SWYPE
Cool, cosmopolitan and eco-conscious, the German capital Berlin is fast becoming the start-up capital of Europe. No wonder that, in the beauty arena as well, new brands are reflecting the city´s modern vibe. See Swype, a contemporary, fun, inclusive skincare brand created for people “who don´t want to choose between flawless skin and modern lifestyle”. “Cosmetics have always seemed too clinical, too prescription-like to me. I wanted products that would celebrate the joy of caring for our skin “tells us founder Ebru Tuna, who´s family is originally from Turkey. “ In line with the current “skinmalism” trend, her brand features a streamlined routine of 4 fuss-free effective products, hypo-allergenic, vegan, and cruelty-free; packed with high quality organic ingredients, and free of nasties like parabens, silicones and PEGs. “I envisioned products that would help you to be yourself without compromising your everyday activities, like an intuitive app on your smartphone!” says Tuna. Easy to use, the Magic Cleanser gives you clean, soft skin thanks to rice bran oil, lemon balm and cowslip extract; the Power Lifter serum blurs fine lines and imparts an all-day glow with soy protein and hyaluronic acid; the Power Moisturiser brightens and smooths with paracress extract, red algae, hyaluronic acid and natural sugars; while the Ultra Protector shields from UV rays and blue light with shea butter, sea pine, lactic acid, peptides, and spf 50. All products, to be used any time of the day, come in pretty, colourful tubes: “skincare should be fun, and I wanted the packaging to reflect this” says Tuna. The travel-friendly recyclable aluminium tubes are cute, hygienic, and ideal to keep in one´s purse on-the-go. No wonder Swype´s is resonating with an urban, dynamic, sleek crowd, in Berlin and beyond.
