15 years later, our values haven’t changed!

With her silver hair, clear eyes, and gentle gaze, Isabelle Carron has, over the years, become a source of inspiration for women who wish to embrace their maturity. In October 2024, the founder of Absolution is celebrating the 15th anniversary of her brand. An opportunity to look back on her first steps in the world of cosmetics, while she was working at her own branding agency. Driven by her dreams and ambitions, she managed to combine her lifelong passion for plants with her interest in beauty and skin health. Since then, Absolution has grown significantly while maintaining its strengths: the quality of its formulas, its transparency, and its inclusivity.

What is the true meaning of Absolution?

From the beginning, it was a brand intended for informed, conscious people who are interested in health and beauty topics. The name suggests forgiving one’s urban sins, like a return to original beauty and purity, through products of such high quality that they make up for life’s excesses.

It’s 2009: what is your mindset, your ambition?

I remember being very enthusiastic, naive, and unprepared for what was to come! I wanted Absolution to succeed, to be loved. For me, it was more than just a business—it was a creation. I hadn’t realized just how innovative and different the brand would seem in the cosmetics market. I never imagined I would face the challenges that came with it, especially in such a normative sector as beauty. But here we are, and I’m incredibly grateful!

What were you doing that other cosmetic brands weren’t?

Everything. Our branding, visual identity, and illustrations stood out completely from what was available at the time. Organic cosmetics were often associated with green shades or unattractive floral patterns. We didn’t use plants, flowers, or faces in our designs, but instead, abstract shapes in black and white. We wrapped our jars in draped packs, with the word “organic” written in tiny letters on the back. Our textures were exceptional for natural products, and our fragrances were quite nuanced. I also introduced my “Mix and Match” method, which allows people to adapt their skincare to the needs of their skin based on their body’s strengths and weaknesses. It was completely new!

What is the connection between plants and skin?

At 12, I read Of Men and Plants by Maurice Mességué, a famous French herbalist and healer known for treating heads of state and celebrities through infusions and foot and hand baths. That’s when I understood that plants could do amazing things. Later, I dove into the works of the Palo Alto school and read The Skin Ego by psychoanalyst Didier Anzieu, a rather boring book but with a fascinating core concept! The skin is both a physical and psychological container on which an infant builds its identity and relationships with others, like through skin-to-skin contact with its mother. I’ve always paid special attention to the products our skin absorbs and their impact on our health.

The years have passed. How do you see yourself today? Do you feel different? If so, how?

I’ve continued to grow. I’m not exactly the same because I’ll soon be a naturopath! The brand has become more comprehensive, but it hasn’t changed. The quality has never diminished, which often happens when a brand grows. And our values from 15 years ago are still the same today. However, in recent years, I’ve focused more on our “pro-age” approach, likely because I’m getting older! I need products that provide the necessary actives for my skin. I’m also working to eliminate the terrifying image of the mature menopausal woman that society presents. This issue is more political than ever, which is why I decided to remove the term “anti-aging” from our products in 2019. Although some mindsets have changed, as long as I have 30-year-old women coming to our shop asking for anti-aging products because they’ve spotted the tiniest wrinkle near their eye, I’ll say the work is not done.

Which Absolution products can you not live without?

Le Baume Céleste, La Crème du Temps, Le Masque du Temps Redensifiant, PAX oil and le Booster LIFT which I don’t always use, depending on the season, but they are my favorites. I’m also very attached to La Crème de Santé, which I wear in the summer under a sunscreen. For the rest of the year, I don’t use any filters because we all need the sun for our health rather than protecting ourselves from it.