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M.E. SkinLab Founder Michele Evrard Talks Cosmetics 27

m e skinlab interview

What is your background?

M.E.: I am a pharmacist. I studied Pharmacy in Belgium. I wanted to work in a lab on formulation and product development. I started as an intern at Max Factor in the US, only I was integrated in the marketing department. I went on to work at Max Factor for 2 years in product development. That’s how I started my career in fragrance and cosmetics. I learned most of the job there and owe much to the incredible women who were at the beginning of what this industry has become! I have been in this industry for over 23 years, working on product development and marketing in companies such as L’Oréal, Christian Dior Parfums, Boucheron Parfums and Matis skin care. I decided to create my own products in 2008 and launched Baume 27 in 2009.

What led you to create the Cosmetics 27 line?

M.E.: My passion for product and innovation, clearly! I had worked on the concept of a unique formula for 3 years after I had discovered the virtues of Centella Asiatica. I have always been fascinated  by cellular regeneration. It was when I left my last position and set up my own consulting firm that I decided to develop that formula for myself. It was the Baume 27. That was the beginning of the Cosmetics 27 line that came out the year after.

What differentiates your line from other skin care lines, in particular other natural skin care lines?

M.E.: My philosophy is not so much about selling or adding another product to the market. After all, everything, or almost everything, is already out there! I created my line with the idea that it helps take care of the skin in a primary way. The underlying concept is homeostasis, the principle of equilibrium of any living organism. I want to help women have healthier skin. If it is healthy, it will look good. If you look good, you will feel beautiful. I didn’t want to sell claims, only results. I wanted to be authentic.

My products are all unique, in concept and formulae. It is not a conventional line. I create products that I feel are useful and that will bring something different. All our products are natural and thought to bring results. We validate the results with extensive testing. The line is pioneering in the field of natural cosmeceuticals. (Read even more about Cosmetics 27.)

What anti-aging or other advice would you give about skin care?

M.E.: Get to know your skin! You will know how to treat it and maintain it better. Too many women use and abuse products and treatments. Be good to your skin.

Adopt a simple routine, clean your skin gently, don’t abuse the sun (that’s not to say stay away from it!). Massage skin as often as you can, it is a the first step to prevent skin from aging. Drink a lot of water, and don’t smoke or laugh too much!

In terms of skin care, I recommend mixing the different products that you use, in your hands, before you apply them. It helps achieve the right formula and texture for a specific skin. You dose the products better and will know how much you need to apply by testing and feeling different amounts. If you apply them one on top of the other, you might use too much or not get the best out of each product. This is how I use my products; you can adapt them to your needs. For example, if the Baume 27 is too rich for daytime, you can add a few drops of the Essence 27 and you will have your own preferred texture with the benefits of both products. The formulae are all thought to be complementary and not additional. It is not the skin that adapts to the products, the product can be adapted depending on the skin need and condition.

What are you passionate about related to skin care?

M.E.: I am passionate about what will become “integrative beauty”. I am interested in integrative medicine, which is maybe more popular in the US than it is in our countries (Europe). In essence, integrative medicine focuses on the patient’s wellness and health rather than treating a disease. It means that the patient is at the center, and takes charge of his own health. It takes its roots in oriental medicine and therapies, including allopathy, homeopathy, osteopathy and traditional medicine. It’s medicine that treats the body and soul. Beauty will get there! I like the idea that there is not one treatment solution for all, but that we are all different. It has already started in the US with the concept of integrative spas.

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