Astral Health & Beauty is a platform company with three unique beauty brands located in Atlanta: Aloette, CosMedix and PUR Cosmetics. PUR Cosmetics, created in 2000 and currently celebrating its 10th retail anniversary, is a product line that integrated skincare products such as retinol and others into its makeup. This not only gives women a flawless finish, but also helps correct skin imperfections in the process.
"It was the earliest days of people recognizing that what you put on your face is just as important as what you ingest," said Bob Cohen, executive chairman and CEO of Astral Health & Beauty.
The product is sold in 10 different countries at 4,000 retail locations around the globe. PUR Cosmetics products are packed with antioxidants and minerals that promote skin health.
PUR Cosmetics is not just a makeup product to cover up imperfections, but a product that helps with correcting the skin and keeping it moisturized throughout the day.
"We call it the 60-second makeup miracle, so it was always designed in the context of people are getting busier and busier, they need multi-tasked and multi-function products, they need to be able make it flawless and they need to be able to get it fast," said Cohen.
The routine of the average woman was changing, things needed to be fast, quick and easy. So a woman can change her makeup from day to night in just a few steps.
The way women wear their makeup is changing along with how they receive information about the new beauty brands.
Therefore, social media outlets such as YouTube, Instagram and Snapchat are being used by many consumers to learn beauty tips and find beauty products.
PUR Cosmetics is keeping up with the trends utilizing YouTube and other social media outlets to get the news out about its products.
"We are very active in the social channels where we have an enormous engagement with some of the biggest beauty bloggers in the country," said Cohen.
The way people are educating themselves about the beauty industry is changing rapidly. It has also flipped from daughter asking mother to mother asking daughter about the latest trends.
Thousands of millennial beauty bloggers and YouTubers are now giving advice about the best products or how to style your makeup.
So many new changes are happening in the beauty industry, as with PUR Cosmetics, which just launched a new product palette called Love Your Selfie 2. This palette is an eye shadow kit, complete with a lip liner, lip gloss, mascara and bronzer for a glowing glamorous look.
This palette is just one of the new things PUR Cosmetics has to offer. The cosmetics company will launch its new holiday line later on this year and is very excited about what lies ahead.
"It's an exciting time to be in the beauty business and it's a very exciting time to be a part of the PUR family," said Cohen.
