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.