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70% of the population doesn’t have any real skin problems. So why would you over-treat it on a daily basis? To take care of your skin, you need to identify its real needs, provide the essentials, and preserve its health. To avoid over-treating the skin, we started from a simple yet revolutionary idea to clearly differentiate us: we would separate the active ingredients from everyday skincare products. This means that Etat Pur gives the skin what it needs, when it needs it. Nothing more, nothing less. The skin is lastingly balanced, healthier, purer and closer to its original condition. There are 2 key ranges under Etat Pur: 1) Pure Actives These are active ingredients for a targeted treatment, only when necessary. When unbalanced, the skin is dysfunctional and needs targeted solutions provided by leading active ingredients, at the right dosage, where they are needed without irritating the skin. IN-SKINTM patent, found in all Pure Actives, improves the skin’s permeability and the penetration of Pure Actives so that they work exactly where the skin needs them most – the place where they’re most effective. 2) Pure Skincare Biomimetic skincare formulated to work in perfect affinity with all skin types for optimal tolerance and efficacy, to take care of your skin everyday. With no harmful or unnecessary ingredients, they safeguard the skin’s natural resources to keep it healthy. Biomimetic Patent® classes ingredients in 4 categories based on their affinity with the skin. Our formulas are made with over 98% of biomimetic ingredients, for better affinity with the cutaneous ecosystem of the skin. Each Pure Skincare product is developed using the principles of this patent, with perfect tolerance evaluated under dermatological supervision. Etat Pur’s Positive Formulation: Our extremely rigorous approach to product formulation goes well beyond common practice in cosmetics – even organic cosmetics. Our formulation charter only includes 150 (less than 1%!) of the 30,000 ingredients generally used in cosmetics. Every ingredient is chosen for its purity and safety and because it is useful to the skin. All of Etat Pur products are made in France, dermatologically tested, suited for sensitive skin, vegan and contains no parabens and colourants.