Minimalist skin care brand Gntl has expanded in-store at Credo Beauty, highlighting its multifunctional and sustainable Skin Wash hero SKU ($38/1000 ml).
The all-in-one, pH-balanced hydrating gel cleanser simplifies daily routines by acting as a makeup remover, facial cleanser, body wash, hand soap, shaving gel and bubble bath.
Appropriate for all ages and skin types, Gntl feeds into the larger sensitive skin innovation movement.
Founded in 2018, the brand's monomaterial packaging comprises Grounded Packaging's recyclable, carbon-negative Sugarflex laminate, which is made from sugarcane.
The recyclable material "has similar functional characteristics to traditional plastics," per the supplier.
“Consumers are all looking to simplify their lives and simplify their skin care routines," said Sydney Dake, founder and CEO of Gntl. "And, to the uninitiated, beauty is super intimidating, and I also feel like there’s this emerging trend of people wanting to take care of their bodies a bit better and applying some skin care principles to their entire body. Multiuse, particularly for face and body, has traditionally been a very utilitarian and a male-focused category. Some multiuse products have this sort of lowest common denominator approach where it’s a shampoo and conditioner and body wash and face wash. Maybe it meets sort of the base minimum expectations for most of those functions. The development of Gntl started with the most challenging category, which is facial skin care, and then we made sure that it worked for every use after that."
"The launch of Gntl into Credo Beauty is the first of its kind for us, offering a multi-use product that works for face and body: its one-size-fits all hero product, Skin Wash," said Gabriella Ramirez, merchant, Credo Beauty. "Credo Beauty shoppers who want to minimalize where possible and for recovering maximalists who question their consumption habits now have a versatile solution. Gntl believes you can truly have healthier, clearer skin when you switch to a simple, consistent routine. We are excited to have them join our family."
