Honest & Pure owner Lena Isayev hopes to make clean beauty a reality in as many homes as possible. Frustrated by the lack of products in the market that suited her sensitive skin, the herbalist and certified aromatherapist took matters into her own hands, launching a non-toxic skincare brand that aims to be gentle and effective. She began developing clean formulas with natural ingredients that don’t contain any irritants, designed to nourish and freshen the skin. We talked to Lena about her clean beauty journey, and how Honest & Pure became what is it today.

On your website you mention starting Honest & Pure because of necessity. What made you decide to take the leap and start creating products and building a brand instead of just searching for already existing products that worked for your skin?
After years of dealing with skin sensitivities and reacting to products that claimed to be "natural", I realized there was a real gap in the market for truly clean, fragrance-free skincare. I tried everything — reading labels, searching boutique brands, but even those, often contained synthetic preservatives or fragrances that irritated my skin. At some point, it became clear: if I wanted something truly pure and effective, I had to create it myself. That’s when I shifted from searching to formulating. Honest & Pure was born out of that personal need — for transparency, simplicity and skin-loving ingredients that genuinely support skin health.

How long after you began using Honest & Pure products did you start to see changes in your skin?
I noticed changes right after the very first use. Because Honest & Pure products are completely free or irritants, my skin felt baby-soft within minutes. There was no stinging, no dryness — just immediate comfort and hydration. The Rose Facial Cream and Eye & Neck Cream were the first two products I created, and they’re still bestsellers today for a reason. They deliver results you can feel right away, especially for sensitive skin like mine.

Can you explain the process that goes into choosing which ingredients you use for different products, and ensuring their quality meets your standards?
Every ingredient goes through a vetting process that prioritizes safety, purity and functionality. I lean into both herbal tradition and modern science. I choose organic and wildcrafted botanicals where possible and avoid synthetic preservatives, fillers or fragrances. Working with a skilled chemist helped me formulate stable products using safe preservation systems and airless packaging, which protects product integrity. I also reference databases like the Environmental Working Group (EWG) to ensure each ingredient aligns with our health-first mission.

The Rose Facial Cream contains anti-aging peptides, vitamins B & E and organic ingredients. How do you integrate scientific innovations such as peptides with botanical ingredients to create formulas that are ethically aligned with the brand?
It’s all about balance. Peptides offer clinically backed benefits like improved elasticity and hydration, while botanical oils like Argan, Rosehip Damask Rose nourish and soothe the skin naturally. We carefully blend them in ways that respect the skin’s microbiome and barrier. Our commitment is to clean science — meaning we embrace innovation, but only if it aligns with our standards for safety, sustainability and efficacy.

What are some difficulties you encountered when first starting Honest & Pure? How did those difficulties inspire you to keep trying?
One of the biggest challenges was finding packaging that maintained product freshness without relying on heavy preservatives. I also had to learn how to formulate products that were both effective and gentle, especially without synthetic fragrances. But every hurdle reminded me why I started — to offer something different and genuinely helpful. Seeing early customer results and hearing their stories gave me the motivation to keep going. On top of that, the financial aspect has always been a real challenge. Running a small business means every decision, from sourcing high-quality ingredients to producing small batches, is a careful balance between cost and integrity. It’s still hard today. But every hurdle reminded me why I started — to offer something truly different and genuinely helpful. Seeing early results and hearing from customers who finally found relief with our products gave me the motivation to keep pushing forward.

You met a gifted teacher and experienced chemist with whom you shared knowledge and created recipes! What is the biggest takeaway you had from that collaborative experience?
The biggest takeaway was that science and nature aren’t at odds — they can work beautifully together. My background in herbalism and aromatherapy blended with her technical knowledge of formulation and stability to create products that are both gentle and powerful. It was a true meeting of minds and values.

Honest & Pure offers more than just skincare — there’s hair and body care, essential oils, wellness and even a blog. How do these all work together for even more holistic benefits?
Honest & Pure is about whole-body wellness, not just skincare. Your skin reflects your inner health, your environment and your daily rituals. Our hair and body care, essential oils and wellness offerings support balance in all those areas. The blog ties it together with education and mindful living tips. It’s all meant to help people care for themselves in a more conscious, connected way.

Which Honest & Pure products do you recommend for someone who is just starting their skin care journey?
I’d recommend starting with the Cleansing Milk, Organic Toner and the Rose Facial Cream. These three products form a simple, effective routine that supports hydration, balance and barrier repair. They’re all gentle enough for even the most sensitive skin and make a great foundation for building a complete skincare ritual. I also highly recommend adding the Honest & Pure Eye & Neck Cream, especially for those concerned with dark circles, puffiness or fine lines. It’s rich in marine peptides and botanical oils, and work beautifully on delicate areas to hydrate, firm and smooth.

How has your perception of healthy skin changed since you first started?
I used to think healthy skin was about being flawless or “glowing” all the time. Now I understand it’s about balance — skin that feels calm, comfortable and resilient. It’s less about appearance and more about how your skin functions and how you feel in your own skin.

What feedback have you received from people who have struggled with skin sensitivity? We’ve had incredible feedback from people who have tried everything else and finally found relief with Honest & Pure. They tell us our products don’t sting, don’t make their eyes water and actually help their skin feel nourished and protected. It’s incredibly rewarding to hear that we’re helping people feel confident and comfortable again.

The beauty industry is very competitive, with natural products gaining popularity. What makes Honest & Pure stand out from its competitors?
Honest & Pure stands out because we’re not just another skincare company — we’re a small, military family-owned business rooted in integrity, care and real-life experience. Everything we do is personal. Every formula was born from a genuine need to find something safe and effective for sensitive skin, and that mission guides every decision we make.

All of our products are handcrafted in very small batches, which means they’re always fresh, never sitting on warehouse shelves. We deliver straight to your door so you’re getting the highest quality possible — products that are alive with nourishing, skin-loving ingredients. Our airless packaging ensures that freshness is preserved, and that what touches your skin is pure, safe and effective.

Our commitment to transparency and purity sets up apart. We don’t use hidden fragrance blends or greenwashed marketing. Every ingredient is chosen with care, and our packaging helps preserve product integrity. We also don’t chase trends — we focus on what actually works for sensitive, health-conscious skin.

What long-term effects does clean skincare have? Are clean products as effective as those with more synthetic materials?
Absolutely. Clean skincare, when formulated correctly, supports long-term skin health by nurturing rather than overwhelming the skin barrier. Our products are proof that you don’t need harsh synthetics to see real results. In fact, many people see better results with clean formulations because their skin is less irritated and more balanced over time.

In a time filled with new advances and innovations, why do you think it’s important to turn to natural sourcing and simpler ingredients?
Simpler ingredients are often better understood by both our bodies and the environment. Nature offers incredible healing compounds — many of which science is only beginning to fully understand. By returning to simpler, more transparent formulations, we create products that are safer, more sustainable, and often more effective in the long term.

Can you describe Honest & Pure in 3 words?
Honest. Pure. Effective.

Looking forward, what goals do you have for Honest & Pure as a brand?
Our goal is to continue growing the Honest & Pure line thoughtfully, always staying true to our values of transparency, purity, and effectiveness. But more than just expanding products, we want to spread the word about what real skincare looks like — skincare made with skin-loving, non-toxic ingredients that actually work. We believe everyone deserves access to clean, effective, and safe products, and we’re passionate about making that a reality in as many homes as possible. Through education, accessibility, and continued small-batch quality, we want Honest & Pure to be a trusted name in natural skincare — one that supports both skin health and overall well-being.

Website:
https://honestandpure.com

Article by Sabine Obermoller, Contributor, PhotoBook Magazine
Tearsheets by Daniel López, Art Director, PhotoBook Magazine

Honest & Pure: Skin-loving Skincare