For a long time, the cosmetics industry has been framed through two almost antagonistic narratives. On one side, natural, associated with simplicity, respect for living systems and a return to essentials. On the other, high-tech, promising performance, innovation and measurable results. This opposition, often amplified by marketing, deserves a closer look.
Behind these two terms lie realities that are a bit more complex than they appear.
Where does this opposition come from?
The idea of a conflict between nature and technology developed gradually. As cosmetics became industrialised throughout the 20th century, synthetic chemistry enabled standardisation, longer shelf life and increased efficiency. While these advances brought progress, they also contributed to a loss of trust, as ingredient lists grew longer and more opaque.
In response, the natural cosmetics movement emerged, built around transparency, restraint and respect for both the body and the environment. In this context, technology came to be associated with artificiality, or even risk.
Yet this binary view overlooks a key reality: natural cosmetics cannot exist without science.
Natural does not mean the absence of science
“Natural” can refer to ingredient origin, biodegradability, sensory perception or formulation intent. But natural-origin ingredients are rarely used raw. They are extracted, purified and stabilised to ensure effectiveness and tolerance.
Without formulation expertise, products would be unstable or inefficient. Natural, therefore, is not the absence of intervention, but an intentional framework guided by ethical and functional choices.
High-tech, beyond the clichés
High-tech is often reduced to futuristic labs and complex synthetic actives. In reality, cosmetic technology can be discreet and purposeful. It may refine extraction processes, reduce the need for harsh preservatives or rethink formats altogether.
In this sense, high-tech is not always visible in the final product. It is embedded in the formulation, serving stability, safety and user experience.
When innovation means rethinking the product
Some of today’s most meaningful innovations focus less on adding and more on removing what is unnecessary. Water, for instance, makes up most traditional formulas, adding weight, requiring preservatives and generating unnecessary transport.
Removing water is not a step backwards, but a formulation challenge.
This is where Less is More positions itself. By transforming natural-origin ingredients into a high-purity powder, formulas remain stable without water and activate only when used. Ingredients such as erythritol, derived from fruit sugars, combined with plant gums like xanthan and guar, allow the formula to self-activate on contact with water, recreating a soft, sensorial gel texture.
Here, technology does not replace nature, it concentrates it.
Minimalism as proof of expertise
Minimalism in formulation is often mistaken for simplicity. In reality, it requires precision. Creating a short ingredient list that delivers cleansing, hydration, foam and comfort demands deep expertise.
At Less is More, plant gums act as true texture architects, structuring the formula while maintaining lightness. The range remains intentionally concise, because each formula has reached its balance.
This philosophy extends to design. Refillable amber glass bottles reference apothecary heritage, while flat, lightweight refills reflect a modern, circular approach. Every choice is deliberate.
When science meets pleasure
Eco-conscious or tech-driven cosmetics are often criticised for lacking pleasure. Texture, scent and ritual are sometimes sacrificed.
Here again, the opposition falls apart.
We at less is more are convinced that the moment when our powder becomes liquid is part of the experience. Adding water and shaking the bottle turns the user into an active participant. Technology becomes tangible, simple and intuitive.
This precision is paired with a strong sensory dimension. We developed our scents in collaboration with two master perfumers from Givaudan, a renowned fragrance house, bringing depth and emotion without compromising naturality.
Beyond opposing visions of cosmetics
The “natural vs high-tech” debate is evolving. More brands and consumers are moving beyond this opposition to build a more coherent form of cosmetics, where science is neither demonised nor glorified.
In this vision, innovation is guided by meaning rather than excess. Science becomes a tool, not a spectacle. And naturality becomes a conscious, informed choice.
Some brands are already exploring this path through anhydrous formulas, refillable systems and products curating natural ingredients to activate only when needed, showing that naturality, technology and sobriety can coexist.
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