etat pur
etat pur originated from a paradox. The modern cosmetics industry has developed into overkill of products and active ingredients, false promises, and all-in-one miracle solutions, leaving us often disappointed and unable to find effective solutions. Dermatology tells us that it is not necessary – and even sometimes harmful – to apply active ingredients on the skin, when it does not need it. Any action leads to a reaction, and consequences may arise from uncontrolled mixtures of active ingredients. To avoid over-treating the skin, we started off with a simple yet revolutionary idea – we would separate the active ingredients from everyday skincare products to nourish the skin with only what it needs. Skincare in its purest state.
etat pur focuses on two ranges. Pure Skincare – containing no active ingredients, to cleanse and moisturise the skin every day, strengthening its natural resources and keeping it healthy. A routine that supports and strengthens any skin. Pure Actives – to complement the skincare products, for targeted treatment of temporary skin issues. The ingredients are in concentrations proven to be the most effective, and they’re used only where and when needed.
etat pur is a NAOS brand. Ecobiology is at the heart of NAOS approach to better preserve the skin ecosystem and to strengthen its natural mechanisms. Naos is one of the first independent skincare companies in the world, which has created 3 brands inspired by ecobiology.
