Love it Pure was not born out of a desire to create just another skincare brand. The brand was born from an experience many people know: the hope of finally achieving an improvement in their skin with a product, and the disappointment when that, in the long run, simply does not happen.

Maya Neuwirth and Dr. Dennis Ivanovic knew this feeling from their own experience. Despite a market full of products, promises, and active ingredients, they felt something essential was missing: skincare that doesn't just work in the short term, but makes sense in the long run. Skincare that is effective without overwhelming the skin. Skincare that is safe, tolerable, and consistently well-thought-out. Skincare you can rely on.

For Maya, this gap became particularly clear through her work in cosmetic clinics, product development, and the cosmetics and pharmaceutical industries. For many years, she supported people with sensitive, reactive, impure, or imbalanced skin and saw time and again how much conventional skincare misses the skin's actual needs. Rigid categories, rigid formulations, and constantly new products often did not lead to more clarity, but to even more uncertainty.

From this came a central realization: The skin is not the problem. The problem is often the approach. Because skin is not a static skin type, but a living organ that is constantly changing – due to stress, hormones, weather, lifestyle, and life stages. That is exactly why it does not need a rigid routine, but a system that keeps up with it.

That is how Love it Pure was born: as a new generation of skincare. Not as a collection of individual products, but as a skin-adaptive skincare system that focuses on the skin's actual needs. A stable Basic Care forms the constant foundation. Building on this, targeted boosters are added to provide support wherever the skin currently needs a boost. In this way, skincare does not become a constant restart, but a clear, long-term journey.

Love it Pure therefore stands for a new form of skincare: precise, highly tolerable, plant-based, effective, and intelligently adaptable. For people who want more than just to manage a skin problem, but rather to achieve the best version of their skin – today, in every stage of life, and for the long term.