Gen Z consumers are moving away from multi-step skincare routines in favour of minimalist approaches that rely on single, high-performance products, according to industry observers.
The shift comes as users report feeling overwhelmed by the complexity of layering multiple active ingredients and navigating compatibility issues between different formulations.
iS Clinical has positioned its GeneXC Serum as a response to this trend. The product contains 20% Vitamin C and is marketed as a solution that can replace multiple steps in a traditional skincare routine.
20% Vitamin C serum positioned as multi-step routine replacement
“The future of beauty is not more, it is about products that work deeper into the skin,” according to the brand’s positioning statement.
The serum includes Extremozymes®, ingredients designed to help skin defend against environmental stressors including UV exposure, pollution, and dehydration. The formulation aims to support cellular regeneration and collagen production while addressing early signs of ageing.
The product is intended for use once daily, either morning or night, and targets concerns including brightness, clarity, and skin resilience.
The timing coincides with Ramadan, when disrupted sleep patterns and fasting can affect skin hydration and appearance. The brand suggests the serum can help maintain skin barrier function during this period.
Industry watchers note that the minimalist approach by Gen Z represents a departure from the elaborate routines that have dominated skincare marketing in recent years, with consumers now prioritising efficiency and measurable outcomes over product quantity.
