UK. New York skincare brand Malin+Goetz is celebrating 20 years of offering ‘uncomplicated’ skincare products with a renewed focus on inclusivity and minimalism.
The Moodie Davitt Report was on location for the brand’s anniversary block party in Shoreditch, London on 18 April. Ambassadors took key opinion leaders and press members around the event space, introducing Malin+Goetz’s easy-to-use skincare, fragrance and candle range.
Lucy, who works at the Malin+Goetz Soho branch, remarked: “Today is all about celebrating 20 years of Malin+Goetz. It’s very much going back to the roots of what we are all about as a brand.
“We’re celebrating all the different archetypes because our consumers are multi-faceted. We have got the happy hour-ers, high rises, weekenders and so on. They’re all living their lives in different ways, but they are all city dwellers.
“They are into our brand because not only does it look great and actually work, it fits well into their hectic lives.”
The brand – founded by Matthew Malin and Andrew Goetz in 2004 – initially offered six essential products that work for diverse skin types. Over the years, Malin+Goetz has curated a selection of targeted treatments for specific skin concerns.
Interview: “Difficult to pronounce, easy to use” – Helena Sampson on the Malin+Goetz storyLast year, Malin+Goetz Senior Vice President International Helena Sampson talked to Martin Moodie at The Moodie Davitt Report’s office in Haikou, Hainan province about the brand’s ambitions in travel retail, China and beyond. Click here to read the full story.
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Malin+Goetz Senior Vice President International Helena Sampson told The Moodie Davitt Report: “I’m so proud of everything that the brand has done. I think that Matthew and Andrew have stayed true to the original vision, which was all about city living.
“They wanted the brand to speak to customers like themselves, people who really want to live life to the fullest. The target audience is uncompromising about wanting effective skincare, haircare and fragrances – without getting in the way of having the best life experiences.
“The products are gender neutral, uncomplicated, uncompromising and they look great.”
On entering the anniversary party, attendees were offered exclusive stickers featuring the Malin+Goetz logo in bright colourways, yellow cabs and dog silhouettes.
Brand representatives ironed the stickers on tote bags that included discount vouchers for local businesses. Guests enjoyed canned drinks and cocktails at the event, offered in collaboration with East London Liquor Co.
The event also featured a DJ booth, exotic candles, mushroom lamps and marble pedestals showcasing Malin+Goetz products.
Sampson talked about the brand’s growing popularity: “In the last six months, the brand has suddenly become more known. We recently got the global award for the best pop art and have been shortlisted for the Fragrance Foundation.
“And it is not because we have spent more money. It’s because we love our customers and they do the job for us. The brand has built trust with customers, which is extremely important for skincare brands.
“We’ve got all the clinical backing, but trust is more important. When you meet Matthew and Andrew, you know that the brand is just an expression of themselves.”
Malin+Goetz products are available at an affordable price point with ingredient transparency and minimalist packaging.
Sampson added: “There’s generosity, even in the packaging. It tells you everything – the ingredients are right there so there are no surprises.”
“When I look at what’s in the product I think, comparatively we could be so much higher. But again, Matthew and Andrew are like no, the whole idea is we want it to be accessible.” ✈
