By Mia Fitzpatrick
Beauty without compromise.
Makeup, skincare and more for your everyday ritual.
Shop the collectionBeauty without compromise
PURE campaign
In Mia’s words
Why I Created PURE
PURE isn’t just another makeup line. It was born from my own experience.
I developed a severe reaction to acrylates and spent multiple months in and out of hospital trying to understand what was happening to my skin. My allergy completely changed my relationship with beauty and, for a while, stopped me from doing what I loved most.
Acrylates were named the American Contact Dermatitis Society’s Contact Allergen of the Year in 2012. In 2020, isobornyl acrylate (IBOA), a specific type of acrylate, was again named Contact Allergen of the Year — highlighting just how significant these ingredients can be for those who are sensitised to them.
I had to find beauty products that wouldn’t cause a reaction, but I couldn’t find a brand that offered everything I needed without compromising my health.
That’s when I realised I wanted to create it myself.
PURE was created from my passion for beauty and my desire to give people more choice — because you shouldn’t have to choose between your health and the things you love.
This brand is for those who want clean, organic, vegan and truly PURE beauty.
Because beauty should never come at the expense of your health.
PURE – Beauty without compromise.
Mia Fitzpatrick, Founder
Beyond the beauty ritual
The world of Mia.
Vegan options
Cruelty-free
Zero animal testing
Paraben-free options
All-natural options
Natural beeswax options
Gluten-free options
Talc-free options
Made in Canada
Recyclable packaging options
Tracked shipping
U.S. cosmetic labeling
The campaign
Radiance, unhurried.
PURE beauty campaign concepts in warm, neutral settings. Some products shown are not part of the current shop collection.
Find your everyday favourites
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More choice
Beauty. Your way.
Discover vegan options alongside a wider world of beauty. Choose the formulas, textures and shades that feel right for your everyday ritual.
Vegan describes how a formula is made. It is not a claim that a product is allergy-free or suitable for every skin. Always read the full ingredient list.
Explore beautyWhy vegan
Why we love vegan beauty.
Vegan skincare and makeup bring together thoughtful ingredient choices and the pleasure of a beautiful daily ritual.
Explore the collection- 01
No animal-derived ingredients
Vegan skincare and makeup leave out ingredients that come from animals. Beeswax, lanolin and carmine are classic examples; plant-based and lab-made alternatives take their place.
- 02
More ways to formulate
Plants and lab-made ingredients both have a place in vegan formulas. Silky textures, soft-focus finishes and rich colour can be created without animal-derived ingredients.
- 03
Beauty that reflects your values
Choosing vegan is choosing what goes into your routine, without giving up any of the pleasure of it. The mirror, the textures, the ritual stay just as indulgent.
Vegan describes ingredients only. Claims about animal testing are separate, and how a product suits your skin depends on its full formula. Always read the ingredient list.
The ritual
Three gestures. Morning to night.
- 01
Mist
Rose water, any hour.
- 02
Treat
Collagen peptide serum, morning and night.
- 03
Finish
Vitamin E oil, two to three drops.