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The Founders’ Journey

The Founders’ Journey
We see skincare as something we do as part of a balanced lifestyle. It’s about wellness and health and taking care of ourselves.

The journey to creating a clean skincare line is not as simple as it sounds (especially when a worldwide pandemic is involved)!

However, we, Annie and Jenny, the two founders of Minimis, had a vision in mind. We wanted to create a skincare line that was clean, yet effective. Just like sipping on freshly made lemonade on a summer’s afternoon, our brand had to bring something fresh and exciting, yet classic and minimal.

Before launching Minimis, we had an online store based in Hong Kong called Cabanee, which carried natural and organic skincare from indie beauty brands all over the world. At the time, clean beauty was not popular in the Asian market so we had a mission to introduce them to the abundance of clean beauty products and plant-based and organic ingredients available.

We knew clean beauty. We knew we had what it takes to create a clean skincare line. We just had to put all of our knowledge, thoughts and ideas into little bottles.

After we relocated to Vancouver, we knew that it was the right time to formulate our own products using our knowledge on clean beauty gained through running our shop and through our experience as consumers.

We wanted new-comers to the clean beauty market to be able to jump in with a ready made skincare routine without trying to piece together an assortment of random brands.

We worked closely with the research and development team to carefully select each ingredient and ensure that each product in the Minimis 4-step routine had a function and served a purpose.

Although our products are generally suitable for all skin types, we know that when it comes to skin, sometimes things aren’t that simple, which is why we made sure it was flexible. You can easily add your favourite products in between the steps, such as an oil between M03 The Moisturizer and M04 The Rejuvenator during times of dehydration.

At the end of the day all we wanted to create was a skincare brand that was simple, effective and affordable. We didn’t want to be just another skincare brand filled with nasty synthetic ingredients. We also didn’t want to be like the multinational brands who hike up their prices just to support their marketing budget.

We hope our affordable and simple skincare routine will attract those who are not familiar with plant-based beauty products so they can fall in love with clean skin care as much as we have.

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