Why for skincare less is more, and the myth of 10-step K-beauty routine
The founders of the popular skincare label Malin+Goetz talk about the importance of choosing essential, fuss-free products that do their jobs well, and why there’s no reason to complicate your beauty routine
In 2004, when Andrew Goetz and Matthew Malin founded skincare brand Malin+Goetz in New York, the word “wellness” had a different meaning, K-Beauty wasn’t a phenomenon and the concept of a beauty start-up was completely foreign.
It’s a different world now. From the retail offerings at Hong Kong’s glitziest malls, which in recent years have shifted their tenant mix from luxury shops to beauty and health stores, to the proliferation of digital-first beauty brands, and the hugely successful and often gimmicky products from South Korea, it’s hard to keep track of the constant “drops” and short-lived trends of the beauty industry.
K-beauty: the ugly face of South Korea’s obsession with women looking forever flawless
Against this backdrop, Malin+Goetz almost feels like a palate cleanser. A very recognisable and sleek visual identity, a well-curated range of products and a fuss-free approach to skincare are the brand’s main tenets.
Goetz, who had a background in design, and Malin, who had worked for brands such as Kiehl’s and as a beauty buyer at department store Barneys New York, combined their fields of expertise to offer something that, 15 years ago, was a rarity in the industry. Their idea was to create a “modern apothecary”.
“We opened our first store in the same building where we lived in Chelsea, Manhattan,” says Malin when we meet the two at their recently opened store at the IFC mall in Hong Kong.