Every year, hundreds of beauty products pass across my desk. As a beauty expert, strategist, and juror for the Dutch Beauty Award, I have the privilege—and responsibility—of evaluating some of the most innovative skincare launches on the market. It was during one of those judging rounds that I first discovered My Kinda Skincare, a Dutch brand that immediately distinguished itself by doing something surprisingly rare: it chose simplicity over excess.
In an industry where skincare routines continue to grow longer and ingredient lists become increasingly complex, My Kinda Skincare takes a refreshing step in the opposite direction. Instead of promising dozens of active ingredients or miracle claims, the brand focuses on restoring what healthy skin needs most: a strong, resilient skin barrier.
That philosophy resonated with me from the very first application. Founded by Flor after years of struggling with eczema, My Kinda Skincare grew from a deeply personal search for products that would soothe rather than overwhelm sensitive skin. By eliminating unnecessary additives such as fragrance and alcohol, she developed a collection centred around essential, carefully selected ingredients that work in harmony with the skin instead of against it.
The Product That Won Me Over
The Absolute Healing Body & Face Stick has become the hero of the collection, and for good reason. This compact balm is designed as a multi-purpose treatment for face and body, delivering hydration, comfort and protection whenever the skin needs it most. (€ 29,95)
What impressed me during the Dutch Beauty Award judging process was not only the elegant formulation, but also its versatility. Dry patches, windburn, chapped lips, irritated hands, post-sun skin or flaky areas around the nose—the stick addresses countless everyday skin concerns without requiring an entire bathroom shelf of products.
The Absolute Healing Body & Face Stick (€29.95) may have been my introduction to the brand, but it certainly wasn’t the end of the story. The Soft Healing Balm (€19.95) is the richer, more intensive treatment of the collection, designed to comfort very dry, rough or compromised skin while helping to strengthen the skin barrier. Its concentrated, water-free formula makes it particularly suitable for larger areas of the body and everyday use.
For those looking for the same minimalist philosophy in a generous format, The Beauty Jar (€34.95) offers an all-purpose balm that belongs on every bedside table or bathroom shelf. Together, the three products demonstrate that an effective skincare routine doesn’t have to be complicated, just essentials that truly work.
Its water-free formula is highly concentrated, meaning every application delivers maximum nourishment while remaining wonderfully practical for life on the go.
Less, But Better
Minimalism has become something of a buzzword in beauty, but My Kinda Skincare gives it genuine meaning. The formula combines ethically sourced shea butter, antioxidant-rich rice wax, Vitamin E and a protective moisture-sealing base to strengthen the skin barrier while providing immediate comfort. Free from fragrance, including natural essential oils, it’s suitable for even the most sensitive skin. More importantly, it respects the skin, which I love.
As someone who reviews beauty products professionally, I increasingly appreciate brands that understand restraint. Healthy skin does not always need more products, it often needs fewer, better ones.
Beauty That Makes Sense
There are no exaggerated promises or unnecessary complications. Instead, the brand encourages a more mindful relationship with skincare: fewer products, less waste and formulas designed to support the skin’s natural balance rather than constantly correcting it.
Their philosophy of “less but better” feels particularly relevant today, when consumers are becoming more conscious of both ingredient overload and environmental impact.
For me, My Kinda Skincare is exactly that. A discovery that began while judging the Dutch Beauty Award, and a Dutch brand I continue to reach for because it proves that effective skincare doesn’t have to be complicated. Sometimes, the bare essentials are all your skin ever needed. Time for you to get acquainted.