Natural skin manifesto
TEXT: PIERRE ZAHND | PHOTOS © COSMETICS 27
MAIN PHOTO: A GLIMPSE OF THE COSMETICS 27 RANGE.
Cosmetics 27, a Paris-based line of cosmeceutics, combines scientific research and alternative medicine in the pursuit of viable, long-term skincare, and is poised to lead the way in the years to come.
In conversation with Michèle Evrard, founder of Cosmetics 27, it is difficult not to remember that the word cosmetics shares the same origin as the word cosmos: a ‘harmonious arrangement’. It is her holistic approach that lies behind the regenerative, balancing effects of her products: a pharmacist by trade and a veteran of cosmetic groups, Michèle’s vision is to combine state-of-the-art research with alternative medicine and a practical attitude to self-care to develop what she describes as “the next generation of natural, clean cosmetics”.
Michèle Evrard, founder of Cosmetics 27.
Now established as a leading actor in cosmetics, the brand started as a personal project. After a skiing accident, Michèle drew on her pharmaceutical background to treat a scar on her knee. A key ingredient to her formula is the Centella Asiatica, a cornerstone of Chinese and Indian medicine renowned for its regenerative properties. 20 years later, this preparation has become the Baume 27, the brand’s flagship offering and an industry-leading product for cellular repair.
The philosophy behind the brand is the holistic principle of integrative skincare. “Skin is the largest organ of the body, and is primarily a protective surface,” she says. As such, it should be cared for from the inside as well as the outside. Nutrition and hydration remain the fundamentals of skin health to Michèle, who also advocates face yoga, or the regular stimulation of facial muscles. More than great-looking skin, Cosmetics 27 offers an alternative attitude to skin health. As Michèle explains, her formulations are “not about looking younger or wrinkles-free”, adding that “there is no notion of age in the line”. While much of the market gravitates towards the idea of seeming, Cosmetics 27 seeks to reconcile the appearance with the essence.
“Skincare should be results-driven, and results should be natural”. Indeed, the line is entirely produced in France, from 84 to 100 per cent natural ingredients. And when she states that the brand is “ahead of its time”, she means it literally. Her research is particularly concerned with skin health in the context of growing air pollution and environmental change: “The brand must stand for something in the market, and tomorrow’s products must be in line with what the skin will need.”
For now, newcomers can discover the brand with the time-tried Baume 27, or with the latest Mist 27: a probiotic lotion released just in time to combat the summer heat.
The Centella Asiatica, the brand’s regenerating secret.