Clean Beauty : The vision behind Demain

We discovered the brand Demain by chance, while strolling along Rue de la Pompe in the 16th arrondissement of Paris. A range of products particularly caught our attention, and we felt the urge to meet its creator, Sandra Gasmi. Here is our encounter.

First of all Sandra, are you familiar with Greece?

I’ve been there several times, most recently after being invited by friends to Spetses for their wedding. I fell in love with this island and returned with my entire family. I love Greece, the Mediterranean, the beauty of the sea, and the light.

What immediate memories come to mind when we mention Greece?

I think of my snorkel, mask, and underwater explorations discovering little fish. As for Spetses, I remember a small house near Zogeria Beach, tucked away in the pine trees, where I would practice yoga every morning and evening while gazing at the horizon. For me, Greece is all about the scent of pine trees, crystal-clear waters, fish, yoga, and reconnecting with friends on the spot. A true paradise on earth.

Have you visited Athens?

Whenever I land in Athens, I usually spend a night or two there, giving me time to explore the capital, visit its museums, and stroll through the city.

Do you have a favorite neighborhood?

We always head to Plaka, near the Acropolis, where we rent an Airbnb. My Favorite Restaurant : Aleria. A fine dining restaurant set under a canopy of trees on a terrace.

How would you describe the atmosphere of the capital?

It’s a welcoming and lively city. There’s so much activity—it’s cheerful and colorful.

Do your travels influence your work?

A great deal. In fact, Demain was born out of a trip to Portugal. When I travel, I disconnect from my daily routine, which allows my creativity to flow. Throughout my life, traveling has always sparked new ideas. Moreover, as a cosmetics enthusiast, I can’t resist exploring concept stores to discover new products and textures. It’s practically the first thing I do when I travel.

Prebiotics, probiotics, collagen, and the microbiome are increasingly in the spotlight. Your brand Demain highlights these elements. Tell us about your concept.

I created Demain seven years ago, after working in the cosmetics industry for years at Sephora, Estée Lauder, Lancôme, and Clarins. At the time, I had attempted to develop my own skincare brand because I felt the spa and institute sectors lacked modern, appealing brands. There were brands like Guinot or Mary Cohr, but nothing truly sexy. Back in 2003, I aimed to create a holistic concept built around a single ingredient : green tea. Unfortunately, I was ahead of my time, and the French market wasn’t ready. I eventually put the brand on hold. In 2014, I heard about endocrine disruptors and carcinogenic substances in cosmetics, even in renowned brands like Chanel, Dior, Lancôme, and La Mer, as well as pharmacy brands like Bioderma, La Roche-Posay, Avène, and Caudalie. I wanted to learn more, educate myself, and dig deeper. That’s when I realized that organic skincare was a sanitary necessity. Naively, I thought labs would reformulate their products after the dangers of certain ingredients came to light. Yet, by 2017, three years later, nothing had changed. This is why I decided to create Demain, offering products that are safe for both our health and the planet.

Demain is not just a clean, green brand. You’ve also developed a holistic, global concept.

Exactly. The skin reflects what’s happening inside the body. You need to take care of both the inside and the outside, which is why I developed dietary supplements that work synergistically with cosmetics. I’ve also included probiotics and prebiotics in all my products to protect the microbiome, which is often compromised in our industrial society.

What harms our microbiome?

Antibiotics, for one, as they destroy both bad and good bacteria—a real forest fire. Industrial products, with their preservatives and antibacterial agents, have a similar impact. Cosmetics with preservatives also disrupt the microbiome.

What does your range include?

Our range consists of eight cosmetics and three dietary supplements for a simple yet effective routine. Two months ago, we launched a multifunctional repairing balm that soothes, repairs, and nourishes all areas of the body.

Find Demain stores at Le Printemps and Galeries Lafayette, among others, and on the website: here.

Photo credits : All rights reserved – Demain for Paris/Athènes Magazine

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