Are you sceptical of pseudo-scientific claims for beauty products?
Then you've landed at the right place; you won't find any anti-aging nonsense here - Absolutely Pure is pro-age, or more accurately - anti-premature deterioration!
Ever since I began experimenting with skin care and cosmetics as a teenager, I have suffered from sensitive, reactive skin.
Conventional products would cause extreme irritation, dryness and redness, and even, on one memorable occasion, facial swelling and a scaly rash that covered every inch of my body from head to toe - caused by a 'high end' face cream.
Nothing I tried made any difference until I stopped using mainstream skin care products full of synthetic chemicals.
Soon, people were complimenting me on my lovely, clear skin, and all I had done was switch to natural skin care products.
Healthy Diet, Healthy Skin
Then, several years ago, I developed Hashimoto’s Thyroiditis and began researching, that's when I discovered how harmful and pervasive polyunsaturated oils are.
I have seen first-hand the impact diet has on our health and I believe that our skin needs to be fed and nourished too: if we want products that are truly kind to our skin, we should look to the kitchen, not the chemistry lab.
All the products featured on Absolutely Pure are low in polyunsaturated fatty acids - or PUFA for short. Many people believe that saturated fat = bad and unsaturated fat = good, but years of research has demonstrated that a diet that is too high in PUFA can have profoundly negative effects on our health; hypothyroidism, cancer, diabetes, obesity - to name just a few.
Not all natural products are created equal. It’s not enough for a product to be ‘natural’ or ‘organic’, unless it also contains ingredients which are good for our skin, and avoids inflammatory unsaturated fats. The best thing for our skin is healthy, stable oils high in saturated fat that mirrors our skin’s own lipids.
So many food and skin care products - including natural and organic ones - boast of containing ‘healthy plant oils’, when in fact they are nothing of the sort.
PUFA can be metabolised through the skin, and we should not just eliminate them from our diet, but also from the skin care products we use as they contribute to dryness, liver spots and premature aging.
Every time I hear those two little words a part of my soul withers...
This is a big subject that I can't get into here, but what I will say is that completely natural, low PUFA skin care products will not stress and prematurely age your skin the way synthetic and high PUFA ones will, so in that respect my products can be considered anti-aging.
Pure Enough to Eat
At the heart of my philosophy is the principle that, if you wouldn’t put it in your mouth, why would you put it on your skin?
I believe that using complex, man-made chemicals is not the way to keep our skin healthy.
I advocate the use of food-like, natural skin care products because your skin absorbs much of what is applied to it, so healthy-eating principles should apply to skin care too; replace seed oils that stress and prematurely age your skin due to their high PUFA content, with cold-pressed, stable oils that are higher in saturated fat.
It was my own sensitive skin and subsequent health challenges that started me on the journey to founding Absolutely Pure, and if you too suffer from reactive skin, if you feel as though you've tried it all and nothing has worked, why not try something different?