You First Pura Rinascita
You First Pura Rinascita

"We are beings flung headlong into a busy, dizzying world, where it seems impossible to just stop, listen and look after ourselves. Yet we deserve it. What makes us so unique and special? Our identity, our ecstatic self, our magical quest for beauty. YOU FIRST makes time stand still, delights us and transports us into our unconscious, a unique weave of memories, emotions, desires, aspirations and dreams. An intimate, deep, poetic and pure world."

 
Rebirth begins this way, with simple though important gestures: the quest for special aromas, the discovery of an ancient joy in taking care of our senses and of our personality. Rebirth as an expression of our inner nature, thanks to an intimate regeneration experience. This is the vocation of YOU FIRST PURA RINASCITA. An evocative experience of magic, dream, harmony and energy sharing, starting from small objects, which are so precious for the Rebirth of the self, because they are able to gratify our deepest desires: to love ourselves and to be loved by others, to enjoy exclusive and embracing accords, to travel along new paths of knowledge, in the wake of the senses.
New gathering horizons open for each of us, because everybody is involved in the Rebirth process: so beauty expands, thanks to a refined and high-end fragrance; its charm is emphasized by the soft and evocative light of a candle; a silky skin tells of energy and vitality. YOU FIRST PURA RINASCITA talks about renewal, about dreams and it expresses our emotions through the magic of made in Italy fragrances, especially crafted with the active ingredient Helichrysum Italicum, a Mediterranean flower with remarkable regenerative, antioxidants and purifying properties.
 

THE ACTIVE INGREDIENT:
HELICHRYSUM ITALICUM


Present in all the line’s products, our active ingredient is a precious gift from wild nature: the Helichrysum italicum, whose name comes from the greek words for “golden sun”, is a typical mediterranean flower and it is present especially in sunny places. Known since the ancient times for its regenerative properties, it is also called “immortelle” or “semprevivo” (i.d. always living), because its appearance lasts intact for a long time. its anti-oxidant, anti-inflammatory, soothing and firming properties are unique and precious and prepare body and mind for a full and proper regeneration.

Which better element for a
Pure Rebirth?

Helichrysum Italicum

BRAND VALUES
YOU FIRST PURA RINASCITA

100% conceived and born in Italy
Bespoke fragrances & chic tailored design.
The essence of Rebirth: a care for body and soul.
The Helicrysum Italicum: a mediterranean active ingredient as source of regeneration.
Paola Cereda and Stefania Cuzzeri

PAOLA CEREDA AND STEFANIA CUZZERI,
PERFUME DESIGNERS AND FOUNDERS OF THE MAISON
YOU FIRST PURA RINASCITA BORN IN MILAN.