Why is cleansing so important?

No longer a rudimentary act of divesting the skin of impurities; the art of cleansing has ascended to sophisticated practice. ‘Cleansing the skin’ nowadays means removing unwanted substances without compromising its structure and function with the aim to contribute to the skin's vitality in the long term and its luminous appearance. It is designed not just for purification, but for a moment of sensory indulgence, fostering an elevated sense of well-being ^[2].

This is why Helena Rubinstein’s Pure Ritual Care in Foam transforms this essential beauty step into a luxurious experience, deeply purifying and nurturing the skin.

A Legacy of Gentle Cleansing

A cleanser must not strip the sebum, lipids or Natural Moisturizing Factors. Helena Rubinstein, a pioneer in the beauty industry, understood the importance of gentle cleansing over a century ago. Her 1902 creation, Valaze Pasteurized Cream, effectively removed impurities while softening and soothing the skin. This philosophy of gentle yet effective cleansing is the cornerstone of Pure Ritual Care in Foam.

©Patrimoine Helena Rubinstein

Can skipping cleansing accelerate skin ageing?

Our skin, a vital protective barrier, is constantly working to protect us. It meticulously regulates the passage of substances into and out of our bodies, while simultaneously guarding against invading chemicals, microbes, and allergens ^[3]. When our skin is functioning optimally, we often take it for granted. However, any disruption quickly makes itself known through discomfort, visible issues, and often, a feeling of self-consciousness. To help maintain its excellent condition, cleansers and moisturizers are essential.

Our skin quality can be impacted by a variety of substances:

• Exogenous contaminants: These come from our environment, including dirt, pollution, or make-up.
• Skin surface constituents: These are natural components produced by our own skin, such as surface lipids (sebum), stratum corneum lipids, dead skin cells, loose hair, sweat

Cleansing routines also need to adapt to seasonal and lifestyle habits. For instance, during summer, we tend to use more SPF and sweat more, requiring an even more adapted approach to cleansing.

Considering future challenges, such as the evolving effects of climate change and associated lifestyle shifts, the advancement of skin cleansing will undoubtedly remain an exciting and highly important area of focus in cosmetic science.

Care in Foam

Pure Ritual Care in Foam offers a unique experience. Its luxurious white cream transforms into a delicate, airy foam upon contact with water. This gentle yet powerful foam effectively removes makeup and impurities while leaving the skin clean, refreshed, and hydrated, never stripped or tight.

The science behind Pure Ritual Care in Foam is equally remarkable. Its specially formulated cleansing base utilizes surfactants to gently lift impurities, capturing them in micelles for effective removal. A complex of active ingredients further enhances its efficacy: Glycolic Acid known for its exfoliating properties, White and Black Rice extracts to protect and help renew cells, and Yeast Extract known to support the skin's natural cleansing process.

When Sensoriality meets Cleansing Efficacy ^[4]

Immediately after first application, the cleansing efficiency is perceived: the product removes external impurities (makeup residues, dirt, dust, pollution…) and perfects makeup removal. Users find it as effective as soap yet as gentle as cream.

After a week, a visible improvement in radiance and smoothness appeared. Skin looks more luminous, with a visibly refined texture and less dullness.

Pure Ritual Care in Foam transcends mere cleansing; it transforms, revealing the naturally radiant skin beneath.

^[1] Greive K., Cleansers and moisturisers: the basics. Wound Pract Res. 2015; 23:76–8.

^[2] Blaak J., Five dimensions of cleansing: A holistic view on the facets and importance of skin cleansing, Int J Cosmet Sci. 2023;45:557–571.

^[3] Voegeli R. & Rawlings AV., Corneocare — the role of the stratum corneum and the concept of total barrier care. H&PC 2013; 8(4):7–17.

^[4] Consumer test on 61 Asian women with all skin types. Application once a day during 4 weeks on wet face and neck

Audrey Gueniche
– Scientific Director

Audrey GUENICHE is a Doctor in Pharmacy and has a PhD in skin biology. She has a distinguished career of over three decades at L’Oréal in Research and Innovation. Her scientific contributions have been in the areas of topical and food supplements of skin, scalp, hair health and beauty. Audrey’s experience is extensive: from vitro to clinical trials, to open innovation and development. She has published over 130 papers in peer-reviewed journals, presented in 80 international congresses and, additionally, has been recognized and guest speaker in 50 plenary conferences. By embracing an innovative mindset, Audrey is passionate in finding new areas to promote actives and formulas, prove new claims and scientific communications, and reinvent evaluations. As HELENA RUBINSTEIN’s Scientific Director, Audrey pursues the brand’s long-standing avant-garde research and science.