Former MAC Cosmetics chemist establishes Pure Culture Beauty brand

Victor Casale teamed up with Joy Chen, H2O+ Beauty’s former CEO, to launch the customised skin care brand

The former Chief Chemist at MAC Cosmetics, Victor Casale, has launched a customised skin care brand in partnership with H2O+ Beauty’s former CEO Joy Chen.

Pure Culture Beauty is said to use data and science to offer personalised skin care products that are developed to target the user’s microbiome and improve skin health, thanks to the products’ blend of ‘clean’ and active ingredients.

The brand’s first line of gender-neutral skus include a cleanser, serum and moisturiser.

“We know skin care is personal and that the products you use should reflect your particular skin needs; yet most people don’t understand their skin type and health, which leads them to choose products that aren’t the best fit,” said Chen.

“With this launch, we’re empowering consumers to gain a deep understanding of their skin and offering a skin care routine that’s just right for them.”

To formulate the customised products, Pure Culture Beauty has teamed up with DNA Genotek and Diversigen to provide skin microbiome collection kits and microbiome analysis services.

“We know personalisation exists in nearly all facets of our lives, but it tends to stop at skin care,” said Casale.

“While consumers can choose what products to use or what brands to buy, they rarely have any say in the product formulation used to address their skin – what’s inside the bottle is the same for everyone.”

He continued: “Pure Culture Beauty is different, we’re developing products that start with the individual and end with targeted, personalised skin care delivered right to your home.

“We’re very excited to finally launch.”

To shop the products, customers can take a free at-home skin test and purchase the brand’s recommended customised skin set for US$149, via

Shoppers can also take part in the skin microbiome test for $199.