The beauty industry has spent years convincing us that the next big thing is always one purchase away. Another serum, another miracle ingredient, another product promising to transform your skin. But what happens when consumers stop chasing every new launch and start asking a more important question: Is this actually worth buying?

For Laud Beauty founder Jeri Mookana, the future of luxury skincare isn’t about filling bathroom shelves. It’s about making better choices, understanding what goes onto our skin and finding products that genuinely earn their place in our daily routines.

It’s a philosophy that challenges an industry built on constant consumption, and one that could resonate with South African consumers navigating crowded beauty aisles and increasingly careful spending decisions.

The Beauty of Knowing What to Keep

Mookana believes today’s beauty consumer is becoming more discerning. Having endless options doesn’t necessarily make choosing easier. Instead, the abundance of products can leave shoppers overwhelmed, uncertain about ingredients and wondering whether expensive promises will deliver real results.

“Beauty doesn’t need more noise. It needs an edit,” .

she says

It’s a perspective shaped by nearly two decades in the industry, including experience with established retail and beauty businesses such as Checkers, Clicks and The Body Shop. After building brands for others, Mookana established Laud Beauty as a destination for independent international beauty brands selected for their quality, formulation and philosophy.

The idea is straightforward: instead of offering everything, focus on what deserves attention.

For consumers, that means approaching skincare with more intention. Rather than buying products because they’re trending on social media, the emphasis shifts towards understanding your skin, researching ingredients and investing in products that serve a genuine purpose.

What Skincare Can Learn From Architecture

Interestingly, Mookana draws inspiration from architecture and industrial design rather than the traditional beauty industry’s obsession with novelty.

The modernist principle “less is more”, associated with architect Ludwig Mies van der Rohe, and designer Dieter Rams‘ philosophy of “less, but better” offer a different way of thinking about luxury.

In architecture, every material should serve a purpose. In thoughtfully designed products, unnecessary elements are removed so the essential qualities can stand out.

Mookana applies the same thinking to skincare formulations. Ingredients should have a reason for being there, and brands should be able to explain the thinking behind their products.

One example is Whamisa, a skincare brand known for its use of organic botanicals and traditional Korean fermentation techniques. Its approach reflects Laud Beauty‘s interest in products shaped by considered processes rather than marketing hype alone.

For Mookana, craftsmanship isn’t simply about beautiful packaging. It’s about the decisions, knowledge and attention to detail behind the finished product.

Inside Laud Beauty’s Approach to Curation

Laud Beauty brings a carefully selected range of independent beauty brands to South Africa. Each product must meet three key tests before being included in its curated collection, known as the Canon: does it perform, what knowledge shaped it, and is it worth keeping?

Products that don’t meet all three criteria are turned away.

This approach positions curation as a form of expertise. Instead of leaving consumers to navigate an overwhelming catalogue alone, Laud aims to do more of the questioning before products reach its shelves.

As Mookana puts it, “One good thing, used well, is more luxurious than five things used once.”

The message isn’t that everyone needs expensive skincare or a perfectly minimal bathroom shelf. Rather, it’s that thoughtful choices can matter more than the number of products we own.

Why This Conversation Matters in South Africa

The argument for buying less takes on a particular significance in South Africa, where household budgets remain an important consideration for many consumers.

Skincare can be confusing and costly, especially when shoppers are faced with imported products, unfamiliar ingredients and claims that are difficult to evaluate. A product that doesn’t work isn’t just disappointing; it’s money that could have been spent elsewhere.

Mookana argues that retailers have a responsibility to help consumers make informed decisions, particularly when every purchase counts. She also raises an important question about how well international beauty products address South African skin needs, climate conditions and everyday routines.

That conversation deserves more attention across the industry, alongside clearer ingredient information, credible performance claims and greater consideration of local consumers.

A New Definition of Luxury

The next chapter of beauty may not belong to the brand with the biggest launch calendar or the longest product list. It could belong to those that earn consumer trust through quality, transparency and thoughtful design.

For Laud Beauty, the ambition is to make choosing well feel as rewarding as discovering something new.

And perhaps that’s the real shift: moving away from the pressure to constantly upgrade our routines and towards the confidence to keep what works.

In a world that keeps telling us we need more, there’s something refreshing about a beauty philosophy that asks us to choose better.