I recently met with our partner Alessia from lim.one in Winterthur for an interview. Alessia sells "aesthetic essentials" in her online shop , as she describes her product range. It's definitely worth a look. We're delighted to be part of her beautiful selection.
In this interview, I, Kathleen, was able to answer a few questions about our heartland, Morocco, our passion for bepure and its products, and being an entrepreneur. I'd like to share the interview with you here. Thank you very much, dear Alessia, for your interview. Enjoy reading!
"Pure & naturally beautiful.
Few ingredients, but effective ones. A simple skincare line – everything your skin needs. That's Bepure. Co-founder Kathleen Krug from Winterthur lives and loves natural cosmetics. And with her pure products, she brings Moroccan magic into your bathroom at home.
We meet in the cozy courtyard of Winterthur's Coalmine Café over the prettiest hibiscus iced tea. We've known and co-created together for several years. I've admired both Kathleen and Bepure since our first meeting. So it's a perfect fit that their essentials have become part of my shop. Why? Because their values are right. All around.
Why “be pure”?
When my husband Fabian and I traveled and experienced different cultures, we were often shocked and fascinated at the same time. Firstly, how much traces are left in nature. Secondly, the highest-quality raw materials grow – like the argan almonds in Morocco, for example. Yes, we were fascinated by argan oil. On this trip, our values and the idea of creating pure skincare products became more acute. For us, "be pure" means fewer but more highly effective ingredients – pure and original. A simplified skincare line without water, alcohol, or other fillers. For me, "pure" means raw, back to nature.
Kathleen loves to tinker with pure, natural cosmetic products. There's power in purity.
What were the biggest hurdles and the wildest dances of joy?
Starting a business as a couple and raising a family at the same time was certainly a huge challenge. As was finding the right local producer in Morocco where everything was just right: raw materials, quality, skin-friendly feel, social aspects, and a foundation of trust. Generally speaking, it's a matter of constant perseverance – calmness certainly helps. Even if you don't take it all very calmly at the beginning. But then comes the first order, which definitely triggers a wild dance of joy. Every new partner, the long-term relationships. It takes time and patience to build something, constant flexibility – especially because we are still self-financed and owner-managed. But it's paying off. In the eighth year we're in now, we can harvest the fruits of our labor, and that's wonderful.
Your fascination with Morocco?
Inspiration & healing – the country is full of contrasts, with large, luxurious cities and, at the same time, absolute poverty in the villages. The diversity, the unbridled positivity, and the humanity have a more calming effect than almost anywhere else in the world. This peaceful atmosphere, the smiles on her face, and the nature. It radiates such a special energy – barren yet so vibrant, it's hard to describe.
Of course, there's also the problematic issue of the position of women—especially in rural areas. This is very important to us, for example, by supporting a school for girls, advocating for Berber women, and thus increasing the visibility of women.
The Bepure product range is simple, highly effective and complements each other perfectly.
Your favorite product?
A facial oil is always a must—sometimes a day oil, sometimes a pure oil, or sometimes a night oil. I'm always impressed by how nourishing two drops of oil are. It gives my skin a rosy glow and nourishes it—it takes so little and you're cared for. For me, argan oil was a game-changer: It's so good for my skin; it's less shiny, soothed, and I have fewer blemishes. Of course, I can't do without rose water either. The newest product, the moisturizing serum, is also a great addition. And everything smells so good. Of course, that way I always have a piece of Morocco with me.
What is the difference to conventional cosmetic products?
We don't offer a classic cream that's white, soft, and fluffy. You won't find ingredients like water, alcohol, and other additives and fillers at Bepure either. That would be anything but "pure." Our magic words are moisture and plant oils, which lock the ingredients into the skin and protect them. The skin barrier is supported, and the skin is plumper and fresher. You only need a small amount of the product, as the ingredients are pure and concentrated. We don't need preservatives. And we don't need five creams either. We stand for simplicity; we don't jump on every trend, but focus on timeless quality, like argan oil, for example. Fewer, natural ingredients are better absorbed by the body, regenerate, and promote the skin's pure beauty.
Selected Bepure essentials are available here in our curated online shop.
