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Jul 15, 2023

Maude Circle International introduces Apripure Cosmetics

The dazzling Singapore debut of Apripure Cosmetics on 4 August drew beauty influencers and celebrated names from the cosmetics industry SINGAPORE. Maude Circle International has launched natural

The dazzling Singapore debut of Apripure Cosmetics on 4 August drew beauty influencers and celebrated names from the cosmetics industry

SINGAPORE. Maude Circle International has launched natural beauty brand Apripure Cosmetics domestically in Singapore, with its travel retail roll-out planned for 2024. The brand takes inspiration from the Hunza Valley in the Karakoram range spanning the borders of India, Pakistan and China.

The Nourishing Cream Concentrate incorporates Hunza apricot oil, which is rich in vitamins A, C, E and K

Apripure Cosmetics’ inaugural collection includes five products: Moisturizing Foam Cleanser, Moisturizing Balancing Toner, Concentrated Virigin Apricot Oil, Nourishing Cream Concentrate and Revitalizing Eye Cream. The range is available online and the brand is offering free delivery within Singapore until 8 September in celebration of National Day (9 August).

At the official brand launch event on 4 August in Singapore, Maude Circle International Chairman and Apripure Cosmetics Founder & CEO Angeline Goh remarked: “I developed the skincare line because I was inspired by the Hunza apricot, and the richness and power of the oil. I wanted to share that with women worldwide – that’s my passion.”

More on the horizon: The Apripure Cosmetics range will make its debut in travel retail next year

Our Brands Director Hannah Tan-Gillies caught up with Apripure Cosmetics Founder & CEO Angeline Goh to understand what sets Apripure apart within a highly competitive beauty category; the biggest challenges it faces as a start-up; and why travel retail offers the perfect channel for Apripure Cosmetics to soar.

“Apripure Cosmetics is a brand that is founded in Singapore but made in Switzerland,” said Goh.

“I was inspired by the longevity of the people of Hunza Valley and their beautiful skin and hair from eating the Hunza apricots. Apripure Cosmetics believes in the power of nature and has harnessed the secrets of the Hunza Valley to create a skincare range that delivers naturally radiant and resilient skin.”

The brand noted: “Our products are rich in vitamins A, C, E and K, as well as gamma linoleic acid and tocopherols – all of which work to rejuvenate and nourish the skin from within.”

The Moisturizing Foam Cleanser dissolves impurities and helps soothe stressed skin. The cleanser comes with a brush head applicator and is suitable for all skin types.

The Moisturizing Balancing Toner is also suitable for all skin types and features natural antioxidants that nourish the skin.

The Concentrated Virgin Apricot Oil, which does not leave behind any greasy residue, aims to repair and rejuvenate damaged skin by boosting cell and collagen production. The Nourishing Cream Concentrate delivers immediate hydration and works on improving the skin’s barrier function.

Angeline Goh talked about Apripure Cosmetics’ origin and its expansion plans

Rounding up the range is the Revitalizing Eye Cream, which features a high concentration of the Hunza apricot oil. The oil’s anti-inflammatory properties help reduce swelling, puffiness and dark circles. This eye cream comes with a massager/applicator that boosts product absorption.

Apripure Cosmetics procures ingredients directly from the farmers in Hunza Valley to help conserve and protect the natural resources for Hunzakuts’ future generations. For every bottle purchased, the brand gives back to the Hunza community. ✈

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