Parëva Beauty Debuts Ad Campaign Without Models

Parëva Beauty, the winner of the Indie 360 Pavillion at Suppliers’ Day 2025, has debuted its first ad campaign – sans models.

In lieu of using the illusion of “perfect” models to demonstrate the brand’s efficacy, Parëva Beauty’s “In My Skin” campaign features two loyalist brand advocates sharing their personal skincare stories to show how the products have transformed their skin and boosted their confidence. Since the brand’s February 2025 launch, Parëva Beauty Founder Smitha Rao, skin scientist and longevity expert, said she has set out to create a community of skincare enthusiasts who resonated with the brand’s science-first approach to support skin longevity.

She says the anecdotal stories align with the brand’s mission of “radical transparency,” from product formulations and ingredients to “real” women in ad campaigns. One of them, 51-year-old Meijabe, said Parëva products helped alleviate the effects perimenopause had on her skin and retrieved the confidence of her “great skin” in her 30s and 40s. Another, 30-year-old Maya, said she wasn’t ready for Botox, but wished to use a non-invasive alterative to slow down aging. This was the brand’s 2-Step Age Rewind Core.

The Parëva Beauty “In My Skin” campaign will appear on Instagram and TikTok to drive awareness and engagement.

Forthcoming Collagen Eye Serum

Parëva Beauty will launch Parëva GFP12 Collagen Eye Serum on Aug. 5. Inspired by aesthetic procedures, the serum was developed to address the aging cascade around the delicate eye area—a series of biological changes that begin with collagen loss, weakening barrier function and the gradual decline of fat support beneath the skin. These changes contribute to wrinkles, crepiness, dullness and loss of firmness over time. The five-benefits-in-one formula, officials said, is designed to help interrupt this cascade by visibly smoothing wrinkles, deeply hydrating, strengthening the delicate eye barrier, brightening the eye area and supporting firmer, more resilient-looking skin.

Parëva GFP12 Collagen Eye Serum is powered by 12 bio-actives (six peptides and collagen fragments, a growth factor delivery system, triple lipids and ceramides, multi-weight hyaluronic acids, four clinically studied botanicals) and Parëva’s proprietary Molecur 3 longevity technology to target multiple pathways of visible eye aging to help restore a smoother, firmer and more youthful-looking appearance, according to the brand.

Parëva GFP12 Collagen Eye Serum will retail for $69 next month at parevabeauty.com.