This is the story of two women who wanted to put the countryside in a bottle. In fact, this is a story within a story inside other stories. Let us tell you about how something that started on a farm in Western Spain can end up in your home, your desk, your handbag, and, most of all, in your feelings.
Puramente 23 was born in the Eco Farm of Los Confites, located in the small village of Jarandilla de la Vera (Caceres). María Franco, co-founder of the "Lo que de verdad importa" Foundation defines this brand as "a life project to share with others our love for the countryside". Los Confites originally grew seasonal fruit and vegetables, so naturally, the next step in this journey was skincare and senses.
And then Amparo Palma showed up. After working in the cosmetics industry for years with an uncontrollable passion for the therapeutic properties of plants, she arrived at Los Confites and "felt that my botanical formulas had found their place”. She had been researching medical plants and the Iberian botanical richness with therapeutic properties derived from the diversity and solar incidence, and many of these were present in Los Confites. It all came together —the place, the language, the people, the passion— and that’s where Puramente 23 was born.
With kind permission from Garcia Marquez (he hated adverbs ending in -ly) this brand is profoundly modern and profoundly traditional. This is a project made by women to celebrate local culture, Spanish in general and extremeña in particular, and make a positive impact on the community.
Everything about it takes us to the countryside, and that includes the image developed by watercolor artist Sena Cifuentes, Silver Medal in the Royal Horticultural Society Contest for Botanical Watercolour Illustrations.
Puramente 23 has launched two products, a very potent serum made from 23 essential vegetable oils and a lightweight revitalizing mist that smells of rosemary, eucalyptus, cloves, and cinnamon. Both formulas carry nature inside and evolve like an untangling woolen skein, where every ingredient flows to do its job. There is a noble goal in Puramente 23, which is to unite sentiment and efficacy.
Let’s go to the countryside.