The Story of Less is More
Less Is More was born out of a desire to cut the weight — the water, the packaging — without cutting the luxury.
Hello, I'm Freddy
I'm one of the original founders of less is more.
More than just a brand, we wanted to create a movement that helps change the way beauty products are consumed: with more quality and less packaging per use.
After 25 years in the beauty industry, I kept coming back to the same question: why manufacture and transport products that are largely water, then package every new purchase in another container? And why spend more on the packaging than on the formula itself? We created Less is More around a different format — concentrated powder, activated with water at the point of use, in bottles designed to be refilled.
If you too believe that less can be more, then join us!
Our Manifesto
An immersion into the heart of the cosmetics industry
The beginnings in the beauty industry
By joining the largest beauty companies, we began to explore the behind-the-scenes of the industry. For 20 years, we learned, innovated, and also observed practices that caught our attention, particularly regarding ecological impact and the excesses of mass production.
When innovation meets responsibility
A decisive awakening
Over the years, it became clear to us that the cosmetics industry needed to change. Millions of tons of plastic used for ephemeral packaging, formulas composed of 80-90% water, and a model that favors appearance over substance. We realized that innovation should focus on what's actually inside the formula, and how much unnecessary packaging ships with it — not on flashy presentation.
What if beauty could be minimalist and committed?
The Less is More concept was born
What if beauty could be at once effective, minimalist, and honest about what's actually inside? This simple idea became an obsession. We envisioned products that deliver the essentials, without excess or compromise. Concentrated formulas, reduced packaging, natural-origin ingredients: less is more was taking shape.
Creating differently: between challenges and solutions
First tests and challenges
Designing an alternative to traditional products without sacrificing effectiveness was not an easy task. It took us 3 years of research, hundreds of trials and tests, and constant re-evaluation to create our first formulas. Finding the right ingredients, choosing each one deliberately, ensuring a superior sensory experience... Every detail mattered.
A first step towards a different kind of beauty
The official launch of Less is More
After 3 years of hard work, less is more finally came to life. Our first products were launched with a clear ambition: to prove that it is possible to consume differently, without compromising on quality or effectiveness. The initial feedback has been enthusiastic and confirms that we are on the right track.
More than just a brand, a movement
A growing community
The enthusiasm has exceeded our expectations. From initial convinced customers to now more than 15,000 clients and hotels who trust us and have adopted our solution, we have evolved into a truly engaged community that shares our values and vision. Your feedback, encouragement, and loyalty push us to innovate even more and expand our range. less is more is becoming more than just a brand, a movement.
Changing the industry, one product at a time
Tomorrow - A future to build
We're still working toward a world where fewer products ship more water than they need to. The journey is still long, but with you by our side, anything becomes possible. Thank you for being a part of this great adventure.
Our mission
Our powdered products are a direct response to one specific problem: shipping and packaging products that are mostly water. And often, that single-use packaging costs more than the formula inside it. By reducing unnecessary water transport and single-use packaging, we aim to prove that another way is possible.
Join us
Do you believe, like us, that 'less can be more'?
Join the movement. Discover our products.
