1. 3-Minute Beauty Trends Less Cosmetics, the Better? the Better? 3-Minute Beauty Trends Less Cosmetics, Campbell Lin in Shanghai, MeasureCommerce May 5, 2021 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii Spending more time at home during the Covid-19 lockdown and mandated to wear masks wherever you go, cosmetic consumers now focus less on putting on makeups and spend more time taking care the health of their facial skins. The extended amount of time the skins stay in contact with face masks has caused some to develop sensitive skin issues, such as masknes (痘痘肌), skin redness, etc. The point is people are nowadays more concerned about the overall health conditions and the natural glow of their skins. Data Source: MeasureInfluence Dashboard Daily Number of New Posts on Xiaohongshu Mentioning 精简护肤 (Simplified Skincare) Data Source: Xiaohongshu A good makeup remover should also completely does skin cleansing. Over cleansing could wash off the skin lipids and damages the skin barriers Data Source: Xiaohongshu Match your skincare needs with the active ingredients that do the job.

2. On Xiaohongshu (小红书), the Chinese version of Pinterest and Instagram, 精简护肤 (simplified skincare) is mentioned in more posts after the Covid-19 outbreak in China in February than before. Beauty influencers discuss the harm caused to the skins by over cleansing and applying extra unnecessary products, and share tips for how to do 科学护肤 (scientific skincare). • Do not #过度清洁 (Over Cleansing): a good cleanser or makeup remover should be able to completely dissolve colour makeups and removes dirt and excess oil from your skin simultaneously. Secondary cleansing the skin with another product could damage the precious skin barrier. • Hands are the best skincare tool: auxiliary tools such as cleansing brushes or cotton pads should be avoided for frictions against the skin could damage the vulnerable "horny layer" on the skin. • Only one product for one skincare effect #成分党 (Ingredient Geeks): buying only one product with the right active ingredient is sufficient for achieving a certain skincare desire. For example, if you are looking for a skin moisturiser, without purchasing multiple products marketed with different ingredients for hydration, look for just one product with the most contents of hyaluronic acids, either it being a cream or a lotion. Outside of China, the concept of simplifying skincare steps are summarised with the word "skinimalism", which could mean multiple things. Pinterest predicts that "skinimalism is the new glow" in 2021. According to Pinterest's statistics, in 2020, the numbers of search for "glowing skin how to get naturally" increased by four folds and for "natural everyday makeup" increased by 180%. Stripping back from a 10-step skincare routine, skinimalists call for using fewer numbers or varieties of products and focus on the products that could address multiple skincare needs at once. Dermatologists point out that incorrectly mixing single-ingredient products could backfire what they are supposed to do individually, causing inflammations or irritations. Recalling the previous 3- minute Beauty Trend article, this change in skincare routine is similar to the Chinese skincare concept of "1+1>2", meaning that the correct combination of active ingredients should do more than separate applications. #naturalmakeup #homemadeskincare #diyskincare on Instagram Besides simplifying the skincare rituals, skinimalists also abandon the caked-on bold makeup looks and instead seek for more natural looks that emphasise their naturally glowing skins and skin textures, including blemish, pores, etc. In addition to using less cosmetic products, skinimalism also encourages people to adjust their sleep schedules, keep a clean and seasonal diet, explore home- made skincare options with grocery store bought fruits and vegetables, as well as doing face-yoga exercises. 3-Minute Beauty Trends Less Cosmetics , the Better?

3. Abroad or at home, some brands started to develop and package their products to impress skinimalists. For example, the Chinese brand HomeFacial Pro, established in 2014 believes in only developing the simplest formula to satisfy the most fundamental skincare needs. Without a fancy name or a colourful package, the brand's best-seller in 2020 is the 寡肽原液 (Oligopeptides Ampoule), which highlights the core ingredient in the product name and claims to do only one thing: removing acnes and acne marks. HomeFacial Pro's Official Website 寡肽原液 (Oligopeptides Ampoule) The Ordinary's Official Website Regimen Builder, Squalane Cleanser, Amino Acids + B5, Natural Moisturizing Factors + HA Across the Pacific, The Ordinary took a step further to help consumers build their individual skincare product regimen by asking a few simple questions, such as their skin concerns, age, preferred texture, etc. For instance, The Ordinary would recommend a three-course regimen containing a cleanser, the Amino Acids + B5 ampoule and the Natural Moisturizing Factors + HA (Hyaluronic Acids) for a person aged between 30 and 39 with severe dry skin. Unlike its Chinese counterpart, The Ordinary features the mix of two key ingredients on some of their products and emphasises a "1+1" formula to be good for one skincare need, in this case, hydration. For more beauty market updates and trends in China • Visit MeasureCommerce’s website • Subscribe to MeasureCommerce’s newsletter • Contact us at contact@measurecommerce.ai • Follow MeasureCommerce on LinkedIn • Follow MeasureCommerce on WeChat 3-Minute Beauty Trends Less Cosmetics , the Better?