24 GHP Q3 2025 Pioneering make-up and beauty brand Cent Pur Cent offers so much more than a product line of skin-friendly cosmetics – it gives users the confidence to fully enjoy their make-up experience through workshops and tutorials. We speak with Brand Manager Joke Heedfeld about the company’s empowering ethos. In a world where trends come and go, Cent Pur Cent believes one thing never fades: confidence. “Exactly, chérie – the confidence to shine!” says Brand Manager Joke Heedfeld. “At Cent Pur Cent, we’re here to help you do just that. See us as your cheerleader, supporter, and coach in one. You glow, girl!” Honest beauty with brains Years of research taught the company how cosmetics can be effective and honest at the same time. The aim: enhance the skin’s natural glow without overshadowing it. Cent Pur Cent commits fully to sustainable, cruelty-free products made with natural ingredients that improve the skin. “To keep that pinky-promise, we continuously invest in research,” Joke explains. “Dermatologists, pharmacists, and beauty experts support us every day. Cent Pur Cent has got the beauty and the brains!” More than products Care doesn’t stop with cosmetics. The brand provides tutorials and fun facts so customers can make the most of their products. Selfconfidence remains at the heart of it all. “We don’t just sell make-up,” Joke adds. “We empower you with tools, tutorials, and community support. Every beauty deserves to glow with zero regrets!” One hero product is the Loose Mineral Foundation. It combines skin-loving ingredients with flawless coverage, allowing skin to breathe while evening out the complexion with a natural finish. Paired with workshops, even beginners learn to handle mineral make-up like pros. Beauty in challenging times The past years have been marked by economic uncertainty, but Cent Pur Cent found that people still crave self-care. Its products are not just cosmetics but little moments of joy and confidence. At the same time, the market has shifted between offline and online shopping. Cent Pur Cent, primarily an offline brand, values in-person experiences where customers can try products, get personal advice, and connect on a deeper level – something online-only competitors can’t offer. Still, the company recognises the need to adapt. “The market evolves fast,” says Joke. “We’re strengthening our online presence so our community can enjoy Cent Pur Cent from home as well.” Standing out in a crowded market With competition fiercer than ever, clear storytelling is essential. Cent Pur Cent’s message is simple: the brand is about more than products – it’s about empowering people to use them with confidence. That mission has not gone unnoticed. Recently, Cent Pur Cent was awarded Best Mineral MakeUp Brand 2025 – Benelux in the Global Excellence Awards. Looking ahead The next five years will bring bold plans. “Instead of waiting for customers to find us, we’ll bring beauty directly to the people,” Joke reveals. The company aims to open brand-stores and create pop-up experiences where customers can discover, try, and learn about the products in inspiring, hands-on ways. “Our mission is to make beauty accessible, personal, and empowering,” Joke concludes. “By combining mineral expertise with engaging workshops, we’ll give everyone – from beginners to beauty lovers – the skills and confidence to shine.” Contact Details Contact: Joke Heedfeld Company: Cent Pur Cent – Mykla BV Web: www.centpurcent.com More Than Skin Deep
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