âme pure

âme pure is a beauty brand built around at-home microneedling, a treatment in which fine needles are rolled or pressed over the skin to encourage it to firm and renew itself. The name is French for "pure soul" and is written with a lowercase circumflex "â"; it has nothing to do with the Swedish letter "Å". Founded in 2014, the company sells dermarollers, derma pens and the cosmeceutical serums and gels meant to be used alongside them, with the stated aim of bringing clinic-style procedures into the home.

The brand's origins are layered. It was founded by the Norwegian entrepreneur Morten Sundstø, who is based in Oslo and trained at the BI Norwegian Business School. The trademark, however, is held by ÂME PURE LTD, registered in London, while day-to-day operations run through CLS Technology SIA in Riga, Latvia [2]. Trade press has described the company as a "UK-based beauty brand" [4], a label that reflects the legal and holding domicile rather than where it began; by founder and creative direction it reads as a Norwegian, EU-operated indie. The business remains active, running a network of direct-to-consumer web stores across several markets.

âme pure was started in 2014 by Morten Sundstø, who is named in trade coverage as the company's CEO and founder [4]. Sundstø is a Norwegian entrepreneur associated with the related company CLS Technology and has been referred to in Norwegian business press as a founder and investor. The founding year and founder are not stated on the brand's own About page; both are drawn from a Cosmetics Business profile and the company's LinkedIn listing [5].

âme pure presents itself as an independent business rather than part of a larger beauty group. Its structure is split across three countries: the âme pure trademark sits with ÂME PURE LTD in the United Kingdom, the European online operation is run by CLS Technology SIA in Riga, Latvia, and a related entity, CLS Technology AS, is registered in Norway with Sundstø listed among its principals [2]. This separation of brand origin, legal domicile and operations is the source of the differing descriptions of the company's nationality: it is variously presented as Norwegian (founder and home market) and as UK-based (trademark and holding company) [4].

The company's stated goal is to help people "of all ages achieve beautiful, healthy, glowing skin" by bringing "exclusive, clinic-only treatments within reach of the average user, to enjoy from the comfort of home." It markets its range under the line "Award-Winning Luxury Skincare, Microneedling, Eyelash Serums" and uses the tagline "Everybody deserves radiant skin. Based on Science." On formulation, âme pure says it uses high concentrations of active cosmeceutical ingredients and that it works only with ingredients whose effectiveness has been demonstrated in no fewer than three human trials [2]. It describes its products as cruelty-free, natural and non-GMO.

The catalogue is organised into Face, Body, Lash & Brow and a dedicated Gentlemen line, and centres on microneedling devices: dermarollers, derma pens and derma stamps, marketed under the term CIT, for Collagen Induction Therapy. Recurring products include the CIT Face Roller and the CIT Pen, alongside serums, collagen gels, exfoliators and lash and brow growth serums.

The brand attaches strong physiological claims to its devices. On its Norwegian site it states that the microscopic needles immediately raise the skin's collagen production by more than 200%, and that the tiny channels they create greatly increase how much of the active ingredients the skin absorbs [3]. These are the company's own marketing claims. âme pure has also described its dermaroller as Europe's best-selling at-home device and itself as a European market leader in microneedling, and its Norwegian site says it has treated more than 700,000 customers to date [3].

âme pure's products have won several industry awards. At the In-Cosmetics Innovation Zone Awards in 2014 the brand took a Gold award for its Intensive Cellulite Eraser and a Silver for its Lash & Brows Enhancer [6]. In 2018 its CIT Face Roller PLATINUM KIT was named "Best New Skin Care Treatment" (Gold) at the Pure Beauty Awards [7]. The company has also been profiled by the trade publication Cosmetics Business, which covered its focus on making microneedling technology more accessible and its search for new retail partners as it expanded beyond its initial markets [4].

âme pure sells largely through its own web stores. According to its corporate profile it operates a network of roughly 19 online shops across multiple countries, spanning Europe, North America, Russia, Australia and the Middle East, and offers its sites in numerous languages [5]. Trade reporting noted launches in Norway, Denmark, Sweden and Finland, with further markets targeted, and the company has stated it is also seeking partnerships with multi-brand retailers, omni-channel sellers and traditional shops [4].

The company markets its products as cruelty-free and vegan. It states that it is an international member of PETA and is authorised to label products "Cruelty Free & Vegan," and it lists membership of Dyrevernalliansen, the Norwegian Animal Welfare Alliance [3]. Manufacturing is described only as taking place in "skilled and advanced laboratories in Europe," in accordance with EU Cosmetic Good Manufacturing Practice standards; a specific country of production is not disclosed.

As of mid-2026 âme pure is active and trading. Its European web store and Norwegian market site were both confirmed live, with an ongoing promotion running, and the brand continues to operate across multiple regions.