by Shawn Binder on 09/19/2019 | 3 Minute Read   To launch a skincare line in today’s oversaturated beauty market, you need to be confident that your target demographic will be on board. With the launch of Plenaire, a new UK-based brand, they’ve gone to the source, working closely with a Gen-Z focus-group that likely helped shaped HBO’s Euphoria as well?   The goal was to create a direct-to-consumer brand that spoke to a younger audience seeking out accessible luxury.     The packaging for the line they developed with the help of design firm Pentagram skews minimal, with the tubes light, pastel-pink and signature lilac (named ‘Cresyl’ after the purple histological stain cresyl violet) with small particles to add a layer of texture. Minimalist, yet striking enough to work into your “shelfies,” the design of Plenaire comes elevated without being overly flashy. Their online presence is also minimalist and inclusive, as any brand speaking to Gen Z should be.   “Plenaire’s typeface is a custom version of La Nord," Pentagram wrote of the project. "The sans serif was named after a beach on the coast of southern France, which is known, ‘both for its relentless surge as well as its fragile nature,’ and the typeface captures this through the contrasting weight of its strokes.”   In terms of the line of products and the particles that appear on each package to give a sense of rawness, they said “each product is associated with one of three essential skincare routines; that cleanse, relax and energize. These three functions are represented by a pattern of particle densities.”     Plenaire, whose name comes from the French phrase “open-air,” was developed by Namrata Nayyar-Kamdar; who is veteran in the cosmetics industry with over 16 years of experience in managing and developing personal care and beauty brands with global cosmetics giant Unilever. Plenaire hopes to help redefine how we see “clean beauty.”   The current lineup includes eight products: Rose Jelly makeup remover, a 3-in-1 exfoliating clay dubbed Tripler, hydrating mask Skin Frosting, and moisturizing gel and Violet Paste blemish treatment Droplet, all of which are available to purchase online now. Daily Airy foaming cleanser, exfoliating skin tonic Brightening Elixir, and Vapour, a mist, will release shortly, so everyone get their credit cards ready.     When Plenaire approached Pentagram, they turned to a Gen-Z focus group to zero in on how their product would stand out from other brands who promote clean skincare. They noted that what brands were doing wrong was that they lacked sustainability components. Plenaire doubled-down, and as a result, the products arrive in packaging that’s recyclable, biodegradable, and BPA-free. This includes everything from the bottle caps to the cardboard cartons.   To go the extra mile, Plenaire is working closely with recycling juggernaut TerraCycle to roll out a Closed Loop Recycling partnership in the UK. This means that anyone who purchases Plenaire will eventually have the option to recycle in stores or at a designated drop-off location.   With Plenaire joining the ranks of sustainable beauty brands, and focus-group founded research proving that Gen-Z cares about the brand’s level of environmental impact, the writing is on the wall. If beauty brands want to survive the rise of competition, they’ll need to adapt or get left behind.

In recent years with our collective, ever-growing interest in skincare, it seems like we’re inundated with choice of brands and products, all promising to salvage our skin. It can be difficult to find products that actually work for your skin type and do what they say they will, as well as looking aesthetically-pleasing enough for your Instagram #shelfie pics. It gets tougher still when you’re searching for items that are sustainable and vegan as well.   Enter Plenaire: the new UK-based brand whose debut offering is a pared-back selection of essential products for an easy and effective skincare regime. Created by Namrata Nayyar-Kamdar who has over 16 years of experience in managing and developing personal care and beauty brands with global cosmetics giant Unilever, Plenaire is redefining how we see “clean beauty.” The current lineup includes eight key products: Rose Jelly makeup remover, Tripler – a 3-in-1 exfoliating clay, Skin Frosting – a hydrating mask, Droplet – a moisturizing gel and Violet Paste blemish treatment are all available to purchase online now. Daily Airy foaming cleanser, Brightening Elixir – an exfoliating skin tonic and Vapour – a mist, are all set to release shortly.   When developing the brand and product offering, the Plenaire team worked closely with Gen Z focus groups to discover what they want and need when it comes to skincare, and where they think other brands may be going wrong. Sustainability was of utmost importance and the brand has worked hard to ensure that the products arrive in packaging thats recyclable and biodegradable and BPA-free, including everything from the bottle caps to the cardboard cartons. Additionally, Plenaire is hoping to soon work with TerraCycle in the UK to develop a Closed Loop Recycling partnership. Another key factor was vegan formulas – Plenaire’s products are UK-made, 100% vegan, cruelty-free and packed with clean ingredients. It aims to be transparent, with the full ingredient list being available to see online so you know exactly what you’re putting on your skin.   Of course, brand identity is pretty much just as important as the products themselves in the age of social media, and Plenaire’s is as distinctive, inclusive and Instagrammable as you’d imagine any brand developed with Gen Z in mind would be. The signature lilac hue, minimal branding and the campaign imagery that embraces diversity make it clear who Plenaire’s target market is, although the formulation ensures that many products will be suitable regardless of your age.   You can shop selected items online now at Plenaire’s web store – stay tuned for more updates from this emerging beauty brand.    

If cult beauty favourites Glossier and Mario Badescu teamed up, the result would look a lot like new skincare brand, Plenaire.   While the name, which means 'painting in open air', sounds more at home in a French pharmacy, Plenaire was actually born here in the UK. Although the brand is still relatively under-the-radar, it is starting to pique the interest of beauty editors, bloggers and skincare-obsessives alike – and for good reason.   The Instagrammable aesthetic, cruelty free and vegan status, and eco-friendly approach to packaging suggests that Plenaire is set to rival the innovative brands we all know and love, such as Glossier, Lixir Skin and The Ordinary. Shelfie-worthy and sustainable, products are housed in fully recyclable bottles, jars and biodegradable cartons, which are PEFC and FSC accredited. Plenaire is also in talks with TerraCycle, a recycling company developing zero-waste solutions, to explore a closed loop recycling partnership.   For founder Namrata Kamdar, a 'cleaner' approach to skincare was always going to be at the heart of the brand. In the majority of individual cases, dermatologists argue that ingredients like mineral oil, parabens and silicone won't harm or irritate your skin, but Plenaire has chosen to formulate its products without these and lots of other components that many of us are looking to cut out of our skincare routines. Instead, the focus is on proven ingredients such as salicylic acid to unclog pores, kaolin clay for absorbing excess oil, azelaic acid for exfoliation and calming redness, and hyaluronic acid for deep hydration.   "Everything you’ll see from Plenaire today is a direct result of us talking to young people about their daily lives, anxieties and most importantly their relationship with skincare and beauty," Namrata told R29. "Firstly, our ethos is different because it’s all about sustainability and simplicity. Another big thing we found was that people didn’t want to buy a lot of different products. Instead, they wanted multitasking hero products."   With moisturisers that double up as masks and an exfoliator with deep cleansing properties, products can be mixed, matched and subbed in or out depending on your skin’s needs. The names roll off the tongue, too: Skin Frosting (a hydrating mask), Droplet (a lightweight gel moisturiser) and Rose Jelly (an Instagrammable pink makeup remover) are just a handful of products in the collection, not to mention a spot treatment, Violet Paste, which is reminiscent of Mario Badescu's famous Drying Lotion.   It isn’t all about aesthetics though. Head to Plenaire’s Instagram page and you’ll see that the brand transcends boundaries of gender, ethnicity and more. "Our brand is more of an attitude," said Namrata. "We take inspiration from Gen Z in particular, so there is a focus on mindfulness and open-mindedness, not to mention transparency."   Of course, efficacy matters, too, so what’s really worth your money? The beauty editor-approved Rose Jelly makeup remover is similar in texture to Glossier’s Milky Jelly Cleanser, and although lightweight, emulsifies fast and removes heavy makeup (including multiple layers of mascara and liquid lipstick) in one rinse.   Perfect for those with acne-prone skin, Droplet is a featherweight gel moisturiser with added salicylic acid to exfoliate deep inside pores, and contains both glycerin and hyaluronic acid to moisturise, hydrate and plump skin from the inside out. It also makes for a brilliant primer under makeup and prevents excessive oiliness throughout the day.   Namrata’s hero is Tripler. "This is a 3-in-1 product and the one I’d take with me to a desert island," she told R29. "It can be used as a mask but on contact with water the texture changes and emulsifies into a face wash. It absorbs oil, decongests pores and gives skin a real deep cleanse. It’s also a great, light exfoliant."   What makes Plenaire a little more accessible than other brands is that you don’t feel any pressure to splurge on absolutely everything. Products like the spot treatment and exfoliator will work well alongside things you already rely on in your daily routine, such as foam cleansers and night creams.   Starting from £24, the 8-strong collection is already available online with the exception of the Daily Airy Foaming Cleanser, Brightening Elixir Exfoliating Skin Tonic and Vapour Hydrating Fragrance Mist, which are coming soon. In the meantime, a handful of products including Violet Paste, Droplet and Skin Frosting are ready to buy – and we expect a sellout.