With Mintel reporting that 28 per cent of women have reduced the number of products in their skincare routine, it would appear that a sizeable number of us have grown tired of being told we need yet another step in our regime.
For many, gone are the days of the double cleanse, followed by the water, followed by the essence, followed by the three serums, and followed finally by the cream. If you count yourself among us, the new skincare brand A.D.C. Beauty should be on your radar.
Its founder, the make-up artist Adam de Cruz, also subscribes to a more minimalist approach to beauty. Having tended to the faces of supermodels and actresses for fashion weeks and editorial shoots across the globe, he knows a thing or two about what skin really needs to look good – as well as everything it doesn’t.
“I completely disagree with having seven steps to clean your face,” de Cruz tells Bazaar. “Ultimately, your skin can’t handle it. I started A.D.C. Beauty because I wanted to strip skincare back and create something completely results-driven.”
The brand currently consists of only one cream (de Cruz hopes to launch a cleanser in the coming months). “I was never really sold on primers because I always thought that prepping the skin for make-up was the job of a moisturiser, too,” says de Cruz. “I wanted something beneficial to the skin but that would also be helpful with the application of make-up.”
The High Performance Moisturiser contains mangosteen fruit extract, which helps to reduce redness and puffiness (and is a fruit commonly eaten in de Cruz’s native Malaysia), and gotu kola leaf extract, an effective anti-inflammatory often used in Ayurvedic medicines. Its bouncy texture comes from perilla seed extract, which also helps leave the skin feeling ready for make-up.