Necessary Good

Named Overachiever and Second Skin SPF 50 for a reason. Your morning routine. Two minutes, done.

In a new colour we still can't agree on a name for🩷🙃

The wait is is nearly over💕

An upgrade is calling… same amazing formula, different outfit.

Reimagined. Refined. Ready to elevate your routine. Two products. A moisturiser that does four jobs, and an SPF you'll actually wear every day.
Meet the new look. Same formulas underneath.

The routine you actually have time for.
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A quick reintroduction.
This is Assel, the woman who turned “this feels unnecessary” into NecessaryGood.

Here is all the evidence you need. We have been busy.

Levelling up your skincare,
Exciting things coming soon...

Reintroducing: NecessaryGood🩷

Same person. Much better outfit.

I’ll be honest when we launched last year, I did not like our branding. It just wasn’t right. I got feedback it felt too young, and honestly I agreed. It was cute, but it wasn’t representative of me or the NecessaryGood woman.
It was a really hard decision to rebrand so quickly after launch. But I knew in my gut we had to do it. I love our products too much not to. So much work goes into them so frankly they deserved better.
So we did something about it. An embarrassing number of late night panicked texts, logos scribbled on random pieces of paper and napkins, and more Canva mood boards than should be societally allowed. So much work and back and forth, BUT WE GOT THERE!
And now our new look is exactly who I picture when I think of the NecessaryGood woman. Stylish, smart, discerning, and not afraid to be a bit rebellious.
The products haven’t changed. Same formulations, same standards, same refusal to put anything out that hasn’t genuinely earned its place. We just stopped showing up in the wrong outfit. And the new one? I’m obsessed with it. Genuinely, actually f*cking cool.
Thank you to everyone who’s been here from the start, when we were frumpy and cute. And to those just finding us, welcome. You backed the right brand before it looked this good, which says everything about your taste.
Love, Assel x

Reintroducing: NecessaryGood 🩷

After saying skincare shouldn’t be complicated for so long, we’ve finally changed our mind. Here’s why ➡️🩷