Minimalist was founded in 2020 with the notion that the beauty industry demands a transparency revolution, and that the activities of a plant should be emphasized over the plant itself. The brand aims to create absolutely "Clean" products that are free of toxins and do not irritate the skin, irrespective of being labelled as natural or naturally derived. Their simple and uncomplicated approach makes their products very effective, easy to use and extremely affordable. Their motto is - Clean. Simple. Affordable. All their products are Cruelty-free and Toxin-free.