THE STORY BEHIND AMOUR PROPRE
From 10 years of working in the fashion industry as a model & being exposed to a multitude of beauty rituals, skincare products, and from pursuing my studies in herbalism, now naturopathic studies, I poured all my experiences and things I learned into our line of natural, non-toxic skincare products. My wish was to create a simplified approach to the plethora of skincare products on the market, with a straightforward and "more to offer with fewer products" approach. Our essential products are the fruit of two years of testing, improving and research which I profoundly believe can work and offer results for all skin types regardless of age, gender and skin type.
Every one of our products was formulated with specific botanical ingredients that are optimally combined at specific ratios to enhance their natural abilities and deliver the most to skin. From these ingredients, natural actives and phytocompounds were studied and implemented into their preferred medium to ensure a proper deliver to where they made an actual difference to skin. The more I studied plants & their natural healing possibilities for skin, the clearer it was that not all natural ingredients can deliver results when applied to skin and the method of extraction, the quality and the ratios to which they are combined is what truly can make a natural skincare regimen perform and compare to traditional products on the market.
We’ve broken down the most essential steps of a skincare regiment and elevated each step with a wide range of organic, premium quality plants, seeds, flowers, each selected for their unique set of properties and benefits for skin.
With commitment to science-driven and optimized product formulations and design, our mission was to deliver superior natural & non-toxic products both, in quality for results and in sustainability at every touch point. Non-diluted, and potent, every product is made to offer more uses per bottle than your average conventional product. Additionally, one tree is planted for every product purchased and we are continuously looking for new ways to make day to day purchases of “essentials” be as green, with as positive of a by-product as possible.
My wish is that our customers discover the notion of amplified simplicity, the power of complex & science-backed formulations while feeling great as they indulge in products they love. That is really in essence the self love that we hope to empower our customers with, one that is good for the skin, good for the planet, and therefore, simply good for the soul."
WHAT'S SELF-LOVE GOT TO DO WITH IT
How it all came about
When I founded Amour Propre two years ago, it was at a time where you could say life handed me lemons and I decided to make my lemonade, find my path and make the shift.
Bitter at times, sweeter in others but all in all, a serious blessing and result of the lemons I was dealt with (aren't we all).
Truth be told, I was at one of the lowest points of my life when the idea and name came to me and that on every level, mind, body & spirit. What had always been a quest was now a pressing obligation: finding what I wanted to do, for myself, letting it guide me, bring the best in me and doing it fully.
Over the ten years of working as a model in some of fashion's central cities (I was scouted at 17 and began traveling on my own from that point on) like Paris & Milan, it had taken a toll on my notions of what I understood to be healthy, good for me and how to take proper care of myself. I knew I had to make a choice to either continue on in that career path or move on to a new path. I made the personal decision to go back to university and move back home before I felt it would be too late to.
What I had once learned to be restrictive and disciplined in wellness and life I had labeled as "on track" and "focused" where overworking and pushing myself to limits that exceeded my threshold, and from lack of all the good things including sleep, food, and care for my skin and body were symbols of hard work and success. I didn't restrict foods or calories, but I followed very boring and bland nutrition meals to say the least and gave little importance to sleep until later on in my career. It took me stepping back from what I had known for so long to rethink and relearn what it meant to be healthy, to treat my body with respect, to listen to my skin for what it's asking for and to reconnect with the person that I was. When it came to skin & wellness, it was less about working with my nature and constantly trying to work against it as a quick fix - what would get me that next job, that next shoot, that next goal.
"Self-love" had always been a theme from a young age, my father being a herbalist always kept us close to natural healing & remedies, (...) but ironically it had been years over of drifting further and further away from it.
Once I moved back to Montreal, I returned to school and to spare some personal obstacles, I came to my weakest point. And this is where I came with Amour Propre as an idea that didn't completely make sense, if any but just clicked to be right. Looking back I feel it has been almost an affirmation that keeps me slinging back to self, to self love, to nature, to healing and the right definition of "amour propre".
There is too much to even say about the road that got me to the name but from sleepless nights, to reactive skin, to years of working under pressure with everything but self-love in practice, all I had been reading and learning merged into one place and has felt just right ever since.
In the process of learning herbalism and now naturopathy, I've only gotten closer to an imperfect, happy balance and greater space of consciousness for the way I treat my body, my mind, my skin and the way I use nature in doing so. The more I learned, the more I studied, the clearer its been how powerful botanical ingredients and the science behind them can be used to treat our skin and bodies and support us in living a better life. Just like our brand name has been an affirmation to me, the rituals our products have been designed to make space to inspire the same.
It goes without saying that with a growth in consciousness and gratitude for the gifts nature gives us, we have to be minimizing the damage we are doing and do the best we can in reverting what has been done in the past.