Maya Neuwirth is the founder of Love it Pure and is considered one of Germany’s most distinguished skincare experts. As a state-certified cosmetician, chamber and state winner in her field, makeup artist, and multi-certified skin and active ingredient expert, she brings over 15 years of expertise and experience from the cosmetic and pharmaceutical industries to the development of Love it Pure.

Her professional path combines two perspectives that rarely come together in skincare: work in clinical practice with real people, real skin, and real challenges, and many years of experience in various management positions at international cosmetic and pharmaceutical companies. This combination of practical treatment experience, deep market understanding, and sound professional knowledge continues to shape her approach to skincare today.

Her journey began in direct contact with people in the treatment room. There, she developed a keen sense for what skin truly needs and, equally, for what is often missing in the market. Despite her comprehensive technical expertise and access to countless brands and formulations, she could not find a long-term solution for her own skin concerns that simultaneously met her high standards for ethics, efficacy, purity, and tolerance.

Therefore, she initially began developing her own formulations for herself. This personal search for better skincare became a turning point and later the foundation of Love it Pure.

An additional component of her philosophy is her degree in food science, which has shaped her holistic view of skin health. For Maya, skincare is always part of a larger context involving lifestyle, nutrition, well-being, and health. She does not view skincare in isolation as a cosmetic product, but as food for the skin—something that should be chosen with the same care as what we feed our bodies every day.

At her side is Dr. Dennis Ivanovic, co-founder of Love it Pure. His path to the brand began with his own experience with skin concerns and the direct observation of how significantly skin could improve through Maya's formulations. What began as a personal conviction quickly developed into a shared vision. Dennis brings his passion for longevity, healthy self-optimization, science, and innovative application methods to the brand, complementing Maya's deep understanding of skin with a strong perspective on modern research and holistic health concepts.

Together, Maya Neuwirth and Dr. Dennis Ivanovic have built Love it Pure into a brand born from real experience, personal conviction, and an uncompromising commitment to quality. Not as a trend, but as a new way of thinking about skincare.