Aten Skincare – Mediterranean rituals for modern skincare
Back to Journal + Musings
ATEN Skincare is a newly launched luxury brand that embodies the slower rhythms and conscious way of living of the Mediterranean through its botanically driven formulations. British-born founder Cher Duval grew up in Barcelona, imbibing the benefits of the locally sourced ingredients and generational culture. She launched ATEN Skincare last month as a response to her own experience with skin allergies and a desire to create a vegan skincare range that brings together botanical ingredients and modern cosmetic expertise. I spoke to her from sunny Spain to find out more.
‘We live in a world that’s increasingly fast-paced, stressful and full of noise, and I felt there was room for a skincare brand that encouraged people to slow down instead of speeding them up. For me, the gap wasn’t another skincare brand—it was a different way of experiencing skincare,’ she continues. ‘Rather than overwhelming people with countless products and trends, I wanted ATEN to celebrate simple rituals inspired by the Mediterranean way of life and, through the products, encourage a more considered relationship with self-care.’
In fact, the name ATEN is derived from the Ancient Egyptian sun disc, a central deity during the reign of Pharaoh Akhenaten and Queen Nefertiti. ‘I’ve always been fascinated by that period – the symbolism of the sun as a source of life, light and renewal. As well as the seismic influence of a Queen who shaped a completely new vision for her time,’ explains Cher.
With a background in ecommerce, digital marketing and product management, and having discovered that she was allergic to cochineal — an animal-derived colourant obtained from crushed scale insects and used in many luxury cosmetic products — the seed of the idea to bring her experiences together into ATEN was planted. Two and a half years of research followed: ‘I was fascinated by how many ingredients used for generations in Mediterranean cultures – jojoba oil, olive oil, rosehip, sea buckthorn and aloe vera – still hold a place in modern skincare, working alongside newer ingredients like hyaluronic acid, peptides and plant-derived retinol alternatives.’ Cher Duval adds, ‘I was also genuinely shocked by how different animal-testing regulations can be between markets. China exempts some imported cosmetics under strict conditions, though certain product categories are still subject to animal-testing requirements, while thankfully, it’s prohibited under EU cosmetics legislation.’
She is quick to clarify that ATEN isn’t about recreating a Mediterranean holiday in a bottle, but about a whole experience of self-care: sensory rituals, slower life rhythms and a moment to reconnect with yourself. ‘I think our skin can often reflect what is happening in the rest of our lives.’
So expect a curated edit of tantalising formulations including ‘Oia Renewal Oil Serum,’ ‘Begur Barrier Night Cream,’ ‘Gozo Glow Cleanser’ and ‘Macarella Micellar Water.’ There are also body and haircare blends like ‘S’Almunia Body Serum’ and ‘Cadaqués Conditioner.’
As someone with very sensitive, reactive skin who experiences psoriasis and eczema breakouts mostly triggered by stress but also irritated by the intense UV in London, particularly during the summer months, I have often found serum textures either too heavy or ‘natural’ ones not meeting my expectations for efficacy. I have been enjoying the first-to-be-curated ATEN skincare product, the Capri Radiance Vitamin C Serum, currently one of ATEN’s most popular products. Carefully selected by Cher after finding that her fair skin struggled to adapt to the constant Spanish sun, the serum reflects the kind of formula she had long been looking for herself. The silky texture absorbs easily into the skin, leaving it feeling hydrated and giving it a fresh, radiant appearance, with an enticing mandarin aroma that transports you into a dreamy fantasy whilst sitting at my office desk!
My initial way into ATEN Skincare was through its retinol-alternative products. Whilst I understand the efficacy and benefits associated with retinol, I have had ‘horror’ moments where layers of my skin have started to peel away due to its stripping effects. Yet I have found confusion around alternative ingredients, even discovering synthetic forms of bakuchiol sold as mainstream products.
I wanted to ask Cher about her discoveries during her deep dive into plant-derived retinol alternatives. Among the ingredients selected for some ATEN products are two botanical ingredients widely explored as alternatives to retinol: bakuchiol and Bidens Pilosa.
‘Bakuchiol, derived from the seeds of Psoralea corylifolia (the Babchi plant), has been investigated in clinical research as a plant-derived alternative to retinol. One randomised clinical study found comparable improvements in signs of photoageing, with participants reporting better tolerability than with retinol,” she continues. “Bidens pilosa is another botanical ingredient attracting interest as a retinol alternative, which is why I wanted to explore both ingredients within the collection.’
ATEN incorporates these ingredients into different products according to their intended cosmetic role. Bidens Pilosa is a core ingredient in the Taormina Cream, a rich everyday moisturiser that focuses on skin comfort and hydration, whilst I have been using the Oia Renewal Oil Serum with bakuchiol. This is a versatile facial oil serum that also features sumptuous botanicals like blueberries, rosehip and evening primrose for a nourishing effect. I have even taken to using it on my hands, where it leaves my skin feeling nourished and looking smoother, with a woody, rose-layered aroma that enables you to switch off and unwind at the end of a long day.
Whilst the ATEN Skincare range products can be used individually, they can also be mixed and matched depending on the time of year and your skincare routine. Cher adds: ‘I apply Oia first to allow the botanical oils time to absorb before following with Taormina as a comforting moisturising step. Whatever you choose, the ATEN philosophy is the same: carefully selected alternatives for people looking for effective skincare with a considered, gentle approach.’
ATEN works with trusted European manufacturers, with a focus on ingredient quality, traceability and the standards required for COSMOS certification. Transparency is central to the brand narrative: each ATEN product is certified COSMOS NATURAL or COSMOS ORGANIC, with ingredient information provided in accordance with applicable cosmetic labelling requirements and certification standards.
What does the future hold for ATEN Skincare?
‘I have a clear vision for where I’d like to take it. I never wanted it to be a brand that sells tons of products or pushes a complicated routine; I want to grow thoughtfully and only introduce products that add value to our philosophy,’ she adds. ‘We want to garner awareness for the brand internationally and, in particular, enter the US market.’ She finishes: ‘I’m equally passionate about building the lifestyle around the brand—a place where people discover not just skincare, but inspiration from the Mediterranean way of life: rituals, wellbeing, nutrition, travel, and the simple daily habits that help us slow down and reconnect with ourselves.’