Less is more: NIVEA MEN follows the trend of minimalism

Whether it’s food, cosmetics or cleaning products – when looking at the list of ingredients, many consumers’ heads start to spin. What exactly is cocamidopropyl betaine or caprylic/capric triglycerides and what is it used for in a product? NIVEA MEN is now launching a range of products that will no longer leave these questions unanswered. Following the current trend of minimalism, NIVEA MEN SENSITIVE PRO Menmalist will come to the market, consisting of three products: A Face & Beard Wash, a Liquid Shave, and a Face Cream. All of them are using just ten individually selected ingredients. Each product’s list of ingredients can be found on pack, including a simple, short description of the ingredients’ purpose. The design is simple, appealing and shows everything important at a glance; nothing more, nothing less. But what are the benefits of such a minimalist formula and why is the NIVEA MEN Menmalist range so special? We spoke to Frauke Ulrich, Senior Scientist Formula Development NIVEA MEN.

Men’s skin is thicker, oilier and ages differently than female skin. Men have more active and larger sebum glands than women, which makes the skin oilier and shinier. The structural arrangement of collagen and fat cells in the skin also differs, causing men to age later. But once signs of ageing appear, it happens more quickly. Furthermore, for men, shaving is an additional step in the grooming routine that requires special products before and after.

Currently, we are seeing a continuous increase in consumer demand for minimalist, highly effective and well tolerated skincare products that simplify their skincare routine while being very sustainable. This lifestyle is all about less being more. This trend has encouraged us to offer our consumers a product range that focuses on the essentials and fits their lifestyle.

What makes the products so special is that the list of ingredients is reduced to a maximum of ten essential ingredients. On average, the list of ingredients is significantly higher and can even be greater than 25. The product range is suitable for every man and for all skin types, especially for those with sensitive skin and feel that complex formulas trigger skin irritations. 

The list of ingredients is not very comprehensible for most consumers, so it was important for us to describe in simple terms the purpose for which the ingredients are used. The information is, if possible, even on the pack. In the shaving cream, for example, the ingredients Myristic Acid, Stearic Acid & Potassium Hydroxide work closely together and support in their function to soften the beard hair. In the wash gel, Lauryl Glucoside and Cocamidopropyl Betaine act as a team after activation with water to remove dirt or excess oil from the skin. To provide the skin with additional care, we use Caprylic/Capric Triglyceride, a fatty component of plant origin, in the face cream. Glycerin is a classic moisturizer that we use in all three products.

Our goal was to develop effective formulas with only ten essential ingredients that are as sustainable as possible, while avoiding certain raw materials such as microplastics or silicone oil. This requires the use of new raw materials that have other properties. At the same time, we want to offer our consumers the same texture and skin feel that they are used to. This has been challenging at times. 

During the formula development, we have focused on keeping the list of ingredients small but the number of ingredients that are of natural origin as high as possible. All formulas have a natural origin ingredient content in the range of 91% to 98% and are biodegradable from 93% to 98%. In addition to that, all formulas are vegan, and the formulas do not contain any microplastics or silicon oil.

Also, it was important to us to use sustainable packaging that appeals to the consumer and is easy to use. That is why we chose the 100% rPET bottle* with pump dispenser for the two rinse-off products and the fully recyclable tube for the face cream.

Yes, we created a new fragrance without the known 80+ allergens. It was designed to minimize the allergenic potential, which is often relevant for consumer with sensitive skin. The fragrance is built on woody and amber accords, lightened by citrus, aromatic notes and clean fruity touches.

Thank you so much for your time and the great insights, Frauke!

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In our Corporate Communications team, Nina is responsible for the brands NIVEA and Oscar&Paul as well as topics related to the field of Diversity & Inclusion.