Simple launches new look, redefining its premium skincare range

Simple, the globally recognised skincare brand known for its uncomplicated and sensitive‑skin friendly formulations, has unveiled a fresh brand identity aimed at elevating its premium Active Skin Barrier Care range. This comprehensive redesign is rolling out now in the UK and will be introduced in international markets later this year.

The global refresh, developed in partnership with international branding and design consultancy Lonsdale, is designed to create clearer visual distinction between Simple’s core range and its advanced performance line. The update aims to reinforce the brand’s reputation for effective, ingredient‑led skincare while retaining the authenticity and accessibility that has defined Simple for decades.

A Modern Identity for a New Skincare Era

Simple’s Active Skin Barrier Care collection was created to address a broader spectrum of skin concerns, focusing on cellular‑level repair and prevention. However, until now the packaging design closely resembled the core range, making it difficult for consumers to immediately recognise its advanced performance positioning. The new identity remedies this by visually emphasising efficacy and scientific credibility without sacrificing simplicity.

As part of the redesign:

• The classic Simple wordmark has been refined by removing the iconic leaf motif above the logotype – sharpening focus on the trusted brand name.

• The Active Skin Barrier Care line now uses hierarchy and purposeful restraint in its design, helping consumers better understand product benefits.

• A refreshed palette combines Simple’s signature green and white with metallic gradient tones, evolving the brand into a more premium and modern aesthetic.

• Packaging incorporates textural patterns inspired by skin contour and layered printing techniques that signal both technology and tactility.

These changes aim to make the range easier to navigate and more educational, especially for younger consumers like Gen Alpha, who are showing increased interest in skincare that balances efficacy with transparency.

Balancing Science With Simplicity

Despite the visual upgrade, the brand’s core promise remains intact: uncomplicated, effective skincare that respects sensitive skin and avoids unnecessary clutter. The new design language bridges science and sensitivity  communicating performance while maintaining the approachable tone long associated with Simple.

Michelle Mak, Creative Director at Lonsdale, explained the philosophy behind the refresh, noting that “being simple isn’t boring or basic it’s actually confident.” She emphasised that the updated branding allows Simple to “bring a more expert, premium feel” while still delivering on clear benefits and an accessible look.

What This Means for Consumers and the Market

The relaunch represents Simple’s effort to premiumise its skincare offering in a market crowded with high‑tech brands and complex routines. By elevating the Active Skin Barrier Care sub‑range, Simple aims to compete not just on gentle formulations but also on dermatological credibility and modern design appeal.

The updated products are already arriving in retail outlets across the UK, with a global rollout planned throughout 2026. This strategic refresh positions Simple to attract both loyal users and new consumers seeking effective skincare solutions with a trusted heritage.