this unique texture will revolutionize the world of skincare
We already loved the ultra-clean formulas, with divine smells, from the pretty Californian brand In Fiore. With this unique texture Serum-Cerate, on the border between an evanescent serum and a solid butter, In Fiore is writing a new chapter in the world of beauty. And the result on skin is amazing: the glow seems to radiate from the inside. Exclusively for Vogue.fr, Julie Elliott, the founder of In Fiore, talks about all the secrets of formulation.
For Julie Elliott, the founder of the pretty brand In Fiore, everything starts from a simple observation: “The skin is a sense organ. Scents have the power to cure it.” It is true that there are a multitude of olfactory receptors on its surface. This is why, from the start, the Californian house has been working to find formulas that are as effective on the epidermis as gentle on the senses. Founded according to the principles of aromachology and homeopathy, In Fiore treatments have celebrated plants, ancestral remedies and apothecary formulas for 20 years.
Le futur du baume, tout simplement.
The future of balm, quite simply.
The Fleur Vibrante Balm was already a best seller of the brand. This version, lighter, and yet ultra-concentrated in beneficial active ingredients, is already being emulated among the beauty addicts of California. Inside? A big dose of beta-carotene from carrot oil to restore the complexion and gain skin suppleness, antioxidant calendula and a sea buckthorn extract very rich in omega. Applied all over the face, like a serum, this new formula immediately wakes up the skin's radiance.
Vogue: Tell us a bit about In Fiore… Why did you launch your brand 20 years ago?
Julie Elliott: From a very young age, I have been studying plant signatures and the therapeutic properties of the pharmacopoeia. I am also a big fan of artisanal methods, and what constitutes exceptional raw materials. I like the bond that is created with something consciously realized from beginning to the end. For me, this is pure luxury. And at the time, I was working in fashion in New York, where you could already see this connection, but was completely nonexistent in beauty. This is where I got the idea to launch In Fiore. It was time to highlight ancestral formulas dating from the 18th century, by transposing them to the needs of the moment—all with a new perspective but which respect traditional methods.
How would you describe In Fiore today? What are the main pillars of the brand?
We are a botanical beauty brand whose main focus is on well-being, sensorial expression and aesthetics. We draw on centuries-old traditions, homeopathy, the latest discoveries in science and treatments that have proven to optimize skin function and accelerate cell regeneration.
Our inspiration comes from the infinite potential of the plants we use. This is why it all starts with the selection of ingredients, and the rigorous control of our production chain which, let's face it, is quite complex. For example, flowers and herbs are subtle. And if an organic ingredient is not properly handled in the process, then it is no longer worthy of its label. Being certified organic is not a synonym for quality. There are so many more parameters in the equation! First, we only use ethically sourced plants. But above all, we respect its entire vital process. That is to say that we harvest them only at perfect maturity, when they are richest in vitamins, minerals, enzymes, proteins, vitality and energy.
Our formulas are inspired by the knowledge of Materia Medica (therapeutic properties of ingredients to stimulate our body and mind), also called vital force, tone, flow. We are also interested in Anthroposophy, the spiritual ideas of the Austrian Rudolf Steiner. We are convinced that the esotericism and the chemistry of an ingredient allow us to go further in the matter.
Where did you get the inspiration to imagine the new texture of Fleur Vibrante Serum Cerate?
Years ago in my lab, I think it was 2011, I was testing textures for a project. In the process, by mistake, I gelled an oil, without using texturizers or synthetic emulsifiers. The feeling on the skin was incredible, and unlike anything already known, it was a whole new approach to skincare. However, I failed to recreate it later, with the same stability and consistency. Until now…
What are the advantages and benefits of this new texture?
Fleur Vibrante Serum Cerate represents a whole new era for In Fiore. An era where we preserve the integrity of artisanal processes while making scientific and technological progress. In this formula, we have optimized the concentration, the release of the active ingredients and their effectiveness. Skin permeability was at the top of our priority list, so it looks like a gel but is absorbed instantly like a serum. This texture is made to respond to the most significant skin problem of the moment: stress. Our French laboratory with which we work has successfully achieved the feat of extracting all the potential that a plant has to offer: its color, its components, its fragrance, without using heat or aggressive extraction. For example, the calendula has exactly the same smell as a fresh flower picked from a field. It took 52 tries to arrive at the perfect formula!
This unique texture will revolutionize the world of skincare.
What are the 3 In Fiore products that you cannot do without today?
Every day, morning and evening, without exception, Fleur Vibrante Serum Cerate and Vis Clair Suprême Firming Eye Complex. I could very well survive with these two products if I had to and still have healthy skin. For the body, it's Calendula Botanical Solution. I also use it for lymphatic drainage of the face and as a treatment for the scalp. This is clearly the product to take if you have to end up on a desert island! Calendula has so many saving properties. It's gentle, yet powerful, incredibly nourishing, safe in daily use, and works great for all skin types.
Shop Julie's Top Three Products
Firming Eye Complex