There’s true excitement when one gets invited to a luncheon and preview at The Modern not just to enjoy the food which arrives like a work of art on every plate, but to get a chance to see a brand new skincare line before it actually is in the stores. So I was truly excited to attend an event in late January for Purity of Elements with Chief Creative Officer and Founder, Sheri Poe.
Purity of Elements is not just another same old-same-old skincare collection. It caught my attention for several reasons, the first being that it celebrates the healing heritage of the brand’s Santa Fe New Mexico home. There is just something mystical about Santa Fe — the colors, the food, the spiritual feeling you get there, and of course, the strong tie to nature. It isn’t an accident that some of this must come from the Founder, Sheri Poe, who is a socially conscious entrepreneur and an avid practitioner of yoga, Pilates and meditation.
Purity of Elements has all those things and more. It blends natural ingredients with high tech formulas to create anti-aging products that make you feel good about them, almost before you open up the containers. The packaging is beautiful, with gold and copper sunburst designs that bring you make you want to know what’s inside. There is that body/mind/spirit connection and you feel it. “I learned from an early age that maintaining a youthful glow is about more than just great products. It’s important to nourish the body, mind and spirit in order to look and feel your best, which is what the spirit of Santa Fe represents.” say Poe.
But it is the ingredients, the formulas and the products that make up a skin and bodycare line, and that’s what you are paying for, of course. The Purity of Elements Skin Care Collection features the healing and restorative benefits of copper, a proven anti-aging ingredient that helps boost the skin’s production of collagen and elastin. The line’s proprietary Copper 5 Complex™ has naturally-occurring copper salt plus a powerhouse of antioxidants including white tea leaf extract, grape seed extract, green tea leaf extract, and Vitamin E, all of which help to rejuvenate and repair the skin.
What editors were there to experience at The Modern was the new skincare collection (with the copper packaging) that just launched with five core products:
Daily Detox Exfoliating Cleanser: A cleanser that gently exfoliates the skin and detoxifies pores without stripping, for an instantly silky soft complexion. MSRP: $29 for 5.0 fl oz/150 ml **This is a lovely cleanser that gently exfoliates the skin and detoxifies pores without stripping is a big plus. This one has the POE Copper 5 Complex™ along with Soybean Oil to build natural collagen and increase skin elasticity while preventing inflammation; White Tea Extract to encourage longer moisture retention and brighten and even skin tone; Jojoba Oil to hydrate, and Goji Berry: Packed with powerful antioxidants that help neutralize the free radicals that damage your skin.
Radiance Face Serum: A balancing and hydrating serum that helps diminish the appearance of fine lines and wrinkles, while restoring radiance for a luminous, even complexion.MSRP: $60 for 1.0 fl oz/30 ml ** Serums are highly concentrated, and this one balances and hydrates while helping to deal with fine lines and wrinkles, evening skin tone, and adding luminousity back into the skin. This one arrives in an airless pump bottle, which I love. It also has the proprietary Copper 5 Complex™ along with Rose Hips which are high in vitamins, antioxidants and essential fatty acids to help correct dark spots and hydrate the skin while aiding in the repair of fine lines and wrinkles; Honey for hydration; and Sweet Almond Seed Extract: Rich in vitamins A, B and E to moisturize and rejuvenate the skin. Smoothed onto face, neck and décolleté after cleansing, it appears to have good ingredients, at an affordable price.
Renewing Eye Cream: An antioxidant-infused eye cream that instantly hydrates and brightens the eye area by decreasing the appearance of fine lines, puffiness and dark circles for a luminous, even complexion. MSRP: $45 for 1.0 fl oz/30 ml **Despite the fact that I despite eye creams (or any creams) in screw top jars, one of my favorite products in this new line is the eye cream. It is soft, soothing, and seems to pick up the eye area quickly, de-puffing without being greasy or heavy, or causing distress for those with sensitive skin. Featuring the Copper 5 Complex™ it also has an antoxidant powerhouse in pomegranate which also has vitamins K and C, potassium, copper, zinc and iron to instantly de-puff and condition the skin around eye area; Red Tea which contains the special enzyme superoxide dismutase to help fight off environmental aggressors and free radical damage; and Lemon Peel that has flavonoids and vitamin C to help brighten dull skin, and minimize dark circles for a visibly brighter eye area. You can use it twice daily. It’s a lovely eye cream and a really good find at just $45.00.
Age-Defying Moisturizer: A lightweight moisturizing lotion that delivers immediate and lasting hydration, leaving skin feeling soft and supple.MSRP: $50 for 1.7 fl oz/50 ml **This lightweight moisturizer could become a favorite of mine. It contains the Purity of Elements proprietary Copper 5 Complex™, an antioxidant rich cocktail of potent ingredients to improve the appearance of skin radiance, luminosity, texture and smoothness and to help reduce the appearance of fine lines and wrinkles. The other key ingredients include Rosemary Leaf Extract to slow down signs of aging by stimulating cell growth to reduce fine lines and wrinkles; Zinc: to promote regular cell growth and regeneration and to help heal damage caused by aging and environmental stress; and Soy Protein to provide immediate and lasting hydration to the skin’s surface while offering aanti-aging benefits due to high concentration of isoflavones. Thumbs up to the copper-topped pump container. My only wish is that it also had SPF, but I was told that another product is being developed that will have sun screen in it.
Pore-Minimizing Clay Mask: A nourishing and detoxifying clay mask that helps draw out impurities from deep within the pores, leaving the skin feeling clean, soft and refreshed. MSRP: $58 for 3.4 fl oz/100 ml **I have always believed that if you like a product, you will use it, so I’m giving a thumbs up to the Pore-Minimizing Clay Mask even though I personally don’t like facial masks. But this one is rich, luxurious and creamy, not hard, thick and muddy, nor does it have a heavy “dirt” scent like a lot of clay masks do. It’s easy to apply and feels refreshing and it doesn’t leave your skin dry or irritated. It help to draw out impurities from deep within the pores, leaving the skin feeling clean, soft and refreshed in just 5-10 minutes (so it is quick). As with all the other products, this one has the proprietary Copper 5 Complex™ but it also has Kaolin Clay to excess oiliness and purify the skin, and draw out dirt, toxins and other impurities; Orange Extract helps the skin glow and it’s high in vitamins C and E so it protects against free radicals; Lemon Peel Extract is full of flavonoids and vitamin C to help brighten dull skin and enhance clarity, glow and softness; and Vitamin A contains age-fighting nutrients to reduce wrinkles, fade brown spots and deliver hydration for improved tone and texture. The jar is large and you don’t need a lot, so it will last a while. Use it once or twice a week to keep your skin soft and you will start to see results.
My Initial Impressions: I’ll admit that it was the copper packaging and design that first attracted me, but once I tried the products, it was the pleasant formulas and the fact that All Purity of Elements products are free of parabens, sulfates and phthalates that sold me on this new line. All of the serums and creams are fast absorbing with lovely scents that please but don’t overwhelm. The Moisturizer and the Face serum were non-greasy, and the key ingredients are listed right on the packaging of all of the products. I’ll cut a new line some slack, but I wasn’t the only editor who said “bad choice” for screw top jars on the facial mask and especially the eye cream (a very silky, luxurious eye cream at that). There is no applicator included, which means you’re sticking your fingers into a jar, instantly beginning the contamination process, then sticking that cream next to your delicate eye area or on your face. Even if you use a jar of cream up fairly quickly, it’s not the best kind of presentation. Also when dealing with eye cream, an airless pump is not just a safer bet, it will deliver the proper dosage of the cream. With a jar, you’re never quite sure how much you are supposed to be using.
Charity is good for the spirit, too! The company has launched a philanthropic endeavor, P.O.E. IMPACT, which is committed to ending violence against women, a personal passion of Sheri Poe. P.O.E. IMPACT advocates for awareness and positive change, using its voice to amplify the voice of others and give voice to those who have none. P.O.E. IMPACT funds, and is a conduit for funding to, those individuals, groups and organizations that can effect change at the highest level with far reaching and broad impact. Thumbs up for this effort, as well as for great skincare!