Pure and Cimple moves into US to introduce consumer-friendly minimal beauty

10-Nov-2022 - Last updated on 10-Nov-2022 at 16:46 GMT

UK-minimal skin brand Pure and Cimple is moving into the US market in hopes of bridging the gap between standard and single-ingredient 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.