When we created Pure Hero, we wanted to build more than a skincare brand. We wanted to create a company that reflects the values we believe in, thoughtfulness, quality, respect, and the idea that even small actions, repeated consistently, can create meaningful change.

That is why supporting Fundación Avanzar felt like a natural choice. For more than two decades, the foundation has helped women in Ecuador build independent futures through education, vocational training and entrepreneurship. It also supports children and young people facing difficult circumstances, giving them opportunities that can change the course of a life.

What inspires us most is their philosophy: lasting change begins by empowering people, not by creating dependency. Education, confidence and opportunity are gifts that continue to grow long after they are given.
At Pure Hero, we speak often about confidence. Skincare can help people feel comfortable in their own skin, but confidence is also created through opportunity, knowledge and the freedom to shape your own future.

This is why our partnership with Fundación Avanzar is so meaningful to us. It allows us to contribute, however modestly, to something much bigger than ourselves. We hope that as Pure Hero grows, so will our ability to support initiatives that create lasting impact for people and for future generations.

Because there’s a Pure Hero in all of us.

For centuries, artists, philosophers, photographers and designers have tried to answer this question. Yet perhaps beauty has never been a definition at all, but a collection of deeply personal truths shaped by experience, confidence, vulnerability, and the stories we carry.

This belief lies at the heart of Beauty Is., a new artistic portrait project co-initiated by Pure Hero in collaboration with renowned Swiss visual artist and photographer Ilja Tschanen. Internationally recognised for his distinctive visual language and celebrated for photographing some most notable personalities, Tschanen now turns his lens toward a different kind of subject: women.

The project brings together women from diverse generations, backgrounds and walks of life. Each portrait is accompanied by a simple yet profound question:

What is beauty?

The answers are as individual as the women themselves. Together, these voices form a collective portrait that reminds us there is no single definition of beauty, only countless interpretations.

At Pure Hero, this philosophy has always been part of our identity. While we create skincare, our purpose has never been to redefine who someone should be. Instead, we believe skincare should quietly support the person already there. We believe that confidence grows from feeling comfortable in your own skin, that simplicity often reveals more than complexity, and that true beauty begins long before any product touches the face.

Supporting Beauty Is. therefore felt like a natural extension of our values. It is not a marketing campaign, but a cultural conversation, an invitation to pause, reflect and celebrate individuality. In a world increasingly shaped by filters, algorithms and unattainable ideals, the project offers something refreshingly human: real faces, real stories and honest perspectives.
Through Ilja Tschanen's unmistakable artistic eye, every portrait becomes more than an image. Ultimately, Beauty Is. is not about finding the right answer. It is about discovering that there never was only one.