Formulated in Korea with nutritionist Valérie Espinasse, the INUR range focuses on ‘after-hours’ skincare designed specifically to work for best results as you sleep.
INUR was founded by ex-CEO of premium French beauty brand BY TERRY, Marion Assuied, and nutritionist Valérie Espinasse. The brand is a pioneer in the global wellness system for skincare and uses only natural and clean skin nourishing ingredients, such as aloe vera, matcha (from Jeju Island – an UNESCO world heritage site to ensure premium quality), and pre and probiotics, which are all rigorously tested and clinically proven to actively work with the skin’s own natural system. INUR is also the first beauty brand to launch a full holistic programme of nutrition, exercise and lifestyle coaching.
We spoke to co-founder Assuied to find out a little more.
How did INUR come about?
I founded INUR after leaving my role as CEO of premium French beauty brand BY TERRY. I started to practice yoga and meditation after experiencing a huge stress breakdown, and this was the catalyst for the INUR brand’s creation. After years of bad sleep and a crazy lifestyle as a mother, a woman and CEO , I started to see a nutritionist to get more energy and serenity and balance in my life. I realised that I was spending hours on my body’s health and should start to work on the health of my skin the same way. Skin is the largest organ of the body, and our face is the most exposed area. I decided to work closely with nutritionists to build an in and out program for my own skin health – and the concept of INUR was born.
INUR’s co-creator is nutritionist Valérie Espinasse who specialises in anti-aging, phytotherapy and naturopathy. Valerie validates all INUR formulas and concepts. She selects and trains INUR Skin Health coaches.
What’s the one product in the range that everyone should try?
The INUR Renew Sleeping Mask is one of the most popular products in the range and always gets the best reviews. It is perfect to use at night if you want to wake up to a more youthful looking glow. This powerful overnight mask restores, revives and refreshes skin whilst the body rests. The Renew Sleeping Mask combines an active formula highly concentrated (47%) of Aloe Vera, Matcha, Pre and Probiotics, and AHA to give a radiance-boosting and bouncy glow to skin, while protecting the natural microbiome. It shows proven results: 94% said the skin was hydrated and nourished after use and 92% feel the skin looks smoothed.
INUR is formulated to work in sync with your skin’s natural rhythm. Taking care of your face before bed is probably the most crucial part of any skincare routine. While the body rests, the natural cells’ skin renewal is boosted. The highest number of cell divisions occurs between midnight and 1am and the lowest between 12pm and 1pm. The skin absorbs active ingredients in optimal conditions at night. Benefits are improved and results are enhanced.
What is clean/natural beauty and why is it important?
At Inur, we are committed to pursuing what is the very best for our skin, body and for the planet. Every drop of INUR is made from 100% natural ingredients. We celebrate the power of nature in its purest form, and we don’t need anything else. We are free from toxins, artificial substances and parabens, as well as being cruelty free and vegan. All our packaging and products are 100% sustainably-sourced and recyclable. When creating the range we were inspired to create a range that did good for our skin and wellness without impacting our planet.
At INUR, clean is natural. When using 100% natural ingredients, you can’t mislead the consumer, and knowing where these ingredients came from and how they were cultivated is key. We select our ingredients in Juju island, which has clean winds from the Pacific Ocean with intense sunlight, and mineral water that has passed through volcanic rock area and is a land with optimal conditions for plant growth. Plants grow clean and in the best condition in the Island, and show better efficacy for the skin.
What are the benefits of using clean beauty?
Clean beauty is capitalising on the powerful effects of natural ingredients to nourish us from the inside out, and supports skin as a living, breathing entity that calls for us to support it every day. With natural products, you are offering your skin something that will be respectful and good for it. To restore or boost skin’s health, beauty needs healthy ingredients and formula to maximise the effects. That is why, at INUR , we are also adding in the nutrition requirements for beauty as well as the skincare.
Should more men try natural skincare, and if so which product in the range would you recommend?
Yes absolutely! Just like any beauty products, men’s skincare can also be full of chemicals and parabens which can be harsh on the skin. By turning to natural skincare you can enjoy the benefits of chemical-free products, with neutral packaging and subdued scents that don’t smell artificial.
I would recommend the Replenish Night Shot – this is the preferred one if you have dry skin. Maybe you get dry skin from shaving, have been out in the sun or have been partying a bit too hard – the Replenish Night Shot will quench thirsty skin overnight and give deep hydration and a plumper-looking skin upon waking thanks to its formula activated with two super ingredients that stimulate hydration; Aloe Vera and Hyaluronic Acid.
In the morning, skin will feel smoothed and soothed, and the complexion will look unified, be glowing and ready to start the day. One application of Replenish Night Shot is activated by 30% of concentrated Aloe Vera, it’s suitable for dry, sensitive and blemish-prone skin. 87% feel their skin is softer and fresher, plus it offers an 108.3% increase in moisturising level.
You can purchase INUR beauty at inurbeauty.com.
