Dans l’univers de la cosmétique, un secteur ultra concurrentiel où les clients sont de plus en plus exigeants, il est essentiel pour les marques de se différencier tout en répondant aux nouvelles attentes des consommateurs. Fini les produits inefficaces aux formules douteuses et aux ingrédients controversés, place à la naturalité et à la performance. Graine de Pastel a fait de cette nouvelle ère son ADN en proposant des soins naturels, mais pas que !
Graine de Pastel, l’histoire d’une plante ancestrale.
L’histoire de Graine de Pastel a germé de la passion du pastel de Carole Garcia, fondatrice de la marque. Connu originellement pour ses qualités tinctoriales, cette plante était également utilisée au Moyen-Âge pour ses vertus dermatologiques notamment cicatrisantes. Inscrite durant des siècles à la pharmacopée française, elle sera peu à peu oubliée des étagères des officines avant de disparaître complètement au XIXème siècle.
Protégée au Conservatoire National des Plantes Médicinales, les graines de pastel ont été remises en culture il y a près de 25 ans. Inscrite dans le patrimoine français, le pastel fleurit aujourd’hui de nouveau dans le Sud-Ouest de la France grâce à des agriculteurs passionnés.
Des soins à l’efficacité prouvée.
Déterminée et convaincue des bienfaits du pastel, Carole Garcia a mené près de 17 ans de recherche, en partenariat notamment avec l’institut polytechnique de Toulouse, afin de prouver les propriétés dermatologiques du pastel et plus particulièrement de son huile. Ces études se sont avérées fructueuses et font l’objet à ce jour de 4 brevets ! Elles ont permis de révéler les bienfaits de ce remède de beauté : protecteur, il renforce la barrière cutanée tout en prodiguent un pouvoir nutritif excellent. L’huile de pastel possède également des propriétés antioxydantes, idéales pour aider la peau à mieux se défendre contre les agressions extérieures, la pollution, les radicaux libres… Enfin, les protéines de pastel sont quant à elles un puissant actif anti-âge. Elles agissent sur la synthèse naturelle du collagène.
Une charte de formulation stricte.
Depuis sa création, Graine de Pastel a fait le choix fort de proposer des soins naturels, composés pour les soins visage à minimum 95% d’ingrédients naturels ! Dépourvus de parabènes, d’huiles minérales, de phtalates, de sulfates, de silicones ou encore d’ingrédients soumis à polémiques, les formules des soins se veulent propres et saines pour toutes les peaux. Oui, toutes les peaux ! Même celles de la gente masculine. Les soins sont en effet non-genrés, permettant à tout un chacun de profiter de leurs bienfaits.
Graine de pastel, une marque éthique et engagée
Les questions environnementales sont de plus en plus importantes aussi bien chez les marques que dans le cœur des consommateurs. Graine de pastel poursuit un objectif au quotidien : préserver les ressources de la planète. C’est pourquoi elle a fait des choix concrets en utilisant des matériaux recyclés et recyclables comme le verre, l’aluminium, le papier…, des encres végétales, elle a supprimé ses étuis lorsqu’ils étaient inutiles… Quant au plastique, il est banni !
Pour réduire son empreinte carbone, toute la production est en circuit-court : moins de 100 km séparent les acteur participant au succès de la marque.
Graine de pastel a par ailleurs créé une coopérative agricole, la « coopérative Agro-Ressources » permettant d’assurée une agriculture raisonnée tout en offrant un juste prix aux agriculteurs. Grâce à la mise en place de cette filière unique au monde, elle garantie un commerce équitable, local et bien évidemment français !
Et les engagements sociaux dans tout cela ?
Graine de pastel collabore avec L’ESAT de Toulouse, un établissement de service et d’aide par le travail accueillant au quotidien des personnes adultes en situation d’handicap. Partenaire depuis la création de la marque en 2003, l’équipe de ce centre réalise la pose d’étiquettes, le conditionnement des savons en sachet, la mise sous étuis, le façonnage coffret de Noël… Cette action permet aux travailleurs de gagner une certaine indépendance et une autonomie financière.
Graine de pastel a fait le pari ambitieux de miser sur une plante longtemps disparue : le pastel. Après des années d’études et de multiples brevets, la marque a su dévoiler les vertus de ce remède de beauté unique. Elle a fait notamment des choix forts en s’engageant d’un point de vue écologique et social.
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