Present Life, a global beauty incubator from former Coty CEO Camillo Pane, is pioneering the plant-based beauty movement with the launch of their new in-house skincare brand, Loum Beauty of Calm.
The new brand promises to reduce the effects of stress through skincare. With the slogan “where there is stress we will bring calm,” Loum Beauty of Calm’s mission is made clear: to reverse the negative effects of stress on the skin.
According to Loum Beauty of Calm’s in-house, large scale study that examined the correlation between stress and beauty, 75 percent of women believe stress affects their ability to see themselves as beautiful, 68 percent of women say stress has a negative impact on how they feel about themselves, and 61 percent admitted to feeling less attractive all-around when stressed.
The skincare brand says nothing like this had been done before and the results were overwhelming. Knowing how women felt about themselves when stressed only reaffirmed Loum Beauty of Calm’s mission to create skincare products that would actively help calm skin down while reversing signs of stress on the skin.
“For 30 years, psychodermatologists have been exploring the link between the mind and the skin. What you find is that stress and skin are hardwired because, embryonically, they come from the very same cell. So, our skin is the organ of our body most affected by stress. We researched which ingredients dial down the effects of stress across the pathways in skin,” shares Kat Bryce, global brand VP at Loum Beauty of Calm.
In order to create their line of luxury clean beauty products, they partnered with psychodermatologist Francisco Tausk and together, they designed formulations that “invoke the science of calm to undo the effects of stress on our skin and our psyche.” All formulas were specifically created to combat the effects of stress on the skin, and given that the brand was created by plant-based incubator Present Life, each product is between 97 percent and 99 percent natural. In the creation of these calming formulas, the brand has a long “no” list of ingredients – 2,800 ingredients to be exact. They were wholly committed to creating skincare products free from anything toxic, harmful, or irritating, such as parabens, sulfates, phthalates, mineral oils, formaldehydes, and phenoxyethanol.
However, their “yes” list is even more exciting and is primarily made up of three key ingredients: marine micro algae, CBD, and wild indigo extract. The first is a powerful anti-inflammatory, the second fights oiliness and protects your skin from the sun, and the third is a known stress reliever. It is these three ingredients that comprise what the brand calls their Tri-Serene Complex. It is the brand’s attempt to create a holistic solution or antidote to what stress does to the skin.
Further, creating ethical products was also top of mind for Loum Beauty of Calm. Thus, they worked exclusively with suppliers who are vegan, cruelty-free and only used conflict-free minerals in their formulas. Loum Beauty of Calm has also been certified by Leaping Bunny and the Vegan Society.
Responsible sourcing and packaging is yet another part of Loum Beauty of Calm’s clean skincare mission. Currently, the brand’s packaging is 90% sustainable, but they have plans to increase this number by 2021 by switching to airless pumps and post-consumer recycled plastic. In addition, all-natural ingredients in their products are sourced responsibly. Specifically, Loum Beauty of Calm adheres to the Nagoya protocol, which is in place to protect biodiversity and avoid the depletion of critical resources.
Lastly, for Loum Beauty of Calm, transparency is key. The newly launched clean beauty brand has taken it upon themselves to go above and beyond what is required of them, listing every single ingredient on their product labels, without exception.
Loum Beauty of Calm’s collection currently consists of cleansers, masks, serums, moisturizers, oils, and essential oils. Consumers can shop by type of product, or by skin concerns, of which there are three categories: dry & sensitive, oily & blemish-prone, and signs of ageing. There is also a skin quiz designed to help people figure out the different ways that stress is showing up in their skin and the products that can help them.
All images in this article are courtesy of Loum Beauty of Calm.
