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 approach, told us about the story behind her project.
"My mother taught me that cleansing, besides being fundamental for healthy skin, is also a gesture with strong symbolic value."
In that single sentence he was summarizing us JesteVirgine's mother, Nadine Pomarède, She's a prestigious French dermatologist who has taught her that cleansing products are just as important as how you apply them. It's all about well-being.
She discovered that cleansing routines were often poorly controlled and even counterproductive, damaging the skin barrier and, more specifically, our microbiota, the bacteria that live on the skin and protect it like invisible armor. In other words, we cleanse ourselves poorly.
So, 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, launched in 2022, not only cleanse your facial skin, but also your scalp and teeth. This may sound boring, but nothing could be further from the truth.
Jeste talk about gestures.
-Of the gestures we use to apply products, of those everyday movements we do almost without thinking. She suggests we do them with thought.
-Of the actions we can take to protect our environment. The products are designed for have a positive impact on the environment and on ourselves.
Jeste It is cosmetics and it is also how those cosmetics are applied.
Meet Virginie in this video.