Pure and Cimple moves into US to introduce consumer-friendly minimal beauty
The brand carries three core products with 10 or fewer ingredients and launched into the US market in September. Pure and Cimple founder Preeti Luthra told CosmeticsDesing the brand is looking to offer a minimalist skincare line that does more than a single-ingredient product line.
The first product launched in 2020, and after success with the brand’s first minimalist and science-backed message, expanded the line.
After that success, Luthra said the company decided to expand e-commerce sales into the US and Canada.
Minimal, but not too minimal
The underlying concept of the brand was to provide skincare products with pared-down ingredient lists that still sufficiently addressed a consumer’s needs.
“An average woman uses 168 chemicals on her skin every day,” Luthra said. “Most women feel confused and overwhelmed when it comes to buying skincare, and the reason is the long list of ingredients which we do not understand.”
At the same time, she said some minimalist brands have swung too far in the other direction, offering single-ingredient products. For the average consumer, these products may be confusing because they don’t know what ingredients they need for their skin specifically.
“Our skin surely needs more than one ingredient,” Luthra said. “If our skin needs 10 ingredients in a day, how inconvenient is it to use 10 different products.”
By entering the US market she said Pure and Cimple is hoping to bring an in-between option for American consumers.
Focus on giving back
Part of the brand’s ethos is a focus on the planet and societal health, Luthra said.
From an ingredient sourcing standpoint, she said the brand focuses on sourcing locally within the UK to both maintain quality and reduce the carbon footprint of transporting materials.
Pure and Cimple also uses 96% recycled or biodegradable packaging and participates in a plastic bank, which works with coastal communities to bring ocean plastic back into the global supply chain.
Beyond the products themselves, Luthra said Pure and Cimple works with a charity called The Shoebox Project in the US and Canada. The organization runs several programs, including one which gives a shoebox-sized package of goods like skincare to homeless women.
“They basically give these women things which they will not usually buy and help them feel that life is more than just sustaining,” Luthra said. “For every sale in the US and Canada, one dollar goes to The Shoebox Project.”
The brand also works with the Prajna Foundation, which supports economic mobility for impoverished children in New Delhi.