Amoureux: The Soft & Cozy Side of Skincare
- Bethany Ramsay
- Mar 9
- 7 min read
Sensitive-centric skincare without compromise? Sign us up.
We were initially drawn in by the well thought out branding on Amoureux Beauty's socials -- from the design aesthetic and messaging, to the refreshing and candid founder-forward video content. But after getting our hands on the two products recently launched by the brand, we were really sold.
"The sensitive skincare experience has long been defined by compromise — basic formulas over potent actives, no-frills over indulgent experiences. In the 'World of Amoureux,' we challenge these tradeoffs," says Amoureux founder Jeanine Mojum.
The brand name Amoureux translates to 'in love' in French and love remains at the center of its ethos.
"We bring that sentiment into skincare by replacing alarmist messaging with warmth and optimism. Our deep green and signature yellow contrast the clinical aesthetic, and our product names Cozy Cream and Soft Serum are centered on feelings rather than allusions to optimization," Mojum explains.
Encouraging its community to be softer with themselves is a huge part of the messaging. Mojum views Amoureux as a "cool therapist friend" that is kind, but still a straight shooter.
"She’s there for the nights in watching movies on the couch, but she’s going to rally and show up for you when you need to push professionally. This duality is at the core of the brand," the founder shares.
Amoureux is proof that despite all the talk about beauty and skincare being oversaturated spaces, there are still gaps to be filled that other brands have continued to miss the mark on.
It's about more than just basic skin barrier care.
"[We're] redefining sensitive skincare, targeting more complex skin concerns like breakouts, hyperpigmentation, and signs of aging. Solving these issues is challenging for people with sensitive skin, since most active ingredient-driven formulas like exfoliants and retinol are too harsh for [them] and traditional sensitive skincare products are typically too simple," Mojum says.
Amoureux sets out to bridge these two approaches previously kept separated with its inclusion of clinically-validated actives and emphasis on innovation with its product development.
Another big focus for the brand is perfecting its product textures -- this was one of our favorite parts of the testing phase at Beauty Brief HQ and its safe to say that Amoureux has nailed it with its final formulas.
"One of the biggest challenges was achieving these textures without relying on silicones, PEGs, or other synthetic polymers," the founder explains.
Retailing at $58, this rich reparative cream is packed with multitasking benefits without weighing heavy on the skin. Ideal for all skin types, it's fragrance-free and helps to moisturize and replenish.
"We wanted a rich cream with body — one that felt deeply nourishing for dry skin but not overly occlusive. It needed just the right amount of glide without feeling greasy and a second-skin finish that layered seamlessly under makeup," Mojum shares.
Product Benefits:
Boosts elasticity
Reduces the appearance of fine lines
Calms skin and reduces redness
Deeply hydrates & replenishes skin barrier lipids
Key Ingredients:
Centella Asiatica Cell Culture - Improves elasticity, tightens, and reduces wrinkle depth with 16,000+ peptides
Heterotheca Inuloides Extract - Plumps, firms, increases luminosity, and reduces redness
Beta-Glucan - Soothes, decreases redness, and moisturizes
Ceramides - Strengthen skin barrier function, improve hydration, and prevent the absorption of pollutants
Cholesterol + Fatty Acids - Work synergistically with ceramides to replenish vital skin lipids, improve suppleness, and protect against external stressors
Squalane - Moisturizes and supports the skin barrier
Glycerin + Glyceryl Glucoside - Hydrate and improve moisture retention
Retailing at $48, this enzyme-based serum is a silky exfoliating product that helps to refine, decongest and brighten the skin. The results are a smoother, glowier complexion.
"I knew this had to be lightweight and fast-absorbing to work for all skin types. Most exfoliating serums tend to feel tacky, so creating a silky, non-sticky texture was a priority especially because this is a product that should be used at night. No one wants to feel like their face is sticking to their pillow," the founder explains.
Product Benefits:
Decongests skin and smoothes texture
Evens tone
Minimizes the appearance of pores
Softens skin
Key Ingredients:
Pomegranate Enzymes - Gently resurface skin, reducing dullness, rough texture, and uneven tone
Potassium Azeloyl Diglycinate - Brightens and balances oil production
Niacinamide - Improves texture, reduces pore size, and evens tone
Marrubium Vulgare Extract - Decongests skin and protects against pollutants, reducing blemishes, texture, and softening skin
Kale Leaf Extract - Lightly exfoliates, improves water retention, and nourishes with antioxidants
Beta-Glucan - Soothes and reduces redness
Squalane - Moisturizes and supports the skin barrier
Glycerin - Hydrates and helps skin retain moisture
"We knew we had the final formulations product testers feedback consistently was showing that we solved for our key parameters and when they started reaching out to ask for more," Mojum says.
Despite consumers being more educated than ever with the plethora of information available at their fingertips in 2025, there's still a major issue with misinformation and overall confusion when it comes to how to properly take care of our skin.
We asked the Amoureux founder what she feels like is the most common misconception among skincare consumers today: "They underestimate the power of incremental change. It’s tempting to overhaul your routine when you’re not seeing results, but changing too many products at once can do more harm than good," she explains.
Products targeting sensitive skin are often seen as lacking any major benefits beyond hydration and nurturing. But even the girls at Beauty Brief HQ are guilty at overdoing it in search of impactful results. It's easier to do than most think, despite the increase in knowledge among the average consumer (and even for professionals like us...oops!)
Whether you have sensitive skin or not, an adjustment period is always going to be necessary in order to achieve great skin. Mojum warns consumers to be cautious when swapping multiple products at once, due to the inability to decipher what's working in a skincare routine, or what isn't when you introduce too many new things simultaneously.
"Small modifications, rather than a complete overhaul, help your skin stay balanced and healthy," she says.
At Beauty Brief HQ, we're major advocates for indie brands and fellow women entrepreneurs. We exist in uncertain times - for brands, for consumers, and for professionals in all areas within the industry. Going to market as a new brand in 2025 requires a new level of bravery and self-advocacy from founders.
"I truly believe that indie brands are some of the most important drivers of innovation, especially considering how much the beauty industry has simultaneously grown and consolidated over the past few years. As a beauty lover this excites me, but unfortunately this consolidation often leads to more of the same coming from brands looking to continue growth from existing product franchises and trends. To be clear, this isn’t a critique of the brands themselves, but a byproduct of the systems within which they operate and a natural cycle of almost any business today," the founder explains.
Being being a new indie brand still comes with a lot of perks and opportunities, even now.
"We have the freedom to focus entirely on the consumer we’re building for. This allows us to challenge the status quo, questioning everything from the product development process itself to how we choose to connect with our community. We can make it as personal as we want it to be," Mojum says.
Mojum points out that the beauty marketing of today still tends to focus on never-ending pressure for self-optimization, reminiscent of the girl boss hustle culture we thought we were further away from than we are in reality.
"Just look at the language — products promising to 'fix' or 'save' your skin. Confusing messaging around active ingredient percentages pressures consumers into using stronger products, an approach that doesn’t work for consumers with sensitive skin," she states.
Every aspect of the Amoureux brand has been shaped by its community. While the founder was still studying at Wharton, she first started her in-depth 'customer discovery interviews' to learn about real beauty routines.
"At the time, I wasn’t even sure if I would start a company. I just wanted to understand if there was a problem that had both a physical and emotional need," Mojum says.
Many of these same people became part of Amoureux's early product testing community, completing skin profiles, conducting at home product testing, and providing feedback.
"My top priority was performance, so our consumer testing focused heavily on efficacy first. Once it was clear that people were seeing results with the actives in the formula, we focused on the texture and wear of the formulas. I’m incredibly grateful for the 100+ product testers. Their insights helped us create launch formulas that are unique and deliver real results, feel amazing on the skin, and fit seamlessly into any routine," the founder shares.
For Mojum, the greatest joy of founding her brand has been getting to hear from the customers themselves regarding their experiences using the products.
"I’ve cried of happiness every time we’ve received a message from a customer who has PCOS or deals with hormonal breakouts because I understand that feeling of desperation of trying so many things that don’t help. All I want to do is make people feel better in their skin and these are the moments that are the most meaningful to me," she says.
The NYC-based brand has been thriving with word-of-mouth referrals being a major growth driver, but still has its heart set on increased awareness in 2025. Part of Mojum's strategy will include in-person experiential activations that allow new consumers to see the gorgeous products and textures up close and personal.
If you're in NYC, you'll have the opportunity to experience Amoureux IRL at its first ever pop-up event this spring. For more information and to reserve your spot, you can register here.
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