Simple

   Strengths: Inexpensive; Simple provides complete product ingredient lists on its Web site; good makeup removers; a few cleansers for sensitive skin; all of the sunscreens provide sufficient UVA protection. 
   Weaknesses: Poor selection of products for oily, acne-prone skin; no options for those with discolorations; several products that claim to be great for sensitive skin but contain ingredients that will make sensitive skin worse; mostly unexciting, dated moisturizers, especially those in the Regeneration or Repair lines.

   Simple is a United Kingdom–based skin-care line whose self-described claim to fame is that they’re the “pre-eminent brand of skincare and toiletries products developed especially for sensitive skin.” They also claim to be the United Kingdom’s No. 1 skin care-brand, as measured by units sold, and given the line’s wide distribution and low price point, the sales figures are probably accurate. But, although their sales claim may be accurate, Simple’s claims about their products being good for sensitive skin are spurious at best because too many of the ingredients are completely inappropriate for sensitive skin. 
   Unfortunately, there are no standards in Europe or anywhere else that regulate which cosmetic products can be deemed suitable for sensitive skin and which cannot. Therefore, any company can make that claim for its products, regardless of what the products contain. That seems to be the route Simple chose, because many of their products contain fragrant plant oils or extracts with no redeeming value for sensitive skin, though they do wallop your skin with irritation. On the other hand, several of their products are fragrance-free, which is a key starting point for all skin types, especially sensitive skin.      

   Along with the fragrant plants come several synthetic sunscreen agents that are effective but not the best for those with truly sensitive skin. Given Simple’s positioning as being good for sensitive skin, you’d think they would at the very least offer one sunscreen with only titanium dioxide or only zinc oxide for sun protection because those two mineral sunscreen ingredients pose no risk of irritation, but that’s not the case. There may be regulatory reasons for this decision (based on the European Union’s new system for designating how much UVA protection a sunscreen provides) but the fact remains that Simple doesn’t offer a single sunscreen that is ideally suited for those with sensitive skin. 
   As mentioned above, the price point for Simple is low; in fact, it is one of the least expensive cosmetic brands you’ll find in the United Kingdom. I am all for consumers getting more for their money, but in most cases with Simple you’re being shortchanged, and that’s not the way to save money. Most of their products are either very basic or the frills and good ingredients are but a dusting in an otherwise ordinary, antiquated formula. There are few outstanding products in this line, which is similar throughout the industry. 
   The anti-aging products are a great example of Simple’s combination of low prices and lofty claims, with nary an ingredient on the list capable of delivering any benefit over and above a Band-Aid®. Even the most state-of-the-art moisturizers and anti-aging products won’t bring about a significant reduction in wrinkles or other signs of aging, but using well-formulated products (and they don’t have to be expensive) helps a great deal. Overall the folks behind Simple took their name too literally.
   For more information about Simple, call 0121-712-6523 or visit www.simple.co.uk.
Note: All prices are given in United States currency.