Beauty and environmental protection have never been opposing forces. While making oneself more beautiful, it is actually possible to maintain the natural beauty of the environment. More and more brands have proven this point by creating eco-friendly beauty products without harming the earth, balancing the relationship between the two. In recent years, more and more people have been paying attention to Clean Beauty, extending the “non-toxic” trend to beauty and body products. Since its inception, Purearth has been committed to green sustainable beauty principles, and the brand has recently entered IFC Lane Crawford, giving everyone another option to choose “non-toxic, pure beauty products.”
Purearth was founded in 2014 by former lawyer and bank director Kavita Khosa, who gave up the high-paying job that everyone desires and resolutely ran to the high-altitude areas of the Himalayas to embark on years of research, extracting natural ingredients from the region and blending them with her native Indian lifestyle science and philosophy Ayurveda to create skincare products that are additive-free and environmentally friendly.
In addition to Clean Beauty, Purearth also practices the concept of slow beauty, which advocates for slowing down, reevaluating whether beauty products truly meet individual needs, understanding the relationship between skincare and oneself, and learning to enjoy the process of caring for the skin to achieve true physical and mental health. Therefore, Purearth’s products only use the most natural ingredients, allowing the skin to absorb the best nutrients and experience the most delicate care, truly experiencing the beauty of slow beauty.
Have you ever thought that using skincare products can not only make yourself better but also indirectly make the environment better, and even help people you have never met? In addition to using natural ingredients to make products, Purearth further implements environmental protection concepts in product packaging, not only using biodegradable materials, recycled paper, and other recyclable materials, but also initiating a recycling program with the motto “Get. Give. Grow.” They offer free home pickup of empty bottles, reuse them for non-commercial purposes, and plant a corresponding number of trees based on the number of bottles collected, practicing the principles of “low carbon emissions” and “zero waste.”
It is only natural for businesses to focus on making money, but they must not forget the importance of fulfilling social responsibilities. Purearth sources materials from the local Himalayan region and also gives back to the community by helping local women earn a living through partnerships. Additionally, the brand has established Self Help Groups in India to assist women in finding employment through soap-making, distillation, and other work. Furthermore, Purearth has initiated “The Toilets Project” through its foundation, Pure Purpose Foundation, building around 70 toilets locally to provide women with a more hygienic and secure environment for using the restroom. Purearth quietly elevates outer beauty for everyone while making the world a better place.
資料及圖片來源： Purearth
