When we thought the face serum hype was over, here comes superCerum by Pure & Cimple, and it isn’t a typo. If you look closely, this serum doesn’t look like any of your regular facial treatments. Engineer Preeti Luthra, creator and developer of Pure & Cimple, explains why her serum is so different and a bit about her beauty journey.
Today marks the launch of superCerum by Pure & Cimple, an innovative Vitamin C serum. The engineer behind this fresh skincare chatted about it and her.
If we were pretty familiar with face serums and we have already added the one that best fits our necessities, we may be intrigued by Mr Luthra innovation. But first, why Vitamin C is so popular? Its very nature is at the base of its fragility…
About Vitamin C
Vitamin C – technically known as Ascorbic acid – is an important water-soluble antioxidant. Clinical studies prove it protects against UV radiation and stimulates collagen synthesis [1] making it a powerful anti-ageing element. It’s employed in skin-lightening treatments too [2] and used topically in liquid formulations, but its unstable nature [3] causes its short shelf-life. This is the problem Pure & Cimple wants to solve.
Pure and Cimple: the product
Pure & Cimple superCerum is an innovative anti-ageing and perfecting skin treatment; it’s a face serum with 20% vitamin C (L-ascorbic acid) in a stabilised form without parabens, phthalates, artificial colourants or harsh chemicals. It works to: reduce the appearance of fine lines and early ageing signs; protect skin from UV damage; reduce hyperpigmentation; stimulate collagen production, and hydrate the skin.
The innovation
Vitamin C is a natural ally to stay ahead of skin ageing, but it has a problem: its instability. superCerum packaging is what makes the difference. superCerum by Pure & Cimple may be a serum like others, but it’s fresher than its ‘competitors’: its peculiar packaging activates the serum when you start using it, so you don’t waste time. Instead of the classic ‘ampule’ with a dropper, superCerum is a tube with a snoozer.
How superCerum works:
Once you’re ready to use superCerum, follow these steps:
- put the tube upside-down;
- remove the seal;
- press the orange bulb at the bottom twice;
- shake the bottle for 15 seconds;
- leave it standing for 15 to 20 minutes.
It’s ready to use! When you press the yellow bulb, vitamin C powder is released into the solution. Vitamin C starts its life from that exact moment; hence it’s fresher than your regular vitamin C serum.
How to use your superCerum face serum
Shake the tube again, and press the yellow bulb to get some drops, 3 to 5 should be enough for the face and neck. As with any serum, apply it twice a day. Onto clean, dry skin, after your cleanser and toner, and follow with your favourite moisturiser or treatment.
What I do like about superCerum is its simple ingeniousness. It’s an independent project born in Windsor, UK. So today I’m thrilled to show you and discover it with you. You can’t find it in stores but launch online today at Pure & Cimple. I had the pleasure of having a virtual chat with the creator, Ms Preeti Luthra, who talked about herself exclusively for ValentinaChirico.com. Welcome, Preeti…
– THE INDIE INTERVIEW: Preeti Luthra, engineer and entrepreneur –
Could you tell us something about your background? Where are you from?
I come from a typical middle-class family in India where the focus was always on studies and career. Learning was my passion since childhood, my books were my complete world. With my books, It felt like I am Alice in Wonderland! I went out to become an engineer and enjoyed every bit of my job and personal endeavours. I am a complete science freak because science gives you liberty to ask questions. Early in my life, I developed a habit to study science behind plants and identify the specific properties of some plants that help with skin conditions. Nature can be used as a powerful tool in our skincare journey and I believe in harnessing that power.
How have you started your skincare journey? Any funny teenage-year misadventures, for example?
My skincare journey started well in my teens when I started to get conscious of how I present myself in public. In India, it’s very common to use home-made skincare like cleansers, face packs etc. I was happy to go with my mother’s advice until one day one of my friends invited me to her birthday party at a beauty salon. Most of us were first-timers in the salon, with wide eyes, we started to explore and I too got one facial done. I came back so excited expecting to see a new me! But my happiness was short-lived. When I woke up in the morning, I was aghast to see breakouts on my face and there were patches on my skin. I hadn’t experienced something like that before. In fact, that day I came to know that I had sensitive skin! As they say, experiences mould your behaviour, I became extra cautious of what I was putting on my skin thereafter.
What is your approach and idea of beauty?
For me, beauty is confidence and confidence is about a woman feeling proud of how she looks, speaks, thinks, or acts! Confidence can come from various sources and it reflects on your skin. When you can carry out your daily activities without worrying about the way you look, to me that’s beautiful! And that’s why it’s import cant to take care of your skin. Absolutely love what Demi Moore said once ‘I am a big believer that if you focus on good skin care, you really won’t need a lot of makeup’, it’s so true!
Taking care of your skin is more important than covering it up. But miracles don’t happen overnight! Commit to your skin! Show it some love and care, you’d be amazed by not only what you see in the mirror but also by the increased confidence you experience from within that make you feel so much better about yourself!
How do you imagine your typical customer?
My typical customer is a person who’s self-aware, who pays attention to the ingredients he/she is exposing his/her skin to, and who understands there’s science behind nature. People have been using plants for centuries for their health, both by eating them and also by using their oils and extracts to heal. Science, however, has helped us identify the specific properties of some plants that help the skin rejuvenate and reverse the visible signs of ageing. Customarily, natural skincare is perceived on the opposite side of scientific and scientific on the opposite side of natural! At Pure & Cimple, we have captured Science and Nature in harmony so that your skin can benefit from this amalgam: all-natural skincare for anti-ageing. I have one simple advice for my customers: if you can’t eat it don’t put it on your skin unless it’s a medical advice!
Where does your illumination come from?
I am a woman in my mid-40s with a science and engineering background. Like most of us, I have been quite busy with my career and family in my 20s and 30s with very little time left for myself. Though I was always careful about the products I use, as far as I could, I wasn’t satisfied with what the results they had on my skin. I have sensitive skin and most of the products were either irritating my skin or won’t make any difference. I knew I wasn’t alone! Many of us struggle with one skin condition or another and products flooded with strong chemicals aren’t the solution we are looking for. Being a nature lover I wanted to harness the power of science & nature to create products which are safe as well as effective. And that’s the inspiration behind Pure & Cimple.
Do you have a project for the near future?
After Vitamin C serum, superCerum that’s just come out, I’m working on more products at Pure & Cimple. Soon, I will get you a face scrub which is 100% edible:) This face scrub can also be used as a face pack to calm your skin and bring out the best of you! Stay tuned…
Taking utmost care of your skin while taking care of the world you live in is our first priority! Our ingredients come from sustainable sources and our packaging is 100% recycled. 100% natural, effective skincare! Pure & Cimple!
Preeti’s story, with her first shy, exciting dives into self-discovery and beauty, is so close to our early encounter with beauty and ‘skin-stuff’. As she grew up, she reached a full consciousness of what beauty is, more about self-care than constructed beauty. A harmonious approach between chemistry and nature, leads to pure beauty and confidence. We look forward to welcoming Pure & Cimple superCerum and its edible face scrub to make peace with Nature and forget about ageing. You can support Preeti’s project, Pure & Cimple, on Instagram and stay connected for fresh news from the Pure & Cimple e-store.
Valentina Chirico aka Valens
Source and further reading:
[1] Barel A.O, Paye M., Maibach H.I (eds.), 2001 Handbook of Cosmetic Science and Technology, 292
[2] 469
[3] 302
11 Reasons to Add Vitamin C Serum to Your Skin Care
The Role of Vitamin C in Skin Health
Image credit own Pure & Cimple Ph. Karolina Gabrowska via Pexels
2 Comments
Bola
This is comforting and healthy. Congratulations!
ValentinaChirico
Thank you, Bola!
Yes, I think this is a healthy solution for the skin and also an inspiring story for ourselves.
Thank you and have a lovely week.
xoxo