Midlife skin isn't failing. Its barrier needs backup.
Gentle, fragrance-free formulas that help skin feel calm, stay hydrated and look firmer through the years your hormones are changing. VΔda-led, science-perfected.
β β β β β 1,000+ positive reviews Β· 30-day returns
Shop by concern
What is your skin telling you?
Dry, tight skin
superSupple Prebiotic Triple Lipid MoisturizerCeramides, cholesterol and fatty acids rebuild the barrier and hold in moisture.
Stinging or reactive skin
Skin Barrier Repair SetA probiotic cleanser and triple-lipid moisturizer that calm and repair, all fragrance-free.
Thinner, crepey skin
superPeptide | GHK Copper Peptide SerumCopper peptide, collagen tri-peptide and centella help skin look firmer and bouncier.
Dark spots and dullness
superClarus Innovative Skin Brightener SerumNiacinamide, peptides and probiotic lysates fade spots, with no hydroquinone.
Tired skin overnight
superRenew - Bakuchiol Night Oil for FaceBakuchiol, CoQ10, sea buckthorn and rosehip replenish while you sleep.
Makeup and sunscreen removal
superLumine Probiotic Cleanser + Makeup RemoverPapaya enzyme and probiotics melt makeup and sunscreen without stripping.
The two-step barrier reset
Our probiotic cleanser and prebiotic triple-lipid moisturizer, together. Ultra-gentle and healing-first, for skin that has started to react to products it used to love.
- superLumine cleans and lifts makeup without stripping
- superSupple is clinically proven to repair the skin barrier
- Most women feel more comfortable skin in 3 to 7 days
- Gentle enough for rosacea- and eczema-prone skin
Routine finder
Four questions. One routine made for your skin now.
Real women, real skin
From reactive to resilient, in their words
βA friend I hadn't seen in a while kept looking at me and finally said, 'Veronica, you have a glow about you that I have never seen before - your skin looks amazing.' Of course, I told her all about Pure & Cimple.β
βI've been using superPeptide for four weeks. My skin feels softer, and my wrinkles appear less pronounced to me. I'm a few months away from 70, and I plan to continue using it.β
@apeg1975 Β· superPeptide, shared on InstagramβMy skin was seriously irritated from using retinol. This cream was the only thing that brought it back to balance.β
Melina Gomes Β· superSuppleThe full ritual
Three steps. Morning and night.
Expert-level care without the overwhelm. Each ritual balances the microbiome and protects the barrier while it works.
Morning: firm and protect
- superLumine Probiotic Cleanser
- superPeptide GHK Copper Peptide Serum
- superSupple Triple Lipid Moisturizer
Evening: brighten and renew
- superLumine Probiotic Cleanser
- superClarus Skin Brightener Serum
- superRenew Bakuchiol Night Oil
βYou deserve a third option.β
Still trying one drugstore moisturizer after another, hoping the next one will finally suit your skin? Or eyeing dermatologist brands that cost hundreds of dollars a bottle?
I know that search. At 45, my longtime moisturizer started to sting, and I developed rosacea for the first time in my life. Drugstore creams made it worse, and the dermatologist brands cost a fortune.
So I made the third option: thoughtfully formulated skincare for changing midlife skin, built on Ayurvedic wisdom and modern biomimetic science, at prices that make everyday care possible.
Preeti, Founder of Pure & Prime
Before you try it
Why did my skincare stop working in my 40s?
Why did my skincare stop working in my 40s?
Your products didn't get worse. Your skin changed. As oestrogen falls, skin makes fewer ceramides and less collagen and hyaluronic acid, so the same routine is now working on a thinner, drier, more reactive barrier. The answer isn't stronger actives. It's a gentle, barrier-first routine made for the skin you have now.
Will it suit sensitive or reactive skin?
Will it suit sensitive or reactive skin?
Yes. Every formula is made for sensitive skin, with no fragrance, no essential oils, no retinol and no harsh ingredients. They're microbiome-friendly and dermatologist-approved, and the Skin Barrier Repair Set is gentle enough for rosacea- and eczema-prone skin.
Why don't you use retinol?
Why don't you use retinol?
Retinol can strip a barrier that's already thinning, which is why so many of us find it stings in midlife. We use bakuchiol instead, in superRenew, which works on the same collagen pathway without the irritation, and GHK-Cu copper peptides in superPeptide, which signal repair rather than forcing exfoliation.
Do I need the whole routine?
Do I need the whole routine?
No. Each product works on its own, so you can start with the one that fits your biggest concern. For the best results, our simple 3-step AM/PM routines are designed so each step supports the next.
When will I see a difference?
When will I see a difference?
Skin usually feels calmer within the first week, and texture and hydration improve within 1 to 2 weeks. Dark spots and uneven tone fade over 6 to 12 weeks of daily use, and superPeptide's firming results build over 8 to 12 weeks.
Can I use it with HRT or prescription skincare?
Can I use it with HRT or prescription skincare?
Our formulas are hormone-friendly and contain no fragrance or harsh actives. If you use a prescription cream or hormone therapy on your skin, ask your doctor how best to layer them.
Can I use superPeptide with retinol or vitamin C?
Can I use superPeptide with retinol or vitamin C?
Use them at different times of day. Don't apply superPeptide in the same step as vitamin C, AHAs, BHAs or retinol.
What if it doesn't suit me?
What if it doesn't suit me?
You can return unused products in their original packaging within 30 days of purchase for a refund.
How much is shipping?
How much is shipping?
Shipping is free on US orders over $60.
Stronger skin starts tonight
Start with the barrier. Everything else works better on skin that feels calm.
