Natural vs. conventional cosmetics: pros & cons

5 advantages of natural beauty:

(considering a 100% of natural origin, according to ISO:16128)


Safety. The main reason why a costumer chooses natural over conventional beauty is because they want to escape from cuestionable chemicals, that even if aproved by law, multiple scientific sources have detected issues when it comes to their use. It is a fact that laws take a lot of time to react to these studies (due to the time it takes to research), and that the big companies try to protect their interests before the consumer’s.

An active and safe fragrance. Using natural frangances on products assures that they don’t contain questionable ingredients or allergens. On the other hand, natural fragrances come from essential oils that provide aromatherapy and efficacy to the formulation.
No chemical filters. Avoiding chemical solar blockers ensures that some chemicals allowed by law that aren’t recommended to use aren’t included on the formulations. (1)

Natural symbiosis. Not even nature could tell between a synthetic or natural acid molecule. It is true that a natural extraction is never a 100% pure, and that lack of pureness is what makes its efficacy special, because it takes with it fractions of other vegetal compounds and improves the composition of the active.
Active galenic. Natural oils used on natural cosmetics, substituting silicones or mineral oils, generate a greater bioavailability of substances that nourish the skin on deeper layers. The same happens with natural gums as thickeners, over the use of acrylates, or with the PH balancers that on their natural form aport nutrients to the skin.


5 advantages of hi-tech cosmetics:


Efficacy. The synthetic assets of high efficacy (synthetic peptides) aren’t usually used on natural cosmetics, eliminating from the “natural” substances a lot of high efficacy actives.
Less natural impact. If we really think about it, some “identical to natural” actives have less environmental impact; in the case of a synthetic vitamin C, molecularly identical to a natural one, its natural counterpart needs to be harvested with natural resources and a bigger carbon footprint.

Less allergens. For allergic people, natural cosmetics can be “more aggressive” than conventional because of its toxicological profile, due to the allergens on natural substances, used not only to add a fragrance or in some cases as a preservative. This can make the risk of inflammatory reactions higher.
Stable formulas. Synthetic oils, silicones, emulsifiers, stabilizers, and synthetic antioxidants increase the stability of a formula and make that their color, odor, and appearance don’t change during their use time.
Duration. Technologic formulas last longer open than natural products, for the same reasons explained before.


If you’re the type of person that prefers to be surrounded of all natural things, then APoEM is perfect for you. If instead, you are someone deeply interest on the results, you can blindly trust in  Sepai, because it combines avant-garde actives that are safely formulated on natural galenics, using just natural-certified emulsifiers, preservatives and stabilizers.

-Paola Gugliotta

Founder & CEO


Essential Oils during pregnancy: what is safe and what to avoid

Pregnancy is a really important time in a person’s life. It is the perfect moment to pamper yourself and take care of your body, and therefore your baby.

But can something that you put on your skin affect your system or even your baby? Keep in mind that the skin is an organ, the largest one in fact; it is full of pores and does a great work absorbing what you slather on it. There are medicines and chemicals that work through skin patches and creams, so why we don’t put more thought when applying huge amounts of beauty products is a big mystery.

 Aromatherapy and essential oils can be a really great option o relax and have a nice time, but there are certain essences that aren’t recommended during pregnancy. There are no records of miscarriages or abnormalities due to the ‘normal’ use of essential oils (1), but it still is a controversial topic and it is best to adhere to safety guidelines. Some of the essential oils that aren’t recommended to use are wormwood, rue, oakmoss, Lavandula stoecha, camphor, parsley, seed, sage, and hyssop (2).

However, there are safe herbs that you can use all pregnancy-long. Bergamot, lemon, juniper, lavender, rose, lemon beebrush, mayweed, myrtle, orange blossom, marjoram, and thymes are fine for the pregnant body.

Anyhow, mothers-to-be deserve to feel pampered without fearing what goes into their skin. Learning about what your products are made of and making conscious desitions could lift a worry off your shoulders.

At APoEM we make sure to make this process easier by specifying when our products are safe for pregnancy. But if you have any further questions on the subject, don’t doubt about asking us!


(1) Bensouilah J, and Buck P. Aromadermatology. Abindon, UK: Radcliffe Publishing Ltd.

(2) Wildwood, C. (2000). Of Cabbages & Kings Aromatherapy Myths, part II. Aromatherapy Today, 14, p. 12–14.

Simplify your beauty routine

Beauty is a complex concept, we can’t expect our skin to be in optimal conditions with just one product, just like we can’t keep our body healthy with one meal a day. Often, we try to generalize our routine when we should be paying attention to details in order to take care of our individual needs.

For example, people with a combination skin type should use different products for every section of their faces. This means two serums, two cleansers, two moisturizers and so on. The same concept is applied to the skin with spots, dermatitis, open pores, and other specific needs.
However, it is common to get confused and end up using too many products, making our beauty routine way too complicated and time-consuming. This is why we want to help you understand how to make your beauty routine easy and simple without taking out any vital steps.



    These are the three steps you should never skip! Cleanse, moisturize and protect.
    Take into account that if you have oily skin you could skip the morning cleanser and use just water. With every other skin type, cleansing day and night is vital. At night, use a cloth or cotton pads to gain extra cleansing points.
    Afterward, keep your skin hydrated. Go for your preferred serum, but remember: every skin type has its own needs. This means that if your face is, for example, oily in some parts and dry in others each zone will need their specific products to ever reach balance. Same goes for spots, rosacea, spider veins or any other case. Treating each issue individually will help you treat them all efficiently.
    When it comes to protecting, there are two things you could do: moisturizing and a good old SPF. During the day you could stick with the sunscreen or go for a moisturizer with SPF if you want to make things easier. But at night, make sure to get that healthy amount of moisturizer your skin needs, no matter the skin type.



    There are some procedures you could save for a special day. Take it as a pampering day to take care of your skin and relax once a week. It doesn’t only make your daily routine shorter, it’s also better for your skin as some treatments can be harmful when done every few days.
    Exfoliating is a good option for those with combination, oily or thick skin. Normally your skin shouldn’t need help to get rid of dead cells, but the truth is that sometimes, due to sun exposure, polluting agents or simple genetics, our skin might need a hand getting extra clean.
    Another good option could be a face mask, it works for every skin type as there are many to pick from and could help with specific needs. Like in the case of Sepai, with three face masks to take a pick from depending on what you’re looking for. Or go for the one we have at APoEM, the Replenish Glow Mask


    Besides all the work at home, it’s important to have a professional hand and a specific treatment tailored just for you. What a beauty center, equipment, and products can do for you doesn’t compare to what we achieve at home. It is good to have a deep cleanse once in a while and an experienced opinion.



    Keeping track of our skin is indispensable. A visit to the dermatologist will help you control your freckles, spots, moles and any other situation because all of these conditions have a solution and it’s important to prevent unhealthy scenarios.


Taking care of your skin might seem like a boring chore to some, but we must remember that skin is our largest organ, after all, so we must take as much care of it as we do with the rest of our body.
With patience and understanding it can become easy and even enjoyable, we advise you to take some time to know your skin better and get used to a routine you like to keep on making good habits and living a healthy life.

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