As most of you know, Minimis is a 4-step skincare routine: cleansing, hydrating, moisturizing and extra nourishing to lock in moisture.

To us, cleansing is an extremely important step—just as important as hydrating and moisturizing. Not cleaning your skin properly can lead to breakouts and affects absorption of the skincare products you apply to your face after cleansing.

So began our quest to create a cleanser that thoroughly washes off dirt, makeup and sunscreen and is gentle enough for your nightly double cleanse (or morning single cleanse)!

How it started

We had tried lots of different cleansing products and realized that foam and gel cleansers were too dry for our skin, especially in winter or in places where the atmosphere is relatively dry all year round. Oil-based and cream-based which we had tried were either not moisturizing enough or could not remove dirt thoroughly.

Our cleanser needed to meet a key goal: align with our philosophy to be a no-fuss and effective skincare brand that celebrates nature’s own healing and protective properties.

That meant our cleanser had to be 100% natural (on top of certified vegan, cruelty free and free from any harmful substances or preservatives) while also effectively cleaning and keeping the skin moist.

Fast forward two years and one pesky, production-halting pandemic later, we’ve developed a cleanser that not only fulfills its role as number one in our 4-step skincare routine, it far exceeds it.

To us, a clean, hydrating cleanser is the foundation of happy, glowing skin.

The dream product we ended up creating

To put it simply, we love M01 The Cleanser. It's 100% natural, luxuriously creamy and uses antioxidants ingredients such as Goji Berries and Green Tea Extracts.

On top of that, Jojoba Oil softens skin and reduces fine lines, Witch Hazel soothes dry or itchy skin, while the light-weight oil of Plant-based Squalane fights off skin-damaging free radicals that contribute to aging, balances oil production and boosts blood circulation.

The Cleanser, like the other three products in the Minimis routine, is certified vegan and suitable for all skin types. It can effectively remove dirt and makeup, including around the eye area, and can be used in morning and night.

Luckily, we are not the only ones who love The Cleanser. We have received some positive feedback on The Cleanser, especially on the scent, dirt-removing and non-drying properties.

We hope that YOU will give it a try and find out for yourself just how different our cleanser is from the others on the market.