Founder and CEO of EviDenS de Beauté, Charles-Edouard Barthes reveals the origins of the brand and the personal tribute he pays to his wife Eriko, the leading inspiration for his beauty care lines.
The Birth of the Exclusive EviDenS de Beauté's products
WHAT ARE THE HIGHLIGHTS OF YOUR PROFESSIONAL CAREER?
Before founding EviDenS de Beauté, I worked in the fashion industry for 10 years, where I had the chance to manage the Jean-Louis Scherrer fashion house. Thanks to these inspirational experiences, I was able to develop a personal approach to beauty, reinforcing my vision of aesthetics.
WHERE DID THE IDEA OF CREATING THE BRAND COME FROM?
EviDenS is first and foremost a token of love to the woman who has shared my life for over 20 years, Eriko. I was fascinated by her daily beauty care rituals, but the products she used often triggered skin reactions. Like many Asian women, she has very sensitive skin. So, I became interested in formulas, and decided to create products for her that would be highly effective, while respecting the sensitivity of her skin. I then realized that if my wife required specific formulas, other women would too.
WHY DID YOU NAME THE BRAND EVIDENS DE BEAUTÉ?
Evidens in Latin means “perceptible, obvious to the mind or eye”. For me, this brand had to be based on the core value of trust. A pact between each customer and the brand. When developing skin care for my wife, I hope that the customers know that they can fully rely on the quality of our products, as I obviously only want the best for her.
HOW DID YOU BRING TOGETHER THE BEST OF BOTH CULTURES?
I grew up in the south of France, which taught me a great deal about a product’s sensorial appeal. In SaintPaul de Vence, everyone knows the famous spring that has worked miracles throughout history. As for Japan, my wife's culture inspired me and fueled my creative process. There, I met Professor Miyashita, renowned in Japan for his work on cell regeneration in burn victims, and we decided to join forces. EviDenS de Beauté embodies the perfect alliance between Japanese cosmetic excellence and French refinement.
HOW IS EVIDENS DE BEAUTÉ DIFFERENT FROM OTHER ANTIAGING COSMETIC BRANDS?
EviDenS is fully unique, given its dual French-Japanese DNA, which combines the best of both worlds. But also because we are the only anti-aging luxury skin care brand
adapted to all skin types, particularly sensitive. The challenge in formulating anti-aging products is that you have to add powerful ingredients and active principles to get results. These are not always compatible with sensitive skin! Yet, after years of research, we succeeded. Each ingredient is chosen specifically for its synergistic effectiveness with the other components used in the products.
HOW WAS THE VERY FIRST EVIDENS DE BEAUTÉ PRODUCT RANGE CREATED?
While observing Eriko's beauty ritual, I realized how well-thought out and orchestrated it all was. I later learned that this ceremony was called Saho in Japanese, and that it consisted of layering different products, one after the other, to treat specific areas of the face for a glowing complexion. I created The Essential Saho which contains, as its name indicates, the basics required for a skin care routine: cream, serum, eye contour serum, etc. Our laboratory in Japan meticulously worked on the textures to ensure that they are quickly absorbed by the skin, that they all work synergistically without creating excess and that the results are immediate.
HOW DO YOU SEE THE FUTURE OF THE BRAND?
I am fully convinced of the formidable potential of our products and our brand. EviDenS has managed to combine effectiveness with pleasure. Today, we are expanding in Asia, where our products are highly appreciated by Asian customers, who tend to begin applying anti-aging products at an early age. They are won over by the quick results and brand’s cross-cultural influence: the Far East and the West. We hope to continue to build the EviDenS de Beauté adventure on this momentum, particularly in America.
