Orveon CEO on the introduction of pure beauty

CosmeticsDesign spoke with Orveon CEO Pascal Houdayer about what pure beauty is, how the company is implementing it and what’s next for the beauty industry.

This interview was conducted via email.

What, in your words, is pure beauty and what differentiates it from clean beauty? 

As a company that represents “the future of the face,” we are committed to evolving beauty standards and we believe pure beauty is the next step in this process. Pure beauty products are defined by the quality and benefits of the ingredients in the product whereas clean beauty is defined by the removal or lack of harmful ingredients.

A good analogy is to think of pure beauty products as natural water sourced directly from a spring, and clean beauty products as tap water that has been filtered of impurities. 

What makes clean beauty “dead”? 

It’s less that clean beauty is “dead” and more that the term has become redundant as today there is no industry standard on what it means to be “clean” which has led to poor industry practices and consumer confusion. 

BareMinerals was the first brand to talk about the importance of ingredient traceability, vegan formulations and non-parabens, which was the genesis of clean beauty, but as more brands capitalized on the marketability of clean beauty, the term had less and less meaning. 

What are the negatives and positives of brands engaging in the clean beauty segment? 

The beauty industry is incredibly dirty, to a level consumers cannot imagine. Clean beauty has done a lot to raise consumer awareness around potentially harmful ingredients in beauty products. The term clean beauty is not entirely a bad thing, as we hope all beauty companies strive to improve the quality of their products.


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