Functional Layering Skincare
In recent years, functional layering skincare has moved from a niche routine among skincare enthusiasts to a mainstream beauty philosophy. Consumers are no longer looking for ‘‘miracle products”, but rather for transparent formulas, modular routines, and clinically proven that can be layered according to individual needs.
Here I will list 3 brands in the west that I believe can perfectly illustrate how this trend is evolving today:
The Ordinary 🇨🇦, Aroma-Zone 🇫🇷, and Typology 🇫🇷
Let us see how ingredient-driven brands are redefining beauty in their ways.
1. The Ordinary: The Pioneer of Ingredient-First Skincare
Since in 2016, The Ordinary revolutionized the beauty industry by making active ingredients accessible, understandable, and affordable.
Its minimalist packaging and straightforward naming system empowered consumers to build their own skincare routines through layering.
In Q4 2025, The Ordinary continues to expand beyond facial skincare - Lip Care.
This shows that even pioneers must continuously innovate to stay relevant in this niche but competitive market.
2. Aroma-Zone: From DIY Roots to Mass Credibility
Rooted in 1999 and founded in France, Aroma-Zone began as a DIY ingredient brand, sharing skincare recipes online, positioning as a pioneer in aromatherapy for consumers passionate about formulation and natural actives. 🌳
Today, it has successfully transitioned into a mainstream skincare powerhouse, with physical stores in Paris and across France.
Its value proposition which also makes it being competitive:
🍃 high-quality ingredients at reasonable prices, even sourced from the same suppliers as premium brands.
Rather than selling aspiration, Aroma-Zone sells rational beauty — where consumers feel smart, informed, and in control.
Website: https://www.aroma-zone.com/
3. Typology: The “Aesop” of Natural Skincare
Founded in 2019, Typology builds as 100% digital-first strategy and stands out for its artistic direction.
One of its key strengths lies in its online skin diagnostic tool through the official website, which guides users with personalized skin assessment and recommends products tailored to their specific needs.
Building on its skincare expertise, Typology expanded into color cosmetics. 💄
Around 2024/2025, launching color products such as foundations and lipsticks, further reinforcing its positioning at the intersection of skincare performance and natural, understated beauty.
Website: https://www.typology.com/
From the examples above we can see:
Functional layering skincare is no longer just about natural or functional ingredients.
It’s about how brands educate, empower, and emotionally connect with consumers.
Reference:
Les Echos Comment Aroma-Zone a réinventé la cosmétique - https://www.youtube.com/watch?v=gZgkKKm3sj8
