Drawing upon the worlds of Japan and France, EviDenS de Beauté is injecting a new found romance into skincare. Inspired by his wife, founder Charles-Edouard Barthes is a pioneer when it comes to anti-aging formulas that catered to sensitive skin. Loved by spas around the world including Rosewood in Abu Dhabi, its latest line looks to the hydration and encouraging the natural production of collagen in the dermis.
What is the story behind EviDenS De Beaute?
My wife is Japanese and loves cosmetics. In fact, she could be defined as an “anti-aging junkie”. The issue is she always felt disappointed with the results. Products were overpromising. After use, she didn’t feel the expected level of efficacy and was upset by this under-delivering. Even more importantly, she has very sensitive skin and found it difficult to find formulas that respected her this.
From these observations, in order to honor and preserve her beauty, I decided to create EviDenS de Beauté.
What is the philosophy behind the brand?
EviDenS de Beauté is an anti-aging line that delivers strong anti-aging results at the same time as protecting the most sensitive skin. It is the perfect combination of two worlds, Japan and France. It combines the technicity, cosmetic know-how and scientific rigor from Japan, together with a French touch of elegance in its design and packaging. It uses exclusive fragrance from Grasse, and Eau de la Foux as a booting agent for all formulas.
How are Asia and the West similar in terms of beauty?
All women are looking to feel happy and confident, whatever their age. Beauty is defined by how self-confident a woman can be. Therefore we are working to give women the best tool to recover a glowing skin and feel beautiful. The best compliment we can receive is when a customer is thanking us for feeling beautiful.
How do they differ?
The most important difference is in the approach. In Asia, women consider their beauty is expressed by the beauty of their skin; they have a preventive approach, which means, they take much care of their skin, they start choosing high qualitative formulas from their early ages. This approach helps postpone and avoid the formation of wrinkles, sagging, and pigmentation irregularities. In the Orient and the occident, women tend to start using effective formulas when problems appear, much later and in a corrective approach.
When it comes to formulation what is key for your products?
All formulas fully respect sensitive and delicate skin while ensuring visible anti-aging results. Associating mildness and efficacy is key. A spectacular attention is also given to textures, they are all exquisite and extremely refined.
Do you use a stand out ingredient?
EviDenS de Beauté Triple Collagen® is unique in the world and registered. This association of three different sized collagens was discovered through medical research with Prof Ishibashi and the biomolecular research teams of the National University of Hokkaido and the Japanese National Research Institute. Triple Collagen® is extracted from an extraordinarily resistant salmon living in the very pure and very cold waters of Hokkaido. It provides exceptional effectiveness with three different sizes of collagen, each targeting three skin layers:
-Micro: Penetrates deep into the skin to encourage cellular regeneration.
-Medium: Captures and seals water in, to provide skin with optimal nourishment.
-Macro: Hydrates the outer skin surface by creating a protective and moisturizing film.
Could you tell us about the signature scent you created?
Our exclusive fragrances are created in Grasse, creative soil of the French perfumery industry. The signature essence evokes a delicate bouquet of rose, jasmine, and tuberose. The “Garden of Grasse” fragrance reminds our founder of his childhood in the South of France.
What is the process when creating new products?
From the first idea to the final products, there can be many ways. I would focus on the most important points. Before finalizing a formula, we go through formal assessments in Asia and in France with questionnaires and pictures. We ensure that the textures and the levels of efficacy meet our requirements. All testing procedures are realized in Japan. Regarding the packaging, we work with a very limited number of suppliers as our quality standards are very high and can only be reached by a short selection.
What is the concept behind your facials and face treatment rituals?
Because beauty is about scientific efficiency and personal emotions, EviDenS de Beauté has created unique voluptuous face care spa rituals combining technical excellence and celebration of senses for ultimate beauty experience. We have developed exclusive massage technics inspired by Japanese traditions and acupressure points, to ensure unprecedented efficiency and pleasure in our face care rituals. They are also inspired by the ancestral Tea ceremony “Kagayaki No Saho” where each stage, dosage, and gesture is of key importance. We have articulated our rituals in precise successive stages for in-depth action and visible long lasting beauty results.
Are you working on any new launches?
We always work on new products to fulfill the uncovered need of women in cosmetics. At the same time, we also constantly work on product improvement, motivated by the Japanese Kaizen principle of the never-ending quest for perfection.
EviDenS De Beaute is available at the Rosewood Hotel, Abu Dhabi