PURELY BELLA

Esthetician. Advocate. Anti-Aging Dissenter.

After more than 30 years in the treatment room, I’ve learned this:

women don’t come in confused because they’re uninformed, they come in confused because the industry refuses to tell the truth.

The moment that changed everything happened across from me.

A client, sharp, successful, radiant, sat in my chair in tears.

“I don’t recognize my skin anymore,” she said.

She wasn’t alone.

Week after week, I watched confident women experience the same sudden shift: dryness that wouldn’t resolve, sensitivity that came out of nowhere, products that stopped working overnight.

Not because they were doing something wrong.

Because perimenopause had changed their skin’s biology.

The Industry Was Still Selling the Wrong Solution

As estrogen declines, skin loses its ability to retain moisture, regulate inflammation, and defend itself against oxidative stress.

And yet, the beauty industry kept offering the same answer:

anti-aging formulas designed to fight, strip, and correct.

I knew that approach didn’t work, because I was watching it fail women in real time.

So, I stopped looking for trends.

And started building what hormonally changing skin actually needs.

Why Astaxanthin Became Central

Astaxanthin stood out not as a miracle, but as a match.

A marine antioxidant up to 6,000 times more powerful than vitamin C, it supports the exact stressors I saw in perimenopausal skin every day: barrier breakdown, inflammation, moisture loss, and oxidative damage.

It didn’t promise erasure.

It offered support.

That distinction matters.

Why Purely Bella Exists

Purely Bella was born from three decades of witnessing women feel unseen during one of the most profound transitions of their lives.

At 52, I founded this brand because my treatment room can only hold one person at a time —

but this message needs to reach millions.

You are not invisible.

Your experience is real.

And your skin deserves skincare that understands hormonal change — not one that fights it.

We don’t do anti-aging.

We do inform, supportive care for skin that’s changing.

Welcome to Purely Bella.

Cathi, esthetician for over three decades & certified health coach