Introducing I AM PURE, the 100% Natural Facial Cleansing Bar, Created by Talia Sutra

I AM PURE was designed to be 100% natural, sustainable, versatile and dynamic. It reminds us that purity is at our essence.

This double-sided “dual miracle” facial cleansing bar functions as  both  a deeply detoxifying and gently exfoliating bar (charcoal side)  and  a delightfully soothing and hydrating cleansing balm (creamy side).

"I AM PURE was designed to be 100% natural, sustainable, versatile and dynamic. It reminds us that purity is at our essence."

Each side of the bar serves a unique purpose, and can be used separately or together. It's recommended to use the creamy side in the morning, and to use both sides in the evening.

The detoxifying (charcoal) side of the bar is formulated with Dead Sea mud, green clay and charcoal, which pull out excess oils and dirt, restore pH balance and infuse skin with healing minerals. Olive and apricot seeds provide natural exfoliation for clear and flawless skin.

"Dead Sea mud, green clay and charcoal pull out excess oils and dirt, restore pH balance and infuse skin with healing minerals."

The soothing (creamy) side is rich in olive, coconut and almond oils and shea butter, which have anti-inflammatory and healing properties to condition and tone skin. Lavender and cedarwood oils offer a soothing and deeply grounding fragrance and further help to balance the skin. 

"Olive oil, coconut oil, almond oil and shea butter have anti-inflammatory and healing properties to condition and tone skin."

100% Natural, Clean Beauty

I AM PURE was created by International Yoga Instructor Talia Sutra, who specifically chose a soap bar as a way to reduce the use of plastic.

It is made with ethically-sourced, all-natural ingredients, which she carefully selected, together with FRÉ’s formulators, to have the most powerful effect. For example, there was a long process of finding just the right amount of exfoliation using olive and apricot shavings.

The cleansing bar also aligns with Talia’s vision of simple but effective skincare. That’s why she chose a dual-sided bar that offers different benefits on each side.

“What I also love about the bar is that the amount of pressure you apply on the skin will change the experience for each person,” says Talia.

The 3-Step Routine for All-Natural, Mindful Skincare

I AM PURE is the last piece of the puzzle in the I AM routine, which includes three simple but effective steps for daily skincare: CLEAN. TONE. MOISTURIZE.

This is the routine that Talia follows, and recommends, every morning and night:

• Step 1: Cleanse with I AM PURE dual facial cleansing bar
• Step 2: Spritz on the I AM JOY rose water toner
• Step 3: Massage in a few drops of I AM LOVE, the illuminating facial oil

Talia: “Using these products gives an immediate feeling of being rejuvenated. It feels really awakening and has such a cleansing effect on my whole energy.”

“Natural ingredients help connect me to the earth,” says Talia. “Using these products gives an immediate feeling of being rejuvenated. It feels really awakening and has such a cleansing effect on my whole energy.”

While applying these products, say aloud (or in your mind) the affirmations: I AM PURE, I AM JOY, I AM LOVE.

The I AM Philosophy

The I AM product line aligns with Talia’s philosophy of self-care, compassion, and daily gratitude.

"When we have a specific ritual that goes along with how we start our day - that structure and framework is very helpful." 

According to Talia, skincare should be an integral part of our daily ritual: “Having a daily skincare ritual is a way of showing ourselves care and compassion. When I wake up in the morning, I like to start my day with a simple affirmation of gratitude. Immediately after that I go and wash my hands and face. It’s so intuitive. When we have a specific ritual that goes along with how we start our day - that structure and framework is very helpful. I like doing things that feel good and set up my day for feeling great.”