Edelweiss, pure and bright

WITH A reputation built on a recipe that’s been handed down through the generations, Swiss skincare brand Edelpure unveiled its products at Bangkok’s Oriental Residence late last month.
Delicately scented and smooth to the touch, the products are entirely made of natural ingredients found in the Swiss Alps.
And there’s an enchanting, fairytale-like story behind the brand, dating back 115 years.
Dr Volker Rosenberger of Edelpure explained that a young Swiss noblewoman stumbled upon a white flower in 1900 while strolling in the alpine fields. “She noticed how beautiful and pure it was and how majestically it bloomed, whereas the other flowers had withered quickly. Its beauty captivated the young princess’ heart.”
She took the blossom to a physician knowledgeable about botany and learned that it was the Edelweiss, known as “the Queen of Alpine Flora”.
It blossoms only in spring, for three months, in rugged terrain more than 2,000 metres above sea level. But it’s not a common flower, Rosenberger explained, and is in fact rarely seen, but it has taken on great significance for Swiss and Austrian people because of its ability to withstand both intense heat and extreme cold.
Intrigued even more, the princess asked the physician to investigate the Edelweiss’ exceptional qualities. “After conducting studies, he told her that the secret of the flower was its ability to hold moisture. And the physician was able to extract the substance, which, applied to the young woman’s skin, moisturised it and kept it looking youthful.”
The princess began using the extract religiously to keep her skin pure and beautiful, like the Edelweiss. And the recipe containing that extract is what has been passed on to this day, Rosenberger said.
“Today, researchers at the Alpine Swiss Laboratory continue to develop this beauty recipe, meticulously selecting and extracting the substance from the flower, mixing it with seven other different Alpine plants,” he said. “The products are rich in antioxidants, bringing the miracles of nature to sustainable skin beauty.”
Edelpure offers a wide range of intensive skincare solutions that are rich in antioxidants and moisture-locking extracts, the keys to protecting and restoring skin cells.
Edelpure’s Defence series shields the skin from harmful elements such as pollution, harsh sunlight and inclement weather and helps it to naturally regain its vitality and strength.
The products cost from |Bt1,450 to Bt3,290 at www.Edelpure/thailand/th/|e-store.