Only what your skin is missing
We respect your time and skin biology with skincare that works with your skin - not against it
I never meant to start a skincare company.
For years, I quietly made my own vitamin C serum in my kitchen, just for me, because nothing on the shelf worked for my skin.
Then perimenopause arrived. My trusted moisturizer started to sting. The market offered two extremes: drugstore products that flared my rosacea or did nothing, and dermatologist brands that worked but cost $300–400 a bottle. Most midlife women I knew were stuck somewhere in between.
Then came a spa day.
“What vitamin C serum do you use?” my dermatologist friend asked.
“I make my own,” I said, almost embarrassed.
Two weeks later, she called: “This is the best vitamin C serum I’ve ever used. And I’ve tried them all.”
She insisted I make more. That serum became the “C” in Pure & Cimple.
That one bottle grew into a full, barrier-first routine for women in their prime. So we gave it a name that says exactly that: Pure & Prime. Same formulas. Same promise.
It’s the brand I wish someone had handed me: one that explains what’s happening, gives you the right molecules and treats you as an intelligent adult.
Life, unpaused.
— Preeti Luthra, Founder
P.S. Received a box with our old logo? Same formula, freshly made. Here’s why.
The Truth About Midlife Skin
Here's what the beauty industry doesn't say out loud.
Most skincare was not designed for your skin in its 40s and 50s. Retinols, aggressive exfoliants, harsh acids - these were developed for younger skin with a stronger barrier. When you use them on perimenopausal or menopausal skin, you're not purging. You're damaging.
Every product you layer adds more preservatives, more fragrance, more silicones - luxurious in the moment but leading cause of skin sensitivities and allergies in women over 40. That squeaky-clean feeling after cleansing? That's your barrier being stripped, not your skin getting clean.
And yet - When your skin starts changing, the algorithms point you toward the loudest brands. Not the right ones.
You don't have to go through a bad skin phase to get to a good one.
Our Approach
Working with your skin, not against it
Your skin in midlife isn't broken. It's depleted. The ingredients it relied on - CoQ10, ceramides, peptides, essential lipids - are still there, just produced more slowly as estrogen shifts. Your skin's renewal cycle, once 28 days in your 20s, may take 38-45 days by your 40s and 52 days in your 50s.
That's not damage. That's biology.
The intelligent response isn't to force your skin to behave like it's 25. It's to give it exactly what it's missing - no more, no less.
Vēda-Led, Science-Perfected.
We bridge two worlds to deliver it. Ayurveda brings balance to doshas at this stage. Biomimetic science gives us the precision to supplement what your skin immediately recognises as its own.
No 10-step routines. No ingredients that smell nice at the cost of your barrier. Just what your skin actually needs, at concentrations that actually work.
Why Pure & Prime
Made for perimenopause and menopause skin
Made for perimenopause and menopause skin
85% of women over 40 experience dry or sensitive skin, largely because falling oestrogen slows the skin’s own oil and lipid production. Every formula is built for that reality: dryness, sensitivity and a weaker barrier. Not as an afterthought. As the whole point.
Fragrance-free and gentle on sensitive skin
Fragrance-free and gentle on sensitive skin
No fragrance, no essential oils, no silicones, no fillers. Essential oils, especially citrus, can irritate reactive skin and increase sun sensitivity, so we leave them out entirely. Safe to use every day, morning and night.
No more than 15 ingredients. Every one with a purpose.
No more than 15 ingredients. Every one with a purpose.
f an ingredient doesn’t actively support your skin’s health, it isn’t in our products. Not for texture, not for scent, not for marketing. Our EWG Verified and Yuka 100/100 ratings aren’t badges. They’re proof.
Barrier repair that respects your microbiome
Barrier repair that respects your microbiome
Ceramides, lipids, peptides and prebiotics your skin recognizes as its own, to rebuild a stronger barrier without disrupting the healthy bacteria that keep skin calm. Our formulas are tested to maintain the skin microbiome.
Dermatologist Recommended
"After thoroughly reviewing and personally testing the Pure & Prime skincare line, I’ve been impressed by their scientifically backed, minimalist approach to skincare. These products are microbiome-friendly, which is crucial as growing research shows the significant impact of the skin microbiome on our skin health. As a dermatologist, I appreciate Pure & Prime’s commitment to formulations that support and nurture the skin’s natural ecosystem.”
This is for you if…
- Your skin has changed and you’re done guessing what to do about it
- You’ve tried the harsh actives and paid the price
- You want skincare that respects your time, your intelligence, and your skin’s biology
- You believe what you put on your skin matters as much as what you put in your body
- You’re not trying to look 25 again — you want to look like the best version of yourself, right now
You’ve spent enough time and money on skincare that wasn’t made for you.
Welcome to something that is.
Experience the Pure & Prime Difference
superSupple Prebiotic Triple Lipid Moisturizer
superPeptide | GHK Copper Peptide Serum
superRenew - Bakuchiol Night Oil for Face
Morning & Evening 3-Step Rituals
Our story unfolds on Instagram. Be part of it!
Vēda-Led. Science-Perfected. Restore what midlife takes away.
