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About

beauty made by nature

 we like the squeaky clean and nerdy type

natural + organic

BE PURE BEAUTY is a healthy beauty store where your clean beauty journey begins. We form a bond with our customers based on our values 

healthy beauty + healthy affirmations.

"You are Beautiful"

 

THE PROCESS OF FIVE

PURE AND SAFE BEAUTY IS OUR GOAL FOR OUR PEOPLE AND THE PLANET.
WE USE THE RULE OF FIVE FOR CHECK POINTS IN OUR PURE PRODUCT RESEARCH.
1- RIGOROUS SCREENING - WE READ THE LABELS FOR YOU. CHECK THE INGREDIENTS AND RUN THEM THROUGH TWO DATABASES. EWG SKIN DEEP AND THINK DIRTY. BOTH HAVE SMART PHONE APPS THAT CAN BE DOWNLOADED AND USED TO SCAN PRODUCTS IN YOUR BATHROOM AND COSMETICS BAG. ALL YOU NEED IS A BARCODE OR YOU CAN SEARCH INGREDIENTS. LOOK FOR THEIR RATINGS IN OUR STORE. 
 
2 -THE NO LIST - BANNING THE DIRTY INGREDIENTS. SEE THE DIRTY 30 FROM TEENS TURNING GREEN.ORG 
3 - RESPONSIBLY SOURCED - WE BELIEVE IN CRUELTY-FREE COSMETICS. SUSTAINABLY SOURCED INGREDIENTS. RECYCLABLE & RECYCLED PACKAGING. PLANT SOURCED, NATURAL AND ORGANIC INGREDIENTS. WE LOVE OUR PLANET AND ARE 5-Gyers SUPPORTERS. 
4 - PURE TRANSPARENCY - THE COMPANIES WE CARRY NEED TO HAVE TRANSPARENCY FOR THE SAFETY OF OUR CUSTOMERS. WE BELIEVE HAVING THE FACTS ABOUT THE INGREDIENTS IN OUR PRODUCTS AND SHARING THEM WITH YOU. 
5 - GET EDUCATED - WE ARE ALWAYS LEARNING ABOUT THE NEW INGREDIENTS AND WHAT THEY MEAN TO OUR HEALTH AND WELLNESS. WE HAVE PARTNERED WITH THINK DIRTY SHOP CLEAN AND RESEARCH THROUGH ENVIRONMENTAL WORKING GROUPS DATABASE SKIN DEEP. THERE ARE DATA GAPS IN THE THOUSANDS OF INGREDIENTS LISTED, AND IT'S IMPORTANT TO US TO UNDERSTAND THEM. BECAUSE COSMETICS ARE UNREGULATED TO THIS DAY, WE HAVE TO KEEP OUR PENCILS SHARP AND OUR NOTEBOOKS OUT. 

 

We consciously curate the best green beauty from conscious brands that use clean ingredients. We believe that making the switch to non-toxic natural beauty should be simple. So we put on our research glasses and check the ratings of products and ingredients to come up with only the best in green beauty. We believe that natural beauty is about healing and not fixing flaws because we think you are already beautiful! We love the passionate brands that are intentionally simple with the ingredients they choose and spell out what they are putting into their products, and what they will keep out. We only hang out with brands who aim to keep our people, planet, plants and animals safe. 

 

When we begin to discover clean living, we go on a journey. It usually begins with the food we eat. As we start to understand how our food is made and the ingredients in it, how it's grown, and why it needs to be organic, pesticide free, and non-GMO. Then our journey changes to what we use for cleaning our home, why it needs to have safe chemicals since it comes in contact with our skin. Finally, we look to what is going on our bodies like our skincare and makeup. We want the ingredients to be simple, straightforward and natural, just like our food, we don't want a list of things we can't pronounce.  I started with food and saw the amazing healing. As I began to move away from processed foods with ingredients lists that didn't make sense, I saw my body heal. This translates into makeup and skin care as well. Discovering my health issues began to clear the more I removed toxic chemicals from my life. So many of us experience skin issues that we don't know how to fix, sometimes it takes cleaning up the products we use. That's why I founded Be Pure Beauty. As a mother, makeup artist, and skin therapist, I embarked on a journey of finding products with great ingredients that I could use professionally. 

The best test for our family is if I wouldn't put it on or near my little one, then it doesn't belong in our store. I LOVE the brands in this store and look forward to hearing the positive changes experienced on your own journey of becoming a Pure Beauty. 

 

xoxo

April

 

Giving Back

We support 5 Gyres, Charity Water, Table NC. Giving back is just what is right. We support organizations working hard to restore our precious resources, and honor every single human life.  

5 Gyers

We love and value everyone's wellness - humans are beautiful, interesting, creative, and innovative. We love our brands that are committed to:

 Non-toxic, synthetic free products is the beginning. Caring for our bodies with them, on ourselves, our babies, our guys, and our friends we begin to create a clean product culture, and the belief that they are better for the health of everyone.  

 We love the planet! Created with love by God, who gave us the natural world to be stewards of. To care for support, and give back to, not just take from. As a company founded on gratitude for this gift, we aspire to support the planet with life-giving practices of recycling, finding brands that use sustainable productions methods, and recycled packaging. We even use up-cycled fixtures for our shop in Durham NC. 

 As a Christian founded company we value transparency, so we added database ratings to ensure that customers can know what they are getting before they buy. 

 We believe in being able to shop safe beauty. We are dedicated to researching what is in the products we carry, looking for clean and simple ingredients lists that speak for themselves as the real deal pure. Cruelty-free, organic and natural botanicals, synthetic free, and made in the USA. We are in love with the pure products out there today and support the ingenuity of the USA companies who make them. 

 

 

 Pure Products

 

WHAT IS IMPORTANT

 Pure Beauty is not just about your outer appearance but also your inner well-being. We believe that Pure Beauty is essential to the health and well-being of all people and the whole planet. It's not just about the products we sell but the planet we protect and love. We refuse to sell "natural looking" products, with sort of natural ingredients. We are out there looking for the real deal clean and offer only that to our hard working researching Pure Beauties. We are dedicated to providing the information that has real facts about the toxic ingredients still being added to our cosmetics, all without regulation. We are not tired of telling the truth about the dirty cosmetics industry. 

 

 

PURE PRODUCTS | PURE BODIES | PURE PLANET