Argentum - Innocent - No. 11 - Water Collection

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The founder's dream

The story began with founder Joy Isaacs. Born and raised in South Africa, her mother used silver gel as part of her home medicine cabinet to treat scratches, burns and grazes and prevent infection. When her sister's skin showed signs of acne as a teenager, antibacterial silver ensured that her skin remained clear and free of blemishes. After starting a family in London, Joy continued to rely on silver to care for her three boys. In 2010, she underwent major surgery and experienced the miraculous healing power of silver once again when her surgeon used silver-infused wound dressings. Shortly after this experience, Joy had a vivid dream.

The meeting of minds

It was a dream filled with tremendous energy, from which she awoke with a clear vision to harness the power of silver for skincare. This was the beginning of the development of Argentum. Joy shared her vision with a friend, whose similar aspirations and passionate commitment led her to meet Dr Gilbert Mouzin, a leading scientist in the field of skin cosmetics. Their goal was to develop a luxurious range of products with natural ingredients that would deliver groundbreaking scientific insights to become a leader in modern skincare.

The story of Argentum

Armed with this knowledge, Sam Gray took charge of communications to spread their message. Inspired by the story, he succeeded in composing a visual feast that embodies the philosophy of Argentum and celebrates the magic of love at first sight. As a couple living in London, it is this magic that influences Joy and Sam every day. Throughout the history, Joy has absorbed important energies, each of which plays a unique role in realising her dream. Her pursuit of balance and inner beauty formed the basis for the twelve archetypes of Argentum – 12 becomes 1.

The perfumes

The story of the Argentum fragrances began many moons ago with the creation of ‘Become’ – the signature fragrance of the flagship product La Potion Infinie and No. 0 in the range of alcohol-free, natural Eaux de Parfum. This gave rise to twelve archetypal fragrances, lovingly crafted in the world capital of perfume, Grasse, using patented water plant emulsion technology. Les Parfums Infinis is a luxurious perfume collection with long-lasting fragrances that are at least 93% natural, free from chemical solvents and gentle on the skin and hair.

Which archetype do you prefer?