 2012), skin care is conceptualized here as a compound practice, encompassing three interdependent domains: information-related, product-based, and routine-based practices. Information-Related Skinimalism Practices Across the dataset, users demonstrated epistemic agency by researching ingredients, challenging marketing narratives, and exchanging experiential knowledge in online communities. These practices reflect consumer literacy and reflexivity (Slater, 1997; Giddens, 1991), aligning with Kozinets’ (2015) view of peer networks as collaborative knowledge spaces. In addition, the information practices varied in form, including active seeking, scanning, and proxy information-seeking (McKenzie, 2003). However, the profiles differed more distinctly in the orientation and purpose behind these practices. For Anti-Consumption Minimalists, information practices were primarily critical in nature. These users engaged with content to resist normative beauty pressures and challenge the commercial foundations of skin care culture. Some rejected influencer narratives and marketing logics, as illustrated by comments such as, “Their job is to sell you that stuff. I stopped two years ago and haven’t bought any makeup since” (855), and “The only reason it seems like ‘more is better’ [...] is because of advertising” (540). These statements reflect a broader critique of promotional culture and align with Soper’s (2008) concept of “alternative 23 hedonism,” as well as identity-based consumer resistance (Thompson & Haytko, 1997) and critiques of influencer-driven consumption (Aron, 2017). This mode of engagement resonates with the Anti-Consumption Minimalist profile described by Pangarkar et al. (2021), who highlight normative motivations rooted in ecological and social ethics. In this context, information seeking served to support ideological resistance to mainstream beauty culture. Voluntary Simplifiers exhibited a more analytical orientation, focusing on ingredient literacy and product composition over brand affiliation. This emphasis on efficacy and sufficiency was evident in statements like, “Skin doesn't know brands, it knows ingredients” (812), and in practices such as checking databases (531) and learning about formulation mechanisms (512). These behaviors reflect consumer literacy (Slater, 1997) and the cultivation of competences that sustain routine practices (McKenzie, 2003; Shove et al., 2012). For these users, knowledge acquisition was instrumental to maintaining a minimal yet effective routine, consistent with the functionality value of the Voluntary Simplifier profile (Pangarkar et al., 2021). In some cases, this literacy extended into DIY practices, linking to anti-consumption values such as self-sufficiency, ethical responsibility and resistance to consumer culture (Pangarkar et al., 2021), reflecting the rise of lay expertise in wellness cultures (Lupton, 2014). In contrast, Reduced-Consumption Minimalists adopted a pragmatic approach, relying more on peer advice than detailed analysis. Rather than seeking long-term value alignment, they adopted functional strategies to manage immediate constraints, consistent with Pangarkar et al.’s (2021) depiction of this group as pragmatically adapting to situational necessity. Their information behaviors aligned with proxy seeking and non-directed monitoring (McKenzie, 2003), where convenience and community validation guided decision-making. This orientation reflects Kozinets’ (2015) view of online communities as spaces where informal expertise helps consumers navigate choices. Finally, Inconspicuous Minimalists demonstrated an aesthetic orientation in their information practices. Rather than engaging with technical details, these users focused on achieving subtle, polished results with minimal visible effort. As one user put it, the goal was a “natural no makeup makeup look in the most easy way possible” (52). This visual outcome-driven engagement reflects inconspicuous consumption as a form of aesthetic signaling, in which taste and restraint communicate cultural capital (Eckhardt et al., 2015; Berger & Ward, 2010). These practices resonate with Bourdieu’s (1984) concept of distinction. In summary, information-related practices in skinimalism varied by users’ underlying orientations: critical for Anti-Consumption Minimalists resisting beauty norms, analytical for Voluntary Simplifiers focused on efficacy, pragmatic for Reduced-Consumption Minimalists seeking convenience, and aesthetic for Inconspicuous Minimalists aiming for effortless refinement. 24 Product-Based Skinimalism Practices The second domain, product practices, illustrates how minimalist users materialized their skin care values through product selection. While all users engaged in some degree of product reduction, the criteria for retaining or rejecting products varied, reflecting different priorities. For Voluntary Simplifiers, product minimalism was shaped by a desire for functional sufficiency and control. These users prioritized essential, multifunctional products, favoring intrinsic attributes like effectiveness, one attribute mentioned by Kamwendo & Maharaj (2022). It is reflected in the comment: “It stresses the importance of the product actually pulling its weight” (593). This selective logic aligns with practice theory’s notion of material fit (Shove et al., 2012) and a teleoaffective orientation toward control, sufficiency, and minimal input as meaningful ends (Spotswood et al., 2024). In some cases, users also limited products to reduce skin sensitivity, as in, “I figure the less I use, the less it has to react to” (558), further illustrating how affective expectations guided minimalist behavior. Reduced-Consumption Minimalists approached product choices through the lens of affordability and immediate utility (Pangarkar et al., 2021). Their routines relied on low-cost, reliable products that meet basic needs. One user stated, “All I’ve used is Cetaphil [...] All less than $30 in total” (146), underlying a pragmatic, cost-driven approach rooted in extrinsic considerations (Kamwendo & Maharaj, 2022). Anti-Consumption Minimalists engaged in product refusal and substitution as a form of ethical disengagement. Their routines included using up existing items, avoiding new purchases, or making homemade alternatives. For example, some users described using leftover products (912) or DIY formulations (395). These practices expressed a rejection of commercial beauty norms, consistent with anti-consumption values (Pangarkar et al., 2021). In terms of product attributes (Enneking et al., 2007), these users dismissed extrinsic cues like branding or packaging in favor of intrinsic utility. Moreover, their teleoaffective configuration (Schatzki, 2002; Spotswood et al., 2024) emphasized autonomy, simplicity, and ethical distancing from the market Lastly, Inconspicuous Minimalists selected products to support a cohesive, natural aesthetic. Their focus was not on cost or ethics, but on achieving a refined look with minimal effort. They often favored multipurpose or subtle-effect products that contributed to an “effortless” appearance. These choices balanced intrinsic product features (Enneking et al., 2007) such as texture or finish, with extrinsic signals (Enneking et al., 2007) like minimalist packaging, conveying aesthetic restraint. Though not always framed in technical terms, this approach reflected the logic of inconspicuous consumption as aesthetic signaling (Eckhardt et al., 2015). While all users engaged in product reduction, the criteria for retaining or rejecting products varied by orientation: Voluntary Simplifiers prioritized functional sufficiency, Reduced-Consumption Minimalists valued affordability and practicality, Anti-Consumption 25 Minimalists focused on ethical rejection and market disengagement, and Inconspicuous Minimalists emphasized aesthetic coherence with minimal effort. Skinimalism Routine Practices The third dimension, routine practices, explores how users manage skin care as adaptive, evaluative activities shaped by bodily rhythms, contextual constraints, and material simplicity. These routines reflected post-purchase behaviors, where users continually assessed and adjusted product use based on lived experience (Engel et al., 1995). For some, simplification enabled consistent, low-effort routines that persisted even under fatigue. One user noted, “Doesn’t matter how tired I am, it is so minimal it gets done anyway since it’s just 4 steps” (593). This reflects routinisation, where bodily rhythms and material configurations support stable practices (Shove et al., 2012; Halkier et al., 2011). For Voluntary Simplifiers, such stability is aligned with values of balance and moderation (Pangarkar et al., 2021). In other cases, users simplified out of necessity. They described pragmatic, low-cost routines such as “only water in the morning, and just basic cleanser and moisturiser at night” (168), illustrating a functional adaptation typical of the Reduced-Consumption Minimalist (Pangarkar et al., 2021). A third pattern involved routines oriented around refusal and resistance. Some users skipped steps, delayed repurchases, or adopted DIY alternatives: “I use less so it lasts longer” and “mix my own oils for moisturiser” (154). These behaviors reflected an Anti-Consumption Minimalist logic rooted in ecological and ethical disengagement from mainstream norms (Pangarkar et al., 2021). Finally, Inconspicuous Minimalists expressed routine intentions through aesthetic goals without detailing their exact practices. Comments such as striving for a “minimalist look” (61) or wanting to “look good in the face without the use of makeup” (24) suggested that routines operated as backstage practices for maintaining an effortless appearance. While Kalwat and Pięta (2023) describe skinimalism as reflective and responsive to the skin’s needs, this orientation indicated a more stylized engagement, where simplification supported visual coherence over somatic awareness. In conclusion, skinimalist routines reflected different orientations toward simplification: Voluntary Simplifiers valued consistency and balance, Reduced-Consumption Minimalists adapted routines out of necessity, Anti-Consumption Minimalists used minimal routines as acts of resistance, and Inconspicuous Minimalists maintained understated aesthetics with minimal visible effort. 26 5.3 Implications of implementing skinimalist routines Voluntary Simplifier Users identified previously as Voluntary Simplifiers described a range of psychological, behavioral, and lifestyle effects when maintaining a simplified skin care routine. A recurring outcome was emotional ease and reduced pressure, as one user reflected, “Once I took out unnecessary products, life felt so much easier. Keeping a simple routine also helps with travel” (537). This suggests that skinimalism reduces the mental load of daily decision-making, contributing to a sense of clarity and control. These benefits primarily reflect hedonic well-being, as they offer comfort and immediate emotional relief (Ryan & Deci, 2000). The finding also resonates with Decision-Fatigue Theory, which proposes that making repeated choices depletes a finite pool of self-regulatory resources, leading to diminished self-control and impaired decision quality (Baumeister & Tierney, 2011). Reducing the number of skin care steps likely helps conserve cognitive resources for other domains . Beyond short-term relief, users also described the feasibility and long-term consistency of minimalist routines. As noted in comment 593, reduced effort and complexity made it easier to maintain skin care habits over time. This pattern reflects findings by Kang et al. (2021), who show that simplified routines are more likely to be sustained. From a behaviour change perspective, this can be interpreted through the COM-B model (Michie et al., 2011); by making skin care more manageable, minimal routines likely reduce behavioural friction and increase intrinsic motivation. Additionally, habit formation research suggests that simpler behaviours are more likely to become automatic (Lally et al., 2010), which supports the persistence of these routines. While Voluntary Simplifiers may not be motivated by environmental concerns (Pangarkar et al., 2021), their reduced-consumption can lead to incidental sustainability (Kuppinger, 2023), distinguishing them from more ideologically driven anti-consumption minimalists (Pangarkar et al., 2021). Another implication was increased self-confidence and comfort with one’s natural appearance. This is captured in the comment, “Let’s normalize being able to be confident with no makeup! [...] being able to go out in public with just SPF and still feel like that girl is so rewarding” (73). This reflects a form of self-affirmation that extends beyond convenience. Within the framework of eudaimonic well-being, such experiences are seen as expressions of the self aligned with intrinsic values, contributing to psychological well-being (Ryan & Deci, 2000). It further resonates with Waterman’s (2008) concept of personal expressiveness: the fulfillment from acting in accordance with one’s true self. Here, feeling confident naturally suggests a shift from external validation to inner congruence. This aligns with Self-Discrepancy Theory (Higgins, 1987), which proposes that narrowing the gap between one’s actual self and ideal self can reduce emotional distress. 27 Voluntary Simplifiers reported reduced mental load, lasting routine consistency, and increased comfort with their natural appearance. Simplification eased daily decision-making, supported habit formation, and fostered well-being by aligning skin care with personal values and intrinsic motivation. Reduced-Consumption Minimalist The outcomes of simplified routines driven by situational constraints often involved a mix of relief and tension. A common implication was increased convenience and reduced effort, especially when users found minimalist routines easier to manage. As some noted: “My morning routine [...] takes about 90 seconds [...] In the evening [...] it takes 3 minutes” (650). This illustrates reduced decision fatigue and effort, consistent with Baumeister & Tierney (2011) findings. From a Scarcity theory perspective, streamlining daily practices helps free up limited cognitive bandwidth imposed by constraint (Mullainathan & Shafir, 2013). Meanwhile the Conservation of Resources Theory predicts that individuals are motivated to protect scarce resources such as time and attention (Hobfoll, 1989), which may explain why reducing complexity in skin care routines feels beneficial. Even when adopted out of necessity rather than ideology, skinimalism thus functioned as an adaptive strategy that enhanced short-term well-being through ease and manageability, consistent with Kang et al. (2021), who found that reduced-consumption complexity contributes to emotional relief. Others framed simplification in economic and functional terms. One user remarked, “My skin care routine has gone from this to this and my skin is better as a result [...] as is my bank balance” (My Science-Based Skincare Routine, 2024), signalling dermatological and financial gains. Such statements reflect the link between consumption restraint and perceived financial well‑being (Brüggen et al., 2017), and illustrate how minimalist routines can fulfill instrumental goals while still supporting self-care. However, not all consequences were positive. Some users expressed frustration over competing desires: valuing skin care as a source of enjoyment while feeling compelled to cut back. As one user noted, “It’s hard going back to it because I genuinely love skin care and consider it a hobby” (607). This ambivalence can be interpreted through Belk’s (1988) notion of the extended self, where possessions and consumption practices form part of personal identity. Thus, reducing them may feel like a loss of self. Comments about constrained access to desired products, such as “I'd love to have that dewy plump look [...] I don't know if I can get a prescription from Dr. Abs as you have” (218), further illustrate a self-discrepancy (Higgins, 1987) between one's desired appearance and what is feasible under situational constraints. This highlights how enforced minimalism, when not internally motivated, can sometimes undermine perceived efficacy and emotional satisfaction. Reduced-Consumption Minimalists found minimalist routines practical and resource-saving, offering ease, time efficiency, and financial benefits. However, simplification sometimes conflicted with skin care as a form of enjoyment or identity, leading to ambivalence. These 28 outcomes reveal how constraint-based minimalism can support short-term functionality while also challenging emotional satisfaction and self-expression. Anti-Consumption Minimalist For Anti-Consumption Minimalists, the implications of adopting skinimalism were deeply tied to ethical, psychological and social transformations emerging from the rejection of excessive consumption. These consumers described skinimalism as a meaningful shift in how they relate to themselves, their values and the environment. This aligns with the principles of mindful consumption, which encourage reflection on the broader impact of consumer choices and moderation in behavior (Gupta & Sheth, 2024). One key implication was an enhanced sense of environmental responsibility. Online community members expressed growing awareness of the ecological consequences of their actions, with one stating, “I remind myself that all that goes to the bin is an impact on the planet caused by me. We don't need so much stuff” (918). This heightened moral awareness reflects what Value-Belief-Norm theory describes as the activation of personal norms in response to perceived environmental harm (Stern, 2000). For these consumers, the act of simplifying their skin care routines was not only about reducing clutter but also about aligning everyday behaviors with ethical convictions. Another implication was the development of ethical self-regulation through retrospective reflection. Several users described skinimalism as a corrective response to past overconsumption. One user noted, “I am determined to use all the products I have already bought and then scale it down” (213), highlighting a commitment to temperance and personal accountability. Cherrier (2009) argues that such practices of voluntary restraint are central to anti-consumption identities, as they allow individuals to distance themselves from dominant market values and instead express ethical and sustainability-oriented commitments. Self-reliance also emerged as a significant implication. Some users described making their own products as a practical solution and a source of personal fulfillment. For instance, one remarked, “My favorite has been tallow butter. I now make my own. It's the least processed skin care possible” (411). This practice resonates with Kang et al.’s (2021) conception of self-sufficiency as a form of ecological agency. Through the lens of self-efficacy theory (Bandura, 1997), these behaviors suggest that successfully creating and using homemade alternatives enhances individuals’ belief in their own competence, which in turn supports continued engagement in low-consumption practices. Collectively, these findings suggest that the implications of skinimalism for Anti-Consumption Minimalists extend beyond reduced product use. They include a strengthened environmental conscience, a redefinition of ethical responsibility, and an increased sense of personal efficacy and autonomy. At the same time, they reduce their material footprint, they cultivate forms of moral and psychological empowerment that challenge consumerist norms. Skinimalism, in this context, becomes a site for practicing 29 values and constructing identities that resist market-driven models of self-care and consumption. Inconspicuous Minimalist For Inconspicuous Minimalists, the outcomes of skinimalism are centered on maintaining a refined appearance with minimal visible effort. Several users described increased confidence and receiving compliments despite limited product use. One commenter, for instance, “I get lots of compliments about how amazing my makeup looks and I’m barely wearing any at all” (11). These users presented themselves as naturally beautiful while masking the effort involved, what Goffman (1990) describes as the strategic management of impressions. These interactions appeared to raise positive affect and feelings of satisfaction, which are consistent with hedonic well-being (Ryan & Deci, 2000). Others emphasized the appeal of results that did not look visibly produced. As one user explained, “I was trying to find exactly what you did without looking like I obviously did those steps” (84). This preference for subtlety reflects aesthetic restraint, as described in the context of inconspicuous consumption by Eckhardt et al. (2015), and supports Bourdieu’s (1984) notion that cultural capital is communicated through refined and understated distinctions. It also aligns with research on quiet status signalling, which shows that minimalism can communicate high cultural capital without overt branding (Berger & Ward, 2010). In this sense, minimalist aesthetics act as social cues that reinforce group belonging through the performance of effortlessness. However, some users expressed frustration when beauty routines marketed as minimal appeared, in practice, to be excessive. One commenter, for instance, “This is not minimal!!!!! 5 types of 'cream' and bronze and blush…” (133), highlighting a perceived contradiction between the rhetoric of simplicity and the reality of continued product accumulation.Such reactions reflect a broader skepticism toward what Beverland (2005) describes as the strategic construction of authenticity in marketing. In this view, authenticity is not inherent but deliberately curated through branding. Applied to the context of skinimalism, minimalist aesthetics may be used to signal ethical simplicity while in practice functioning to sustain, rather than reduce, consumption. From a symbolic-interactionist perspective (Goffman, 1990), this discrepancy may create dissonance between one’s self-concept and the consumer identity promoted by ostensibly minimalism. Wilson and Bellezza (2022) offer a useful lens here with their conceptualization of consumer minimalism as a value system structured around three core dimensions (limiting possessions, adhering to a sparse aesthetic, and curating consumption mindfully). The user's critique can be understood as defending these minimalist values, particularly the commitment to restraint and intentionality. However, as Wilson and Bellezza also observe, minimalism is often aspirational and can become competitive, with authenticity itself functioning as a form of symbolic capital. In this context, critiques of others' routines may not only challenge the commodification of minimalism but also serve to reinforce one's own position within a morally and aesthetically legitimized minimalist identity. Thus, such reactions may simultaneously reject performative minimalism 30 and participate in the very dynamics of distinction and display that consumer minimalism seeks to transcend. In summary, Inconspicuous Minimalists used skinimalism to appear effortlessly polished, gaining confidence and subtle social recognition. While this fostered hedonic well-being and quiet status signaling, some users critiqued performative minimalism, highlighting tensions between authentic restraint and its commodified display. The final step of the interpretive process involved bringing together the coded material into a cohesive model (Table 3) that aligns with the established consumer typology. This synthesis reflects how the various themes and practices observed across the data take shape within the broader logic of minimalist consumption. By mapping these insights onto the typological framework, the model offers a structured yet flexible way of understanding how skinimalism is initiated, performed, and expressed by different kinds of consumers. Table 3. Skinimalism Consumer Typology: Drivers, Practices and Implications 6. Conclusion and Contributions This thesis set out to explore the complexities that underlie the seemingly simple mantra of “less is more” in contemporary skincare. Grounded in practice theory, it investigated why consumers adopt skinimalist routines, how these practices are enacted within digital spaces, and what personal and social implications they generate. Through a netnographic analysis of 10,647 user comments on YouTube, TikTok and Reddit and nine creator videos on YouTube and TikTok, the study identified 19 codes, of three overarching themes (drivers, practices, and implications) which were then categorized into the four distinct consumer profiles of Pangarkar et al. (2021): Voluntary Simplifiers, Reduced-Consumption Minimalists, 31 Anti-Consumption Minimalists and Inconspicuous Minimalists. By unpacking these profiles, the study contributes to academic discussions on minimalism and offers marketers a more nuanced understanding of a rapidly evolving consumer segment. Theoretical implications Conceptualising skinimalism as a compound practice contributes to consumer culture theory in three significant ways. First, it challenges dominant assumptions that skinimalism is a homogeneous value system by showing it as inherently diverse, consisting of distinct teleoaffective orientations manifesting through different configurations of information gathering, product selection and routine enactment. Second, it expands existing understandings of epistemic agency by demonstrating how competencies such as ingredient literacy, peer-driven knowledge exchange, and practical experimentation critically sustain minimalist skincare practices, complementing broader research into clean beauty and slow-consumption activism. Third, by embedding Pangarkar et al.’s (2021) consumer typology within a practice-theoretical framework, the study provides an analytical model that can be transferred and adapted to other contexts where minimalism is employed. Practical recommendations The empirical segmentation developed in this study cautions firms against relying on one-size-fits-all minimalism solutions. Brands seeking to appeal to Voluntary Simplifiers should prioritise transparency in formulation science and offer highly effective “hero” products that consolidate multiple steps into a single routine without compromising the consumer’s sense of control. Reduced-Consumption Minimalists respond primarily to affordability and functional reliability, so in these cases, tiered pricing models, refillable formats and minimalist packaging can deliver perceived value while maintaining profitability. For Anti-Consumption Minimalists, whose choices are ideologically driven, corporate sincerity is essential. Initiatives such as cradle-to-cradle certification, packaging take-back schemes and community repair programmes can help convert ethical resistance into trust-based loyalty. Finally, Inconspicuous Minimalists place value on refined aesthetics and quiet forms of cultural capital. For this segment, understated design, sensorial elegance and “soft” brand expressions enable consumers to signal taste without overt display. Across all segments, marketers should move beyond “more-is-more” messaging and instead develop educational content that validates simplified routines, invest in ingredient transparency tools, and foster participatory digital spaces where users can exchange minimalist knowledge. In doing so, they can engage with the peer epistemics that play a central role in sustaining minimalist skincare practices. 32 Study limitations and directions for future research Although the present research offers a detailed description of how four different consumer profiles practice “skinimalism”, its scope is subject to several limitations that suggest promising directions for future research. Theoretical limitations The argument is deliberately situated within a practice-theoretical framework and employs Pangarkar et al.'s (2021) typology of consumer minimalism as its primary analytical groundwork. While this approach offers conceptual coherence and analytical focus, it may underemphasise the role of intersecting power relations, affective dynamics and gendered or racialised beauty norms that also shape minimalist skincare practices. Incorporating critical-feminist, postcolonial, or affect theory perspectives could illuminate how privilege, care labour, and embodied vulnerabilities mediate the pursuit of “less” in beauty routines. Likewise, longitudinal approaches to identity work could provide insight into how minimalist commitments develop, persist, or erode over time. Such extensions would enrich what remains a primarily practice-oriented account of voluntary restraint. Methodological limitations This study’s findings are shaped by the affordances and constraints of netnographic research. While the use of YouTube, TikTok, and Reddit allowed access to naturally occurring consumer discourse, the data are inherently shaped by platform algorithms, visibility biases, and the self-presentational norms of social media environments. As a result, the study may over-represent highly engaged, vocal, or aesthetically conforming users, particularly on visually oriented platforms like TikTok and YouTube. In contrast, more ambivalent or marginalised voices may remain underrepresented. The reliance on engagement-based sampling also introduces a selection bias toward popular or polarising content. Although the inclusion of Reddit offered access to more deliberative and anonymous exchanges, the dataset remains publicly curated and shaped by online performance. Finally, while the manual coding of 10,647 comments and nine video transcripts generated rich qualitative insights, the results are not statistically generalisable. Future research could address these limitations through methodological triangulation, incorporating in-depth interviews, ethnographic observations, or dermatological diaries to capture more embodied and longitudinal aspects of minimalist skincare practices. Contextual limitations The empirical material for this study was drawn exclusively from English-language posts created between 2023 and 2025 on Western-centred platforms, within a socio-cultural context shaped by sustainability discourse, ingredient transparency debates and post-pandemic routine reassessment. However, the meanings and practices of minimalist skincare may differ significantly in non-Western contexts, where beauty ideals, climate conditions, and 33 infrastructural access to skin care products vary. Moreover, the study focused solely on online environments, where peer visibility and platform-specific norms influence self-presentation. Offline settings, such as private routines or professional dermatology consultations, may reveal alternative enactments of skinimalism less shaped by digital visibility. Future research should therefore explore localised interpretations of minimalist skin care, examine its articulation in clinical or professional skincare spaces, and trace how the movement evolves beyond social media platforms. Conclusion Taken together, these limitations do not diminish the central contribution of this thesis: it demonstrates that skinimalism is neither a fleeting trend nor a uniform ethos, but a plural and culturally embedded practice through which consumers negotiate identity, well-being and environmental responsibility amid conditions of beauty overload. 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