Minimal Formulation Is a Choice

In skincare, more ingredients are often mistaken for better performance. Long INCI lists can look impressive, but they frequently reflect stability requirements, mass production, and shelf life—not what the skin actually needs.

At Ash Hopper, minimal formulation is a deliberate choice.

Our products are built around organic, cold-pressed oils selected for their natural fatty acid profiles and skin compatibility. These oils already contain compounds the skin recognizes—lipids that support the barrier, help retain moisture, and contribute to overall balance. When the foundation is strong, there’s no need to overbuild the formula.

Many conventional products rely on emulsifiers, fillers, thickeners, and synthetics to create a specific feel or visual consistency. While those ingredients can make a product easier to manufacture or market, they often dilute the functional value of the formula itself.

We approach formulation from the opposite direction. We start with performance and integrity, then remove anything that isn’t essential. What remains is a product that feels straightforward, honest, and effective—without unnecessary complexity.

Minimal doesn’t mean weak. It means focused.