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Simple was introduced in 1960 with the launch of what was promoted as one of the world’s first soaps made without perfume or artificial colour. The concept originated from a British chemist who sought to create a soap gentle enough for his children’s sensitive skin.

The brand gradually expanded beyond soap into facial skincare, offering cleansers, moisturisers, toners and other products designed for delicate or reactive skin.

Ownership history includes:

• 1960 – Developed by the Albion Group
• Late 1980s – Acquired by Smith & Nephew
• 2000 – Became part of Accantia following a management buyout
• 2004 – Acquired by Duke Street Capital
• 2010 – Purchased by Unilever

Under Unilever, Simple expanded globally and became available across Europe, Asia, Australia, North America and other international markets.1

Simple’s philosophy centres on “Kind to Skin.”

The brand emphasises:

• Gentle formulations
• Minimal unnecessary ingredients
• Products suitable for sensitive skin
• Everyday skincare that is simple and easy to understand

Rather than focusing on luxury ingredients or elaborate routines, Simple promotes effective skincare using ingredients chosen for skin compatibility. Its long-standing principle is: “Everything your skin needs, nothing it doesn’t.”23

Many Simple products are formulated to exclude ingredients commonly associated with skin irritation.

Depending on the product and market, the brand highlights features such as:

• No added perfume
• No artificial colour
• No harsh chemicals
• Dermatologist-tested
• Hypoallergenic
• Non-comedogenic
• pH-balanced
• Suitable for sensitive skin

Product formulations can vary between countries, so ingredient lists should always be checked on the specific product packaging.23

Cleansers

Simple is widely recognised for facial cleansers, including:

• Refreshing Facial Wash
• Moisturizing Facial Wash
• Water Boost Cleanser

Micellar Water

One of the brand’s best-known products is:

• Kind to Skin Micellar Cleansing Water

This product is designed to remove makeup and impurities without rinsing.

Moisturizers

Popular moisturisers include:

• Hydrating Light Moisturizer
• Replenishing Rich Moisturizer
• Water Boost Hydrating Gel Cream

Serums

Recent additions include products featuring ingredients such as:

• Hyaluronic Acid
• Vitamin B5
• Niacinamide
• Vitamin C

Face Wipes

Simple became particularly well known for its biodegradable and sensitive-skin makeup remover wipes.

Sheet Masks

Offerings include hydrating, detoxifying and calming sheet masks.23

Simple products commonly include:

• Glycerin
• Vitamin B5 (Panthenol)
• Vitamin E
• Niacinamide
• Hyaluronic Acid
• Amino acids
• Plant-based moisturisers

The brand generally avoids heavily fragranced formulations and focuses on ingredients intended to support skin hydration and barrier function.23

Simple has introduced initiatives aimed at reducing its environmental impact, including:

• Recyclable packaging in many markets
• Cruelty-free certification through PETA for the brand
• Vegan certification for selected products
• Ongoing efforts to reduce unnecessary ingredients and improve packaging sustainability

These commitments can differ by region and product line.23

Simple occupies the mass-market skincare segment and is often positioned as an accessible option for consumers seeking gentle, affordable skincare.

The brand competes with products from companies such as:

• CeraVe
• Cetaphil
• Neutrogena
• Aveeno
• La Roche-Posay

Simple has built its reputation around several key attributes.

Strengths

• Gentle formulations
• Affordable pricing
• Wide availability
• Suitability for beginners
• Trusted by many users with sensitive skin

Common Criticisms

• Some users find the formulations too basic for specific skin concerns.
• Product availability and formulations may differ by region.
• Individual reactions vary, and not every product suits every skin type.

Simple products are sold across numerous regions, including:

• United Kingdom
• Europe
• Southeast Asia
• Australia
• India
• Middle East
• North America

The brand is particularly well established in the UK, where it describes itself as the country’s leading facial skincare brand.23

More than six decades after its launch, Simple remains focused on uncomplicated skincare for sensitive skin. Its long-standing emphasis on mild, fragrance-free formulations and straightforward ingredient choices has made it one of the most recognisable skincare brands in the affordable facial care market.23

1. Simple Skincare
2. Our Philosophy | Simple® Skincare
3. Our Philosophy | Simple® Skincare | Simple® Skincare