"The cosmetics industry has long been dominated by the idea that in order to be effective, a product must have been the subject of numerous patents and consist of high-tech active ingredients. It was the reign of science, which alone seemed to be able to make the formulas credible. But between one-upmanship, broken promises and the complexity of gestures, women have grown bored and naturally returned to a form of purity "Pascale Brousse, wellness consultant.