Photo Courtesy of: LA MAXIME
Image: Supplied
Skincare routines have become increasingly complex, with consumers layering multiple products in the hopes of achieving smooth, hydrated skin. Many find themselves navigating an overwhelming number of serums, exfoliants, and moisturizers, often struggling to strike the right balance between treating concerns like dullness, congestion, and dryness without overloading their skin.
According to a 2024 market report by Statista, multi-use skincare products have seen a 27% increase in global sales as consumers move away from multi-step routines. LA MAXIME’s Dewy Glowy Exfoliating Scrub & Hydrating Mask (2-in-1) addresses this shift by combining exfoliation and hydration into a single step, offering a streamlined alternative to traditional skincare regimens.
This formulation is designed for dry, sensitive, and congested skin. It incorporates botanical-based exfoliants and hydrating agents that remove dead skin cells while replenishing moisture. While many exfoliating products can be harsh and drying, this mask aims to refine skin texture without disrupting the skin barrier.
Jacqueline Koo, founder of LA MAXIME, developed the product with effectiveness and gentleness. “When I first started developing skincare, I wanted something that would treat my own skin without irritation,” she said. “This product was designed to balance exfoliation with hydration, so it’s suitable even for sensitive skin.”
Many exfoliating products rely on synthetic acids or microbeads, which can lead to redness and over-exfoliation. Instead, the Dewy Glowy formula harnesses the power of nature, using 4% Australian Native Lilli Pilli Extract—a plant-derived exfoliant rich in fruit acids that gently dissolves dead skin cells without irritation.
Complementing this is 6% Australian Organic Ground Rice, a time-honoured skincare ingredient known for its anti-aging and brightening properties. The finely milled grains provide gentle physical exfoliation, working in synergy with Lilli Pilli’s chemical exfoliation for a dual-action renewal effect.
A 2023 study in the Journal of Dermatological Science found that botanical exfoliants reduced skin irritation by 32% compared to synthetic alternatives. To further protect and soothe the skin, Dewy Glowy incorporates 20% Organic Rose Hydrosol, which calms inflammation, tightens pores, and locks in hydration—ensuring effective exfoliation without compromising the skin’s natural barrier.
Today's skincare consumers are more discerning than ever, favoring products with clean, plant-based ingredients over synthetic alternatives. According to the 2024 Mintel Beauty Report, 72% of consumers prefer formulations free from synthetic preservatives, silicones, and parabens. LA MAXIME meets this demand by eliminating common fillers and irritants and focusing instead on high-performance botanicals.
Unlike conventional moisturizers—some of which contain up to 90% water—this mask replaces 70% of water with organic aloe vera juice and Rose Hydrosol, significantly increasing the concentration of active ingredients.
“The reason I chose to replace water with botanicals is simple,” explains Koo. “I wanted every ingredient to directly benefit the skin, rather than just serving as a filler.”
LA MAXIME’s commitment to clean, effective skincare has earned industry recognition. In 2024, several of its products won accolades at the Clean + Conscious Awards, which evaluate beauty brands based on sustainability, ingredient integrity, and performance.
Sales data further reflect this growing demand. Markets like Singapore, Hong Kong, and the United States have shown steady growth, with LA MAXIME’s Dewy Glowy Exfoliating Scrub & Hydrating Mask (2-in-1) ranking among its bestsellers in Q1 2024—backed by rave consumer reviews and dermatological endorsements.
The demand for streamlined skincare solutions continues to rise. A 2023 McKinsey report on beauty trends projects that the hybrid skincare market will grow by 15% annually through 2027 as consumers move away from multi-step routines in favour of products that address multiple concerns in one step.
Koo sees this shift as part of a broader movement toward practical, results-driven skincare.
“People want high-performing products without applying ten different things,” she explains. “Simplification is the future of skincare.”
As brands adapt, those prioritising ingredient transparency, multi-functionality, and clinically backed efficacy are gaining momentum. The Dewy Glowy Exfoliating Scrub & Hydrating Mask (2-in-1) fits squarely into this trend, combining science-driven innovation with botanically based skincare—offering consumers an effective, all-in-one solution in a single application.
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