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How I Built a Skincare Brand That Wants You to Use Less.

How I Built a Skincare Brand That Wants You to Buy Less.

 

I never set out to start a skincare company — I set out to solve my own problem. In my 50s, both my wife and I struggled with sensitive, aging skin and a cabinet full of expensive products that weren’t helping. We believed there had to be a better way, a way to create something both clean and effective for skin like ours. That belief sparked Schaf Skincare — a brand built on the radical idea that doing less can give you more when it comes to healthy skin.

Back then, the beauty industry was (and still is) obsessed with more: 12-step routines, elaborate layering, and ingredient lists that read like a chemistry textbook. I had experienced firsthand the frustration of trying countless “miracle” products that only left my skin irritated. I knew there had to be a simpler, smarter way. With Schaf, I set out to prove that “less is better” — that a minimalist skincare approach using fewer, better ingredients could transform skin. This is the story of how I built a skincare brand that literally tells you to use less.

From Frustration to a Philosophy of Less

When I founded Schaf, it was born from personal frustration. I had spent years battling reactive skin and disappointment from products that promised the world and delivered nothing. I wasn’t alone — so many people were experiencing “skincare fatigue,” overwhelmed by too many steps and harsh ingredients. In fact, one woman emailed me describing how her 9-step routine still left her with redness, breakouts, and even eczema. She had been led to believe more products meant better skin, when in reality her overzealous routine had damaged her skin barrier. My advice to her was counterintuitive: take a few steps back and simplify. I suggested she strip down to just our gentle cleanser and moisturizer to let her skin reset. Sure enough, within a few weeks of using less, she saw a remarkable transformation — her skin began to heal, regaining its natural glow and resilience. This experience became a powerful proof point: sometimes, less truly is more.

As a consumer, I had also grown disillusioned with the industry’s “more is more” mindset. I vividly remember receiving a newsletter from a popular brand suggesting no fewer than four different products just for a post-shave routine — an aloe vera solution, a gel moisturizer, a hyaluronic acid, and a niacinamide serum, layered one after the other. I wasn’t sure whether to laugh or cry. Who has the time, money, and face real estate for all that? After the second layer, your skin is saturated; the rest is just waste. I had always been struck by the sheer waste (and ineffectiveness) of this layering method. This over-complication not only confuses consumers, it often irritates and weakens the skin instead of helping it.

My own pragmatic approach to skincare couldn’t have been more different. Admittedly, part of my simplicity-first mindset comes from being a guy — most men (and plenty of women) don’t love cluttered, complicated routines. But more importantly, I spent a decade researching and consulting with formulators, chemists, and dermatologists to ensure that every product in my line would follow a minimalist philosophy. That meant everything from the ingredients to the packaging had to be kept simple yet highly effective. I wasn’t interested in selling 10 different products to address 10 different concerns. Instead, I focused on creating a handful of multitasking, genderless products that could address multiple skin needs at once, streamlining skincare for everyone. As I often say, our less-is-better philosophy is about taking a few steps back, using fewer but better-formulated products, and discovering how a simpler, cleaner routine can lead to healthier skin. This became the core principle guiding Schaf from day one.

The Radical Power of Simplicity

Embracing simplicity in skincare wasn’t just a personal preference — it’s grounded in how our skin actually works. Your skin is a sophisticated organ designed to protect and regulate itself. If you constantly bombard it with dozens of products, you’re essentially telling it to stop doing its job. Over-layering can disrupt the skin’s natural balance, strip its protective barrier, and even alter the healthy microbiome that lives on its surface. Research has shown that many common skin issues (from chronic dryness to adult acne) are often the result of over-treatment and over-exfoliation, not neglect. In other words, all those extra acids, peels, and perfumed lotions might be the very thing causing the irritation or breakouts you’re trying to fix.

Schaf’s approach is the antidote to this cycle. We prioritize healing over harshness. Rather than attacking the skin with aggressive actives, we focus on calming and fortifying the skin’s barrier so it can repair itself. Simplicity is not a compromise; it’s an intelligent strategy to let your skin’s natural wisdom shine through. As I wrote in a recent blog post, “the beauty world pushes elaborate routines and countless products, but we discovered that your skin’s natural wisdom responds best to fewer, better-formulated solutions that work in harmony with your body.” Supporting the skin’s innate functions — its ability to produce moisture, maintain pH, and renew cells — yields far better results than overwhelming it.

This philosophy required reimagining what a skincare line should look like. Instead of a 12-step program, we boiled it down to the essentials: a cleanser to gently cleanse without stripping, a moisturizer to repair and protect, and a few targeted treatments (like a serum and an eye cream) to address specific concerns. Importantly, each product was formulated to be a multitasker. If formulated correctly, one great product can often do the work of three average ones. For example, rather than making separate “day” and “night” moisturizers, we created one powerhouse Moisturizer suitable for all skin types, packed with hydrating hyaluronic acid, peptides, niacinamide, and nourishing plant oils to support the skin barrier 24/7. And instead of selling different serums for every possible issue, we engineered our Revitalizing Serum to deliver multiple benefits in one step. This advanced serum combines six science-backed actives — including Ectoine, Bakuchiol, peptides, niacinamide, vitamin C, and hyaluronic acid — so that it hydrates, brightens, fights wrinkles, and soothes inflammation all at once. The ingredients are chosen to complement each other synergistically, much like a well-balanced meal for your skin, rather than a chaotic buffet.

By formulating this way, we eliminate the guesswork (and the clutter). Customers don’t have to figure out which of five serums to use for which issue or worry about incompatible layers — we’ve done that homework for them. As a result, a Schaf routine often boils down to just 2–4 products, total. Fewer products, used consistently, means less chance of irritation and a simpler, stress-free experience. It also aligns with a more sustainable, minimalist lifestyle, which many of our conscious customers appreciate. After all, why buy and apply half a dozen products when one or two will do the job even better?

Science and Nature in Harmony

“Minimalist” doesn’t mean basic or ineffectual — in fact, it requires being smarter about formulation. To make a single product address multiple skin concerns, we harness the best of science and nature in concentrated doses. My goal was to prove that a clean, natural formula could also be high-performance and clinically effective. Our unofficial tagline became “Radically Simple. Freakishly Effective.” — a mantra that reminds us that every ingredient must earn its place, and the end result must deliver visible results with minimal effort.

One way we achieve this is by incorporating cutting-edge active ingredients that have robust evidence behind them. A great example is Ectoine, a remarkable molecule I fell in love with during my research. Ectoine is an extremolyte originally discovered in desert bacteria — basically a natural survival compound that helps organisms thrive under extreme stress. Applied to skin, it forms a “hydro complex” that shields cells from environmental damage and dehydration. We were one of the early skincare brands in Canada to formulate with Ectoine, because it aligns perfectly with our philosophy of harnessing nature’s most powerful compounds to protect the skin. Ectoine allows us to fortify the skin’s barrier and provide daily defense against pollution, UV, and blue light without resorting to harsh chemicals. Studies show it can reduce wrinkle depth by 19% in 28 days and significantly boost collagen production — all while being so gentle it’s even used in baby skincare. This kind of multi-functional, biomimetic ingredient exemplifies how we marry science with simplicity: one ingredient that addresses hydration, aging, and environmental stress in one go.

Another star ingredient for us is Bakuchiol, a botanical extract often called the natural alternative to retinol. I’m personally excited about Bakuchiol because it offers many of retinol’s complexion-transforming benefits — stimulating collagen, smoothing fine lines, reducing hyperpigmentation — but without the irritation and peeling retinol often causes. It’s a gentle, plant-derived active that even sensitive skin can usually tolerate. Incorporating Bakuchiol into our formulas allowed us to give customers real anti-aging results without the typical retinol drawbacks. As I wrote in one blog post, bakuchiol inspires me because it proves we can get “effective results without compromising on gentleness,” letting us care for skin in line with our values. The fact that it’s been used in Ayurvedic and Chinese medicine for centuries also speaks to its safety and heritage — a beautiful example of traditional wisdom meeting modern science.

Of course, we also rely on proven classics like Vitamin C. Our approach with such familiar ingredients is to optimize their form and synergy. For instance, our Revitalizing Serum uses a highly stable form of vitamin C (ethyl ascorbic acid) alongside antioxidants like CoQ10 and peptides, so it can brighten and firm the skin effectively without oxidizing or irritating. Vitamin C is a cornerstone for us because it’s one of the best-researched natural actives for boosting collagen and fighting free radicals. As we noted in Vitamin C: Skin’s Best Defence in 2025, this vitamin is a powerhouse for all skin types — it brightens tone, softens fine lines, and even helps protect against UV damage. By advancing our formulations with stable vitamin C and pairing it with complementary nutrients like niacinamide and hyaluronic acid, we unlock its full potential. The end result is a product that delivers youthful, glowing skin without requiring a complex regimen — nature and science working in harmony.

This science-driven minimalism extends to every product we make. Each formula is essentially a concentrated cocktail of multi-tasking ingredients at clinically active levels. If an ingredient doesn’t directly benefit the skin’s health or appearance, we simply don’t include it. That’s why you won’t find any trendy fillers or “fluff” in our ingredient lists. What you will find are things like plant oils (rich in fatty acids and antioxidants), skin-replenishing vitamins, gentle botanicals like aloe and chamomile, and lab-tested actives (peptides, ceramides, etc.) that we’ve carefully combined for maximum effect. This less-is-more formulation ethos means our products often serve as all-in-one solutions. For example, our Moisturizer isn’t just a basic hydrator — it’s formulated with seven “superhero” ingredients that together moisturize, repair, protect, and anti-age the skin in one step. It contains things like olive-derived squalane for barrier support, CoQ10 for antioxidant defense, hyaluronic acid for plumping, peptides for firming, niacinamide for tone and texture, shea butter and jojoba for nourishment, and yes, grapeseed oil — a natural ingredient loaded with vitamin E and omega-6 fatty acids that combats breakouts, calms redness, and even boosts collagen repair. By formulating with such potent combinations, we ensure each product isn’t just simple to use — it’s radically effective.

Cutting Out the Chaos (and the Toxins)

Building a minimalist brand also meant identifying everything the industry was doing wrong and purposefully avoiding those pitfalls. From day one, we made a list of all the common irritants, allergens, and gimmicks we refused to include in our products. This “no” list included obvious nasties like parabens, sulfates, and phthalates, but we went even further. We cut out all synthetic fragrances and even essential oils, which many “natural” brands still use despite their potential to trigger irritation or allergic reactions. In our view, there’s no safe level of any irritant when it comes to caring for compromised or sensitive skin. As a founder who personally has reactive skin, I hold a hard line on this: if an ingredient isn’t actively helping your skin, it doesn’t belong in the formula. It’s why you’ll never catch a whiff of perfume in Schaf products — any scent you notice is just the natural aroma of the ingredients, nothing more.

We also ditched the 12-step routines and the marketing hype that dominate the skincare world. I wanted our messaging to cut through the noise with honesty and clarity. Instead of overwhelming people with dozens of SKUs and exaggerated claims, we present a tightly edited collection and straightforward education. Each product description, each blog post, echoes the same mantra: focus on quality over quantity. It’s been incredibly rewarding to see consumers respond to this refreshing simplicity. Many have told us it’s liberating to “let go” of the dozen other products that weren’t serving them and just use one or two that truly work. One recent customer review really struck me — she said: “I have sensitive, mature dry skin and have tried so many creams, toners, lotions, oils — nothing compares to this. I’m literally throwing everything else away.” That kind of reaction lets me know we’re on the right track. By eliminating the clutter and confusion, we’re helping people rebuild trust in their own skin’s capabilities.

Being conscious about skincare isn’t only about what’s left out; it’s also about how products are made and whom they’re made for. From the start, I envisioned Schaf as gender-neutral and inclusive — skincare that my wife, myself, and even our teenage kids could all use and love. Skin is skin, after all, and everyone deserves gentle, effective care regardless of gender or age. Our formulations and packaging reflect that universality (you won’t find any flowery pink jars or overly macho branding; it’s all clean and simple by design). I’m proud that Schaf has become known as a unisex line that prioritizes healthy skin for all.

We also ensure our products align with the values of a conscious consumer in other ways. Schaf is proudly made in Canada, and we strive to source natural ingredients ethically and sustainably. We’re a small family-run team, not a mass corporation, and that ethos of care permeates everything. For example, we use recyclable packaging and keep it minimal — no unnecessary boxes or excess plastic. We also give back: a portion of our sales supports local charities (because caring for people’s skin goes hand-in-hand with caring for our community). And importantly, all our products are 100% vegan and cruelty-free, something deeply important to me and our customers. In fact, leading dermatologists have taken note of our clean approach. Dr. Joshua Zeichner and Dr. Hadley King (both widely respected derms) have recommended our moisturizer as an ideal multi-purpose cream “packed with natural plant oils and clinical actives” — and they specifically point out that it’s vegan and cruelty-free as a bonus. Hearing experts affirm that we’ve managed to create a product that is both kind to skin and kind to animals is immensely gratifying.

Ultimately, this “cut the crap” approach — removing all the junk and only keeping the good stuff — is about respect: respect for the skin’s health, respect for the consumer’s intelligence (no bogus claims or fear-mongering), and respect for the environment and our collective well-being. By formulating without the usual cheap irritants and fillers, we ensure that even those with the most sensitive skin (the people often neglected by mainstream skincare) can use Schaf with confidence. One of our mottos internally is that we formulate for the people who have given up on skincare because everything else made them react. The emails and reviews we get from customers who finally found relief and results with our products — after years of reactions and frustration — are worth more than any award to me. It reinforces that healing and gentle care will always beat an “attack” philosophy in skincare. You don’t need to wage war on your skin to see improvement; you just need to give it what it truly needs and take away what harms it.

Results That Speak for Themselves

A philosophy is only as good as the results it produces. Fortunately, the minimalist approach has not only resonated with customers — it’s transformed their skin and earned us a loyal following. From day one, I’ve been humbled by the feedback. We regularly hear from clients who say their complicated regimens are now boiled down to our two or three products and their skin has never looked better. Sensitive skin warriors in particular have become some of our biggest champions. They tell us things like, “No break-outs, perfect for my sensitive skin; it calms the redness and repairs dry patches on my face.” Many had nearly given up on skincare after reacting to every other brand, and now they finally have products they can trust.

Even professionals have taken note. We’ve had experienced estheticians and beauty editors praise our formulas for delivering clinical-grade results with none of the usual irritants. In one editorial review, a skincare writer marveled at our moisturizer’s ingredient list: “a nourishing blend of natural and organic plant oils… high concentration of skin-fortifying peptides… heavy on pro-skin health actives, but never feels heavy on the skin.” That perfectly encapsulates what we strive for: potent yet weightless, rich in actives yet gentle in feel.

The impact of our less-is-more ethos is perhaps most obvious when looking at customers who had chronic issues. I recall a particularly heartwarming testimonial from a customer named Anne. She’s a woman going through perimenopause — a time when skin can swing from oily to dry to sensitive in the blink of an eye. Anne said our moisturizer kept her skin balanced through all those changes, and she called it an “excellent product I cannot live without!!” Knowing that a single well-formulated cream can help someone navigate such a tricky life stage is exactly why we do this. Another customer, Amanda, summed it up simply after switching to Schaf: “Nothing compares to this… I’m literally throwing everything else away.” That kind of clarity — finding the one product that replaces a drawer full of disappointments — is what we aim to provide.

Our approach has even converted some skeptics in areas of skincare people don’t usually associate with luxury or innovation. Take shaving, for example. Most folks grab a can of foam without much thought, despite the alcohols and propellants in those foams wreaking havoc on the skin. We introduced our Schaf Shave Cream to show that even this daily routine could be improved by a minimalist, skin-friendly approach. It’s unscented, made with natural emollients like coconut and olive oil, aloe vera, and glycerin for slip — and nothing else. You only need one pump of our shave cream (no fluffy mountains of foam) to get a close, comfortable shave. In line with our ethos, it’s scent-free, unisex, and specially formulated for sensitive skin, so both men and women can use it without worry. The response blew me away. Customers who never gave a second thought to their shaving products started writing to us about how this simple cream changed their whole experience. One user emailed to say he’d “never had a shave so close and comfortable in my life,” even using an older blade — and that he was now a convert who’d use our product exclusively going forward. Another customer with eczema, Patty, shared that she couldn’t shave at all during flare-ups until she tried Schaf Shave Cream, and now she gets no irritation on her legs. These testimonials highlight that effective skincare doesn’t have to be complicated or loaded with artificial additives. Often, it’s the simplest formulas that yield the most profound improvements.

The credibility we’ve built through results has also led to industry recognition. Schaf has been mentioned in “best of” lists and even picked up awards — our shave cream, for instance, was honored by fashion and beauty magazines as a top pick for sensitive skin shavers. But what I cherish more is the community that’s grown around our philosophy. We’ve inadvertently started a little movement of skincare minimalists and ingredient skeptics who share tips, progress photos, and encouragement with each other. Our blog and social media serve as educational platforms where we talk about skincare science in an approachable way, reinforcing the idea that you don’t need an MBA in dermatology to take good care of your skin. You just need a few trust-worthy products and the knowledge of why they work.

As a founder, seeing this community flourish is immensely fulfilling. I love that our customers feel heard and informed. We’re not just selling creams; we’re promoting a mindset shift. We often say “join us” — join us in learning how science and nature can work together for healthy, happy skin. And people are joining. The word-of-mouth has been strong because when someone experiences the relief of a calm, clear complexion after paring down their routine, they tend to tell their friends. They become advocates for simpler skincare. In an age of information overload, that human connection and trust is priceless.

Embracing Less, Gaining More: An Invitation

My journey building Schaf Skincare has taught me that doing less isn’t lazy or lacking — it’s purposeful. Every product we created, every ingredient we chose (or chose to leave out), and every blog post we wrote was in service of a single mission: to simplify skincare without sacrificing results. In the process, I discovered that this mission resonated far beyond just our story. It taps into a broader cultural shift of people seeking authenticity, transparency, and quality over quantity. Consumers are increasingly conscious of ingredient safety, sustainability, and ethical production — and I truly believe that a minimalist skincare routine aligns with those conscious values. Fewer products means less waste and packaging, cleaner formulas mean less environmental impact, and a focus on essentials means a more mindful consumption overall.

Standing here now, as a husband-and-wife team in our 60s running this brand, we feel incredibly grateful. What started as a personal quest for a solution became a philosophy that thousands have embraced. We’ve shown that simplicity can be transformative. We’ve proven that you don’t need a 10-step ritual or the latest miracle fad to have great skin; you just need to give your skin what it needs (and nothing it doesn’t). Our success is measured not just in sales, but in the confidence we see returning to people’s faces when they realize they’ve finally found something that works with their skin, not against it.

To any fellow skincare minimalists — or those curious to become one — I invite you to experience this approach for yourself. Join the minimalist skincare revolution. Take that leap of faith in using less and seeing more results. Your skin will thank you, and so will your sanity. We’re here to help you every step of the way, with products and guidance that prioritize simplicity, health, and inclusivity in equal measure.

If you’re ready to break up with the clutter and confusion, and embrace a routine that is at once gentle, effective, and empowering, I encourage you to visit the Schaf Skincare website and see what our less-is-more philosophy is all about. Try our products, read our educational resources, or even shoot me a message — I still personally love answering customer emails. Whether you’re 20 or 70, dealing with acne or aging, or just fed up with cabinet overflow, Schaf is here to offer you a simpler path to your best skin.

In a world that constantly tells us to buy more, layer more, do more, I’m proud to be the voice saying: use less. Sometimes, the most powerful thing you can do is get back to basics. Simplify, trust your skin, and let science and nature do the rest. Your skin’s journey can be one of resilience and radiance at any age — and I’d be honored for Schaf to be a part of that journey. Here’s to the beauty of simplicity and the healthy, happy skin that comes with it.

Ready to embrace a skincare routine that’s refreshingly uncomplicated yet freakishly effective? Come visit us at Schaf Skincare and discover how using less can truly give you more. Your most radiant, balanced skin might just be a few simple steps away. Welcome to the less-is-more movement — we can’t wait for you to join us!

— Peter Schafrick, Founder of Schaf Skincare