Quick fixes, potent ingredients, unnecessary treatments—over the past few decades, and especially in recent years, skincare has become a mix of promises and hype. For every story of a skin transformation, there are countless others about people with sensitive skin who damaged their skin barrier trying out a trendy ingredient. Or worse, someone who sensitized their skin with products that were simply too strong.

When we started building Amoureux, we began by listening to real people share their skincare concerns and biggest fears. We asked about products they wanted to use but were afraid to try and dug into the origins of those fears. We heard dozens of anecdotes about products that “burned their faces off” (sometimes literally, sometimes figuratively). If you’ve ever had one of these experiences, you know it often leaves you with two options: turn to basic, no-frills products, or play a game of trial and error with “high-performance” products.

Through these conversations, we realized we’ve been conditioned to equate “effective” with “potent.” But at what cost?

At Amoureux, we’ve chosen to build our ethos around the idea of softness because this push for intensity plays out in so many areas of our lives. We’re led to believe that ambition demands relentless grind, even if it comes at the expense of our well-being. We often feel guilty or undisciplined for choosing rest. Haven’t we all been taught, “No pain, no gain”?

Instead, we embrace duality in everything we do. We believe skincare can be high-performing and gentle. Our voice can be bold and timeless. Our formulas can be sensitive-centric, but not simple. This is sensitive care without compromise.

Welcome to the Soft Side.

xo,

The Amoureux Team