Once upon a time, skincare meant a splash of cold water and one reliable jar of cream. Today, the pursuit of perfect skin often feels like a ten-step obstacle course – acids, serums, and rainbow-sheened elixirs turning bathroom counters into chemistry labs. Yet, from a bright studio in Brooklyn, one small brand suggests a radical shift: what if the secret to more radiant skin is… less? Enter poth.
This emerging startup has arrived amid peak skincare maximalism – and the burnout that has followed. Their answer is a scientifically backed routine pared down to just a few essentials. Proudly made in the U.S. using globally sourced ingredients, poth keeps only what works: well-studied actives wrapped in vegan, fragrance-free formulations housed in substantial, fully recyclable glass. Their mission is refreshingly straightforward: accessible luxury without hype.
The 2020s ushered in a ritual revolution. What was once a moment of quiet self-care bloomed into a regimented performance – time-consuming, expensive, and fueled by the fear of missing out on the Next Best Ingredient. Counters bowed under twenty-step routines carefully arranged for viral “shelfies”, while consumers tried to memorize ingredient lists.
Ironically, the very movement that aimed to simplify clean beauty is often encouraged by piling product after product. Many discover that the devotion led not to glowing transformation but to irritation and confusion. Too much can sabotage the skin’s natural barrier. Fewer, smaller steps often serve the skin far better. Recognizing this exhaustion, poth saw an opportunity to return to fundamentals. Founder, Nate Warden, who built the brand on evidence, said, “You can get great results by just doing the basics right, day in and day out.”
Poth’s philosophy is one of radical restraint. Instead of chasing trends, they focus on powerhouses science has long celebrated: Vitamins C and E with ferulic acid to defend skin against stress; hyaluronic acid and squalane for deep, lasting hydration; calming botanicals like green tea and caffeine.
Nate understands the industry pressure to churn out “newness”. “Just selling the classics doesn’t work out mathematically,” he says. “But being independent means we can prioritize simplicity over endless expansion.”
The routine is blissfully tight: The anti-aging serum is a light, clear veil that absorbs instantly. Next is their daily moisturizer, which offers a feathery, non-greasy comfort. Finally, their revitalizing eye cream is also light and precise, while providing cool, cushioning attention for tired eyes.
Each product is crafted in small batches, designed to feel quietly luxurious. “We absolutely sweat as many details as we can,” Nate states. Some people are skincare maximalists. They want to use every new trending thing. They want to get every last drop of possible skincare benefits they can, no matter the cost. The trick is to understand and respect that that is not our customer. The poth customer values simplicity and is overwhelmed by the complexity of trying to optimize every little thing in their routine perfectly.”
Minimalism isn’t a trend anymore. For many, it’s survival. In a world speeding up, consumers are slowing down, reevaluating what they need and how they want to feel. Skincare is becoming less about optimization and more about honesty. Poth’s pricing and transparency reflect this cultural reset. Quality shouldn’t be a privilege, and self-care shouldn’t feel like a part-time job. “People are just so tired of constantly being sold lies and junk,” he notes. “Simplifying self-care routines is one way people are helping themselves. Less is more.”
Ultimately, poth imagines skincare not as a marathon of steps but as a gentle ritual. The overflowing shelf becomes a tidy countertop holding just what works. Trust replaces overwhelm. Breath returns to the routine. And in that quiet space, something surprising emerges: radiance.
