La Purative is more than just a skincare brand. It is a carefully distilled philosophy of elegance, rooted in the rich soil of Provence and shaped by the clean, sea-salted air of Monaco. At its core lies a vision for a better kind of luxury – conscious, transparent, and in harmony with nature. And behind that vision is Stefan Parkes, a 29-year-old entrepreneur whose journey from hospitality to sustainable beauty reflects the values of a new generation.
Born in the Canary Islands to a family spanning Belgium, France, and the UK, Stefan’s roots are as diverse as the brand he has co-created. He spent his formative years between the coastal villages of Provence and the sophistication of Monaco, a contrast that became the foundation of La Purative.
“I’ve always been drawn to life by the sea, the mountains, and the countryside,” he recalls. “I studied and worked mostly in Monaco, but spent my weekends along the French Riviera, where the slower pace and rich cultural heritage helped me appreciate both its elegance and its simplicity. Blending Monaco’s refined atmosphere with Provence’s natural abundance felt like a natural step, especially using the incredible local produce and Mediterranean ingredients.”
That fusion became La Purative: a brand that reflects Stefan’s upbringing and deep respect for place, heritage, and nature.
Defining Conscious Luxury
Luxury is evolving, and Stefan is at the forefront of this transformation. The idea of “conscious luxury” isn’t a marketing trend for him; it’s a personal creed born from reflection and experience.
“To me, luxury used to be mostly about image, craftsmanship, and finesse. But now, with consumerism everywhere, people ask: What am I buying? Where is it made? What impact does it have?”
The pivotal shift came during the Covid-19 pandemic, when Stefan found himself moving from the buzz of hospitality to the serene world of luxury skincare in Switzerland.
“It was a window into something I never imagined,” he recalls. And with the right momentum and Monaco’s unique opportunities calling, the leap felt not only possible — but inevitable.
Made in Monaco, Rooted in Purpose
For Stefan, it wasn’t enough to simply start another beauty brand. He wanted to create something that aligned with his values: clean ingredients, ethical sourcing, transparency, and sustainability — all without compromising on quality and elegance.
“Discovering that Monaco had three local production facilities was a revelation,” says Stefan. “We were fortunate to find a manufacturer who understood our vision and could develop our products right here in the Principality.”
Being Monaco-made brings a unique set of advantages, and responsibilities. “Monaco is synonymous with luxury and quality, which fast-tracked trust for a small brand like ours,” he says. “But with that comes the pressure to live up to very high standards.”
The products reflect those standards. Each item in La Purative’s hand and body care line is certified organic, biodegradable, refillable, and packaged in minimalist glass to reduce waste.
The ingredients read like a Mediterranean dream: organic rosehip seed oil from a fair-trade farm in South Africa, sesame oil, chamomile, and the brand’s signature perfume made from 15 natural extracts sourced from Grasse.
That scent — Voyage en Provence — was crafted to evoke the pine-fringed coastlines of the Côte d’Azur.
“Customers often comment that they ‘smell pine’ even though it’s made from a blend of floral, citrus, herbal, and woody notes,” says Stefan. “It’s a beautifully layered sensory journey.”
A Product with a Mission
La Purative doesn’t just sell soap or hand creams. It sells a message: that luxury can — and should — support global wellbeing. Stefan’s passion for ethical business practices permeates every product decision.
“We’ve eliminated all harmful ingredients and hold strict certifications,” he says. “In 2022, we were the only luxury-certified organic brand recognised by Ecocert.”
That pioneering spirit has attracted the attention of Monaco’s hospitality sector. The brand now collaborates with Hotel Miramar, Monte Carlo Bay Hotel & Resort, the Monaco Yacht Club, and even JW Marriott in Cannes. Their hand soap and lotions are used daily in hotels and wellness centres across the region, and a new range of reed diffusers is in development.
Partners, Stefan says, appreciate the integrity of the brand: “They value our elegance, local sourcing, and sustainability messaging, which they can relay to their guests and stakeholders.”
Entrepreneurial Energy at MonacoTech
Being accepted into MonacoTech was a defining moment. It validated La Purative’s place within the principality’s innovative landscape.
“I applied thinking ‘maybe it’s not for us’, but they accepted us that very day,” Stefan remembers. “The training gave me confidence, but even more valuable was the community. Monaco is small, and introductions come quickly.”
That network has been vital. As a young entrepreneur navigating a highly competitive sector, Stefan acknowledges the learning curve.
“On a personal level, everything is new — every milestone comes with a learning curve,” he says. “Building that initial trust among partners has been tough. You need industry insight — understanding competitors, procurement routines, decision criteria — to streamline adoption.”
Looking Ahead
La Purative has ambitious plans for growth. Having exhibited in Dubai and Shanghai, and recently participating in the Dubai Hotel Show, the brand is eyeing expansion into the UK, Saudi Arabia, and beyond.
“The Middle East, including Saudi, is a fascinating next frontier: luxury + sustainability is trending there, and it aligns perfectly with our strengths.”
And if he could change one thing about the beauty products industry?
“I’d eliminate single-use plastic. Travelling to places without recycling infrastructure made me viscerally aware of its impact.”
A New Era of Luxury
As the beauty industry reckons with its environmental footprint and the demands of a new generation of consumers, brands like La Purative are lighting the way forward. With products made in Monaco, a commitment to transparency, and a founder who leads with heart as much as ambition, La Purative represents not just the future of skincare, but the future of luxury itself.
“I couldn’t stand behind a product I didn’t believe in,” says Stefan, an avid traveller and nature lover. “Incorporating my values into our brand and products feels natural and essential.”
That authenticity is the true essence of conscious luxury — and it’s made right here in Monaco.
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Main photo: Stefan Parkes, credit: Monaco Life