Founded by: Namrata Kamdar, Little House Mayfair member
Year founded: 2019
Your brand in one sentence: ‘Plenaire is from the French expression for “in the open air,” having the qualities of natural air and light – it’s reflective of a broader cultural shift in beauty today: from closed to open-minded, from prescriptive to fluid: where everyone has the freedom to create their own beauty narrative without judgement and share it with the world.’
What’s your brand’s USP? ‘During our research, it became evident that cultural beauty narratives for younger people were evolving, and the focus on external appearances felt dated and irrelevant. With Plenaire, we could see white space where beauty is no longer just about vanity, but about self-expression. The very process of looking after your skin (and therefore yourself), cleansing and treating it with beautifully made products is often underestimated, can be satisfying and powerful.
Mental health issues affect thousands of young people in Britain and around the world today. With Plenaire, we seek to recreate classic coming-of-age rituals by focusing on pleasurable sensory and textures, using super clean ingredients and sustainable yet luxe, well-designed packaging that meet their everyday skincare needs but that also have clear messages of well-being embedded into every product.’
What does self-care mean to you? ‘I was diagnosed with anxiety and depression after the birth of my second child,’ says Kamdar. ‘All of the techniques that I used to get well again by prioritizing wellbeing and self-care have been invaluable. At the simplest level, self-care is about being kinder to yourself and to those around you. Not rushing to judge others and taking a step back to create space and awareness of your own behaviors, emotions, thought patterns and physical sensations in your body, beginning with the breath. Self-knowledge and kindness is for me, the foundation of self-care.’