NecessaryGood: A New Brand Simplifying Skincare
In a market crowded with endless categories, complex routines, and conflicting advice, new skincare brand NecessaryGood offers a refreshingly simple proposition: skincare that, in its own words, ‘just works’.
Founded by Assel Kapparova, the brand debuts with two multitasking formulas focused on efficacy, wearability, and transparency. Together, the duo is designed to streamline your routine while still delivering high-performing results.
The launch follows a brand-led study that found 71% of consumers feel overwhelmed by the volume of products available, and one in three admit they don’t know what their skin needs. For NecessaryGood, this is both a problem and an opportunity.
“At NecessaryGood, we believe great skin shouldn’t require a PhD, a bathroom cabinet full of products, or half your salary,” said Kapparova. “We’ve created skincare that delivers visible results, with ingredients you can trust and textures you’ll actually want to use.”
NecessaryGood launches with two skincare products: the Bright & Hydrated Moisturiser and the Protected & Hydrated SPF 50.
Protected & Hydrated SPF 50 delivers broad-spectrum UVA/UVB protection with a weightless, hydrating finish that absorbs effortlessly into the skin. Designed for daily use, it doubles as a moisturising primer, layering seamlessly beneath makeup.
The formula features advanced UV filters, niacinamide, multi-molecular hyaluronic acid, and antioxidant-rich plant stem cells to protect against environmental aggressors, blue light, and oxidative stress. In user trials, 88% of participants reported long-lasting hydration and an invisible finish that layered well beneath makeup.
“As someone who champions preventive skin health, I love that this SPF finally bridges the gap between clinical-grade protection and everyday wearability,” said Dr. Jo Mennie, plastic surgeon and women’s health doctor. “It’s lightweight, invisible, and genuinely hydrating, so patients aren’t choosing between efficacy and experience. It raises the standard for what daily sunscreen should feel like.”
The Bright & Hydrated Moisturiser is a sorbet-textured cream designed to deliver long-lasting hydration and visible radiance. Powered by ceramides, stabilised liposomal vitamin C, niacinamide, and hyaluronic acid, the formula targets dullness, dehydration, and environmental stress in one step. In trials, over 93% of users said their skin felt hydrated all day, with most reporting noticeably brighter skin.
Both products are housed in sustainable Innerbottle packaging — an innovative airless balloon system that collapses as you pump, leaving less than 1% of the product behind. Dermatologically tested and suitable for sensitive skin, the formulas are fragrance-free, vegan, cruelty-free, and free from parabens, phthalates, alcohol, synthetic fragrance, and essential oils.
NecessaryGood is now available at necessarygood.com and Amazon. The brand is not currently available in the US.