MIHOO Releases China’s Leading Report on Minimalist Skincare

In May 2024, MIHOO collaborated with Professor Wang Jing from the Cosmetics Innovation Center at Jiangnan University to release the Minimalist Skincare Research Report – Cleansing Chapter.

As the leading brand to systematically study the science behind minimalist skincare, MIHOO analyzed data from 3,000 user surveys covering 30 provinces and 200 cities, combining insights from industry experts and academic support. The report provides in-depth explanation on the concept of minimalist skincare, the importance of cleansing, common misconceptions, and offers actionable skincare strategies for both consumers and the industry.

The Report reveals that the primary demographic interested in minimalist skincare consists of post-90s women with a bachelor's degree, living in emerging first-tier cities, and employed in corporate or freelancer. These consumers are drawn to lifestyles that prioritize "simplicity, nature, and healthy living."

With a clearer understanding of the target audience, MIHOO identified a key consumer pain point: varying interpretations of "minimalist skincare" across brands, coupled with an overload of market information, make it difficult for consumers to determine which advice is effective and which products are best suited to their needs.

In response, MIHOO advocates for returning to the basics of skincare, emphasizing that minimalist skincare doesn’t need to be complicated. It is about addressing the skin’s fundamental needs and embracing beauty in the essentials.

From the consumer's perspective, MIHOO provides a holistic minimalist skincare solution, offering products that are minimalistic, safe, and effective.

In a skincare market dominated by international brands, MIHOO took 11 years to grow from niche word-of-mouth recommendations to over 10 million satisfied users. The brand’s exploration into minimalist skincare, with its slow but deliberate approach, stands out in a fast-paced era that prioritizes speed and efficiency. This patient, long-term commitment requires both courage and resilience.

Building a brand is like planting a tree. Through strong R&D capabilities and close engagement with its users, MIHOO has planted deep roots in the niche of minimalist skincare. The brand aims to establish mental boundary in the minds of consumers, becoming their preferred choice.