We met Jeste in Paris, which is the best place to get to know a Parisian brand. Its founder, Virginie Alezra, a calm woman with a very articulate speech, told us what was behind her project.
"My mother taught me that cleansing, besides being the fundamental gesture for healthy skin, is also a gesture with a strong symbolic value."
In that one sentence he was summarizing us Jeste. Virgine's mother, Nadine Pomarède, She is a prestigious French dermatologist who has taught her that cleansing products are as important as the way they are applied. It's all about 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 an invisible armour. In other words, we clean 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, which was born in 2022, not only cleanse the skin of the face, but also the 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 that we do every day almost without thinking. She suggests that we do them thinking.
-Of the gestures we can carry out 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.