NU BEGINNINGS

NU-LUXE

By now, you might be wondering. Another "beauty" brand? Why do you need another brand in your life? Perhaps, you might feel empathy with what we have to say. Keep reading our code lines, more commonly known as : our philosophy.

PETA

Cruelty Free & Vegan

Proudly the first Portuguese brand to achieve this recognition. We have been approved by PETA as cruelty free & Vegan. All ingredients and final formulations don't contain animal origin ingredients nor have been tested on animals (only in ourselves). Safety and efficacy testing alternatives are used such as In Vitro. We also don't use micro-beads or any micro-plastic ingredients in any of our formulations.

Synthetic vs Natural?

EQUILIBRIUM

We believe in the equilibrium of resources and live by the fact that just because it’s natural, it doesn’t mean it is safe and just because it’s human-made, doesn’t mean it’s harmful. Being science lovers and nature oriented, we created innovative formulas that combine active natural, organic and botanical ingredients with the best molecular and human-created active ingredients & peptides, to give you the best of both worlds. We designed & created products that mean equilibrium.

The real luxury

TIME[LESS]

Luxury just isn't what it used to be. Today, priorities have changed. We’ve moved inward. We’re drawn to time-saving measures & routines that accommodate our fast-paced lifestyles, uber-versatile experiences & products that cater to the individual’s creativity. Real luxury is about us and how we spend our lifetime. That was one of the starting points for the creation of our timeless skincare collection. 

We believe we shouldn’t be spending one hour a day to get ready in the morning, because that’s about, on average, 500 days of our entire lives. What if your daily care routine was 15 minutes & the other 45 minutes were spent doing what you love the most? What if you had excellent skincare products with simple but potent ingredients that can also be versatile? What if your favorite skincare products won't be discontinued and replaced by “fast-beauty” products? What if there was a skincare that would never fail you your entire life & learns to understand you and your skin’s needs as your life changes/challenges you? We took that “What if” as an inspiration and something to aim for and transformed it into reality.

Consistency & SUSTAINABILITY

NO TO FAST-BEAUTY

Great things take time. There is no such thing for us as "fashion ingredients", changing formulas each season. We took several years to develop great products, a perfect synergetic combination of ingredients and proudly stand by our products until the end of times. Grape-seed oil will be forever our key ingredient in all products, and we have a very good reason for it. As everything in life, and skin and self-care are no exceptions to it, consistency is key and we had a pinch of sustainability to make everything even better.

Beauty is a cultural concept

Skincare is Humanist

Beauty is diversity and diversity is beauty. All photos that feature models will not be altered to portray an certain ideal of "beauty". We believe in transparency, henceforth all featured models use our products as part of their skincare regimen. It wouldn't make any sense otherwise.

ANDROGYNOUS

SKINCARE THAT JOINS

They say sharing is caring - what if you could share your moisturizer with your boyfriend/girlfriend? Gender specific skincare is something that shouldn’t exist because the real truth is that we aren’t that different from each other when it comes to skin. We sure have different hormones, but so women differ from one another, and so do men. Skin’s health is all about current lifestyles, skin care rituals, climate and genetic features. Thenceforth, we created skincare formulas that adapt to each one of us, understand our skin's behavior and own life rhythms - a humanist brand that doesn't split society but aims to create a great one.

Journal

SKIN ESSAYS

In-Store : Scar-ID, Porto
In-Store

In-Store : Scar-ID, Porto

A minimal scenario where the products and the brands are the players. A place to buy that special piece for your identity or just a space to di...

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