Why Less Is More Matters in More Industries Than Cosmetics

Americans have had a thing about “more is more” but increasingly less is in fact more. Rachel Jacoby Zoldan explores the massive cultural moment (that shows no end in sight) that downsizing everything (from food and homes to cosmetics) is having in Style.Mic.


Our own CEO Julie Fredrickson is quoted in the piece discussing decision, fatigue, cognitive overload and the desire to have just a little bit less in our increasingly overloaded world.

And it may just be that — the paring down of things — that is exactly why we’re so obsessed with the tiny, controllable things. People “have so much more cognitive overload than we ever used to have,” Fredrickson said, “and how much we consume and purchase can take a toll.” 

Kitely agreed, saying mini products feel “more manageable” in our big, busy, overwhelming lives. “Think about those 100-calorie packs,” she said. “They’re pricier, but they’re doing the work for you; they’re turning down that mental noise, that decision.”

Fredrickson agrees, citing mobility as a huge issue, especially for millennials, as is control. “We’re in such an age of anxiety,” she said, “where there’s just so much and everyone wants less.” 

If the obsession with minis should teach us anything, it’s that smaller is simpler, and that tiny makes us feel powerful. In an age with so much going on, the ability to minimize anything and everything is optimal. Well, except maybe for doughnuts.

Read the rest of the piece (complete with adorable photos of mini doughnuts) here. 


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