The brand, which has inspired many others (The Ordinary, Typology…), was put on hold only to be reborn this year with a new identity: “Just what your skin needs, nothing more, nothing less.”
In other words, État Pur focuses on the essentials. That’s why, out of the 30,000 ingredients usually used in cosmetics, only 150 have been selected, all biomimetic to offer the best affinity with the skin ecosystem.)
“We are inspired above all by how healthy skin functions. The skin is a village where everyone has a role to play. We consider it as a dynamic ecosystem composed of living cells in constant interaction with each other and with their environment - editor’s note: what Naos calls ecobiology, a principle developed by the group for over 40 years. The skin has super powers (tanning, healing…), but it does not have a digestive tract, it is not designed to absorb plants. Therefore, we help it to assimilate and work by providing it with the right active ingredient in the right dose, only when it needs it. We do not pollute it with superfluous or inappropriate ingredients. We do not enter the race to the dose. Perfection is achieved when there …