Etat Pur is owned by NAOS.

French skincare brand created in 2011 by Jean-Noël Thorel, founder of NAOS, conceived around a biomimetic and personalised approach to skincare — providing the skin only what it needs, nothing more and nothing less. Etat Pur selects from just 150 of the roughly 30,000 cosmetic ingredients available, all chosen for their biomimetic compatibility with the skin ecosystem, and offers a modular system of universal Biomimetic Skincare products combined with targeted Pure Active concentrates that consumers mix to address individual skin concerns. The brand was put on hold before relaunching in 2022 with a new identity, new formulas, and a phygital distribution model spanning pharmacy and direct digital channels. Etat Pur is credited as an early inspiration for the ingredient-first transparency movement in skincare. It generated €6.3 million in revenue in 2023, up 56% year on year.