Our latest Beauty Boss is Preeti Luthra, Founder of Pure & Cimple—a minimalist skincare line that offers organic and all-natural skincare solutions with specialist ingredients and potent formulas that simplify daily skincare routines and restores all the nutrients needed to reset skin to its best possible state. Placing an emphasis on nurturing the skin barrier, her mission is to empower women with the confidence that healthy skin is beautiful skin.

A former tech entrepreneur, Luthra obtained expert training as a certified formulator and followed her passion of creating a skincare brand that focused on nourishing skin’s ability to heal and rejuvenate from the inside out. Born with sensitive skin, she struggled to find gentle products that worked for her while containing beneficial ingredients that would help her skin in the long run.

Luthra’s approach to skincare also stems from her Indian background with pure ingredients and avoiding unwanted chemicals. She discovered that using very selective ingredients, especially as she entered her 30s and 40s, made a big difference in her skin as well.

We chatted with Luthra, who shared the inspiration behind the brand, secrets for success, wellness tips, favorite beauty products, and much more.

When was Pure & Cimple founded and what does the name mean?

Pure & Cimple was founded in late 2020—the year we all will never forget for obvious reasons. But as they say good and positive things have a way to make their way into this world in every situation, Pure & Cimple was born to bridge the gap between science and nature to bring high-performance, targeted skin care. We launched Pure & Cimple with a single product, superCerum, a pure vitamin C serum with a quest to bring customers the vitamin C serum as fresh as it comes. The ‘C’ in Cimple came from there. Today, the name Pure & Cimple encapsulates the core of our leading edge minimalist brand which is “Pure Ingredients, Simple Formulations.”

What inspired the creation of the brand?

I have always been very aware of the products I use on my skin. Faced with quite a few skin challenges in my teenage years, I have been creating my own skin care for decades. Early in my life I realized that skin’s health is important not only for appearance but also because our skin performs so many essential tasks in the body. It combats sweat, dirt, viruses and outside stressors on a daily basis. The pandemic taught us many lessons, and one of them is the importance of strengthening our body's immunity. Being the largest organ in the body, our skin also needs to be healthy and resilient.

Pure & Cimple is created with the inspiration to nourish skin’s natural ability to heal and rejuvenate from the inside. Each of our products is curated with around 10 innovative efficient ingredients—this is to give space for each ingredient to work. Each ingredient is well researched, naturally derived and responsibly sourced. 

Does Pure & Cimple have a hero product?

SuperSupple Prebiotic Face Moisturizer receives the most amazing reviews from our customers and is our best seller. superSupple is In-Vivo tested and certified to work in conjunction with the skin microbiome to restore your skin to its healthiest state.

What are your favorite products from the brand?

Pure & Cimple has a small range with only four products at present. Our philosophy is to launch one product at a time to ensure that each product receives the proper attention and care during its development. Each product is created by conducting extensive research to ensure that the product effectively targets the unique needs of the skin. This approach allows us to put our full focus and effort into each product, resulting in high-quality and effective skincare solutions. 

It’s difficult to pick one, all of our products are my favorites as they serve different purposes in my minimalist skincare routine.

Where are Pure & Cimple products sold?

We are big fans of the direct-to-consumer channels because it allows us to cut out intermediaries and pass those savings on to our customers. We sell on our website and on Amazon. Having a direct relationship with our customers helps us to understand their preferences more accurately and build deeper connections with them.

Future plans for the brand?

Future steps of Pure & Cimple are well defined and clear in our vision. Technology and skin care, both are integral parts of Pure & Cimple. They may seem tangential with nothing in common; however, I see them in confluence with the ability to achieve healthy skin for every person. BioTech is progressing in leaps and bounds to take healthcare to entirely new levels, including our skin. For decades, our skin has been cocooned by being typed as just oily, dry, normal skin. The fact is that every person’s skin is different and it’s important to move beyond this categorization. 

Evaluating individual skin needs and developing customized products with the help of biotech innovations to enhance skin health incrementally is an important goal for us. Pure & Cimple will be at the forefront of bringing best solutions to our customers to achieve their healthy skin goals.

Who inspires you?

People in my life inspire me, they've taught me valuable lessons and have supported me on my journey. My mother is a source of inspiration as she introduced me to the importance of healthy skin and instilled in me a love for skincare. My father taught me the importance of perseverance and to never give up on my dreams. My husband is a constant source of inspiration for his business acumen and his ability to think outside the box.

Lastly, my son has taught me the true meaning of unconditional love and has shown me the importance of patience and understanding. Each one of them has played a vital role in shaping me as a person and has pushed me to be the best version of myself. I am truly grateful for their presence in my life.

Secret to success?

The secret to success is a combination of having a clear sense of purpose and the determination to see it through. Understanding the “Why” behind what you're doing is essential as this is the navigation system that provides direction as well as the inspiration to move ahead when you feel like giving up. Once the “Why” is crystal clear, it becomes easier to set goals and make decisions that will help to achieve the desired outcome. 

Equally important to success is patience and perseverance. Success is not immediate, and there are obstacles and setbacks along the way. Persevering through these challenges (and believe me you will find them in every corner) is the key to success. Success is not a one-time event—it is a journey, and it requires consistent effort and hard work. Last and a very important secret is to keep customers at the core of your brand and everything else will fall into place.

Beauty secrets?

Beauty begins from the inside out. Pay attention to your diet and stay hydrated. Getting enough sleep is the best thing you can do for your skin. During sleep, our body boosts blood flow to the skin to repair and make new collagen and we all know what collagen can do for our skin. The next best thing you can do for a healthy and radiant complexion is to have a consistent skincare routine with only a few steps with efficient products. Remember, less is more. Less ingredients means less chance of irritation and more space for each ingredient to work.

Wellness tips?

Balance is the key. Wellness is the state of being in good physical, mental and emotional health. Prioritize self-care and make healthy lifestyle choices. Work is important, but take time for yourself to relax, read, or do something you enjoy. I like to go on walking trails, it instantaneously connects me with nature. The natural beauty clears my mind and opens my perspective, which often leads to new and creative ideas.

Best advice?

As a skincare expert, one of the most important pieces of advice I can offer is to break free from the unrealistic obsession with perfection. Society has created a standard of beauty that is often unattainable and unhealthy to strive for. Instead, I encourage people to redefine beauty and focus on having healthy, radiant skin. Healthy skin is beautiful skin, and by taking care of your skin through a consistent skincare routine, eating well, and staying hydrated, you will naturally radiate confidence and beauty. Remember that true beauty comes from within and that healthy, confident skin is the best foundation for any look.

How do you like to relax?

For me, a good way to relax is to spend time with my family and enjoy a nice meal together. This is the time to bond with my loved ones and a great way to be a part of each other's lives. Most days, after the meal, I like to spend half an hour watching my favorite show on Netflix. My day ends with a few minutes of meditation before going to bed. This helps me clear my head, put everything in perspective, and get a good night's sleep.

For more information, visit Pure & Cimple’s website and follow on Instagram: @pureandcimple

[Images courtesy of Pure & Cimple]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk