We met Jeste in Paris, which is the best place to discover a Parisian brand. Its founder, Virginie Alezra, a calm woman with a very articulate speech, told us what was behind her project.
"My mother has taught me that cleansing, in addition to being the fundamental gesture for healthy skin, is also a gesture with a strong symbolic value."
In that single sentence he was summarizing us Jeste. Virgine's mother, Nadine Pomarède, is a prestigious French dermatologist who has taught her that cleansing products are as important as the way they are applied. Everything is well-being.
She discovered that cleansing routines were often poorly controlled and even counterproductive by damaging the skin barrier and, more specifically, our microbiota, the bacteria that live on the skin and protect it like invisible armor. That is to say, we clean ourselves poorly.
Therefore, she decided to develop new products and new gestures that would allow us to rethink beauty routines: why not use a solid toothpaste or a powder shampoo? And she launched Jeste, a brand that has been developed with dermatologists and with the help of dentists, pharmacists and botanists.
The result is clean, effective, natural, vegan and responsible products. The products of this brand born in 2022 not only clean the skin of the face, but also the scalp and teeth. This may sound boring: nothing could be further from the truth.
Jeste talks about gestures.
-Of the gestures we use to apply products, of those everyday movements that we do every day almost without thinking. She proposes that we do them thinking.
-Of the gestures we can carry out to protect our environment. The products are designed to have a positive impact for the environment and for ourselves.
Jeste is cosmetics and it is also how that cosmetics is applied.
she Meets Virginie in this video.