WHO WE ARE
BE PURE BEAUTY
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.
We use the products on ourselves, our babies and kids. We are creating a clean product culture and believe in them for bettering of the skin and health of our customers. They are sans toxic synthetics and questionable chemicals. We uphold these standards for our conscious consumers, searching for a trusted, transparent beauty source that fits their eco-conscious lifestyle.
WHAT WE ARE NOT
We are not fake natural. We refuse to sell "natural looking" products and carry anything that has fragrance, perfume, parabens, musks, or anything from the Dirty 30 List. We are not the cool kids of cosmetics because we like researching too much. So we hang out at the library a lot and find all the cool data about toxic ingredients to pass along to you.
MEDIA AND BLOGGER ACCOLADES
We in ingredients with integrity in our products. We find USA made and often B Corp certified brands. We only carry cruelty-free because we adore and respect our animals. Using databases such as Think Dirty and the Environmental Working Group's Skin Deep, we are able to skip the products that don't meet our Pure standards.