Sentiments On How A Cancer Survivor’s Brand, SIMPURE, is redefining the meaning of “Indie” Skincare.
Dr Ekta Y. MD MBA MS
I recently had the privilege of interviewing Annabell Catania, founder of an indie skin care brand named “SIMPURE.” Annabell ,although Italian by heritage, is what you would consider the every day intelligent entrepreneur who has found her niche in beauty. Her brand, SIMPURE, is a reflection of her appreciation for her Italian roots combined with her understanding of true American based herbal medicine.
SIMPURE is a brand with 60+ products but each has been crafted with a very unique role in mind. Annabell’s line was inspired after she battled breast cancer and underwent a self journey of reimagining modern holistic medicine and the applications that pertained to her sensitivity , body chemistry and overall changes as she battled her body’s internal chaos. After undergoing the frustration of changes due to chemo and radiation, along with the hormonal imbalances often present in patients battling such conditions, she started to cultivate the knowledge needed to understand the body’s response to ingredients as they pertain to inflammatory response as well as healing and repair.
SIMPURE now has established itself as a very strong player in the natural, and clean inspired skincare space that is dedicated to the overarching principles of such movements without compromising the fundamentals of science and its application to skin health.
I recently spoke with Miss Catania on an interview for Skincare Anarchy and I genuinely wanted to discuss every single product I’ve tried so far by the brand with her. Rarely do I run across lines that inspire the natural chemist in me and intrigue me based off solely the quality of formulation without any added adornments of packaging and luxury related charm.
All in all, the conversation was amazing and I walked away with a very different self realization of what the term “indie beauty” means in the current landscape.
Although we like to know the brands being produced in relation to accessibility, and ease of finding, the types of brands that are redefining the meaning of independent beauty must be re-examined when we approach the hierarchy of quality that exists in the skincare market.
Gone are the days of packaging hype and now is an era for the cultivation of a curated skincare regime, which is highly valuable and more importantly, POSSIBLE thanks to brands such as SIMPURE.
It is my hope that we will start to see more retail giants pick up on the integration of such brands into mainstream beauty accessibility venues and give consumers a real reason to come back to the stores !
Authors: Dr Ekta Y. MD MBA MS
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