The world of skincare has always belonged to me, perhaps since I was eight years old with the appearance of psoriasis on my body. For me, choosing any cosmetic was complex, I have always had a complicated relationship with my skin. I have wanted to 'change' my skin, sometimes to 'run away' from my skin, at others, to feel ashamed of my skin. When you start approaching beauty in this way, you immediately have an idea of skincare not as a beauty-only product but as a functional product, which must act and be effective beyond beauty. Over time I have become aware that my skin is what it is, that it must be preserved, using the best, and respected in the best possible way. Which means accepting and liking ourselves exactly as we are. And that is exactly the idea I have always had for Purophi: a cosmetic that is first and foremost effective, functional, clean, natural and proudly Italian. 

The desire to realise my great dream combined with passion plus a pinch of courage drove me to give light to this wonderful project.  

Purophi was born in 2014, the first independent Italian skincare brand to speak of 'green' chemistry, sustainable chemistry with a natural soul. I started from a simple concept: what is bad for the skin is bad for the planet. I like to propose chemistry that is too often demonised in support of nature, because cosmetics must be effective and performing, as well as natural. I propose the concept of the essential and of little but good, or less is more as we often say... My credo? Minimal Beauty, we don't need a lot but the essential is enough.

My story is about normality and I hope it can give positive energy and inspiration to all people who have dreams to realise starting from point 0. 

I dedicate it to dreamers and women, who are often forced to make choices that are not always easy.

Daniela Roppolo