A Pure Mind

A Pure Mind is a Danish wellness and beauty brand that sells ingestible beauty supplements, natural-stone skincare tools and jewelry, chiefly online and direct to consumers in Denmark. It was founded by entrepreneur Tove Resen, who has run the apuremind.dk webshop since 2015 [7]. The brand pairs an unusually personal origin story — built around natural stones and crystals — with a later, more clinical focus on documented collagen supplements. It remains active, with recent product launches recorded into 2026.

Tove Resen came to beauty from fashion, with years as an independent entrepreneur in clothing and accessories and experience in trends, purchasing, product development and marketing. She is also a trained mindfulness instructor and a certified life mentor, a background reflected in the brand's framing of self-care.

Resen describes the company's starting point as a fascination with the natural world. "I am deeply passionate about what nature has given us, so many beautiful natural stones and crystals," she says, adding that "the beauty and meanings of nature's gifts have inspired me to design jewelry and skincare tools." From those materials the brand built a line of natural-stone gua sha tools and facial rollers, alongside crystals presented with individual symbolic meanings.

A second figure, Anne Simmenæs, joined as co-founder and product expert. In 2022 Resen and Simmenæs together established Treatment Pharma, a company that develops and produces supplements in the beauty, premium and convenience segments [7]. Treatment Pharma is named as the entity behind A Pure Mind's supplement development.

A Pure Mind frames self-care as a necessity rather than an indulgence. According to the company, "self-care is a necessity, not a luxury," and its products are meant to support a connection between a person's inner and outer self. The brand speaks of "sustainable daily rituals" and, in its own homepage wording, "soft rituals over rules."

Its stated mission is to bring "nature's luxury directly to you," positioning itself as a sustainable Danish brand whose products support a "transformation process both inside and out." The tagline is "Pure Luksus" (Pure Luxury). The brand sells direct to consumers through a Shopify storefront and also operates a retailer programme.

The range spans three areas: supplements, natural-stone skincare tools, and jewelry. The supplement line is the brand's primary focus and includes collagen blends, a creatine monohydrate product, electrolytes, a menopause-support formula and a lion's mane supplement.

The signature supplement is FucoGen Premium+ Beauty Collagen, which the company describes as a collagen supplement combining well-documented marine collagen with fucoidan extracted from seaweed. Each serving is stated to contain marine collagen together with fucoidan sourced from bladderwrack (Fucus vesiculosus). A more recent launch, the Glow & Hydrate Electrolytes, was produced as a collaboration billed as "A Pure Mind X Vogelius."

The brand places heavy emphasis on Verisol, a licensed, branded collagen peptide it uses in its formulas. A Pure Mind argues for transparency about collagen sourcing, saying it wants customers to understand "the difference between Verisol and non-Verisol" and why it chooses a documented, patented collagen powder over cheaper raw materials. On its blog the company cites clinical studies on Verisol involving a combined 288 women aged 24 to 65: a reported reduction in wrinkle depth of up to 20.1 percent after eight weeks at 2.5 grams daily, improved skin elasticity in a separate trial, and a measured reduction in cellulite over six months [6]. The brand presents these as studies of the Verisol ingredient rather than of its own product.

The skincare tools — gua sha and facial rollers — are made from natural stone and, in the brand's words, "carved by hand." A jewelry line is also offered, described on the company's founders page as designed by the Danish media personality Pernille Aalund [7].

Sustainability is central to how A Pure Mind presents itself. The company says it applies a corporate social responsibility strategy across product development, its value chain, supplier relationships, raw materials and packaging. Stated commitments include organic cotton bags, recycled cardboard boxes and recyclable packaging for its collagen products. The brand also states that there is no child labour in its manufacturing, and that its founder personally visited the Chinese factories that produce its goods; ingredients, it says, are developed in Denmark.

A Pure Mind is an active, single-market brand. It operates primarily as a direct-to-consumer business in Denmark through its Shopify webshop, supported by a retailer programme, and its site showed recent product activity and a 2026 copyright at the time of review. No Wikipedia entry or independent editorial coverage was identified, which is consistent with a small regional indie brand; the available information comes from the company's own materials.