Lip care & focused personal care
Maison 1712 PURE
Also known as 1712 PURE
The Maison personal-care identity for focused everyday products, with lip balm at the centre of its current development.
- Within the group
- Maison 1712 (Pty) Ltd
- Commercial focus
- Personal-care product line
- Development context
- Product development centred on lip care
Maison 1712 PURE, also known as 1712 PURE, gives selected functional personal-care products a clear identity within Maison 1712. Lip care is the established starting point, distinct from the scented products presented under Maison 1712 Parfums.
The direction is deliberately focused: clear product purpose, considered formulation and straightforward presentation. Further categories may be developed as the product work progresses, rather than being described as an already available range.
PURE is a brand name and product direction. It is not intended as an unsupported claim that a formulation is safer, chemical-free or universally suitable. Product-specific ingredients, directions and claims belong with the individual products as they are finalised.
Role within the group
PURE allows Maison 1712 to explore practical personal care without placing every product inside the perfume brand. It shares the Maison’s development approach while maintaining a distinct category identity.
Key areas of focus
- Lip balm and lip-care development
- Focused everyday personal-care concepts
- Product formulation and packaging development
- A distinct identity alongside Maison 1712 Parfums