Orveon CEO on the introduction of pure magnificence

CosmeticsDesign spoke with Orveon CEO Pascal Houdayer about what pure magnificence is, how the corporate is implementing it and what’s subsequent for the wonder trade.

This interview was carried out through electronic mail.

What, in your phrases, is pure magnificence and what differentiates it from clear magnificence? 

As an organization that represents “the way forward for the face,” we’re dedicated to evolving magnificence requirements and we consider pure magnificence is the subsequent step on this course of. Pure magnificence merchandise are outlined by the standard and advantages of the substances within the product whereas clear magnificence is outlined by the removing or lack of dangerous substances.

A superb analogy is to consider pure magnificence merchandise as pure water sourced instantly from a spring, and clear magnificence merchandise as faucet water that has been filtered of impurities. 

What makes clear magnificence “lifeless”? 

It’s much less that clear magnificence is “lifeless” and extra that the time period has turn into redundant as right this moment there isn’t any trade customary on what it means to be “clear” which has led to poor trade practices and client confusion. 

BareMinerals was the primary model to speak concerning the significance of ingredient traceability, vegan formulations and non-parabens, which was the genesis of unpolluted magnificence, however as extra manufacturers capitalized on the marketability of unpolluted magnificence, the time period had much less and fewer that means. 

What are the negatives and positives of manufacturers participating within the clear magnificence phase? 

The sweetness trade is extremely soiled, to a degree customers can not think about. Clear magnificence has completed so much to boost client consciousness round doubtlessly dangerous substances in magnificence merchandise. The time period clear magnificence shouldn’t be fully a nasty factor, as we hope all magnificence corporations attempt to enhance the standard of their merchandise.

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