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Brand Story: Purito Seoul

Purito Seoul, is a contemporary Korean skincare brand dedicated to creating delightful, sensory experiences inspired by Korean ingredients, culture, and the vibrant city of Seoul. Founded in 2017 by High Nature Co, Ltd., the brand is committed to providing effective and ethical skincare solutions.

Core Values and Mission:

  • Sustainability: Purito prioritizes environmental sustainability and minimizes its ecological footprint.
  • Ethics: All Purito products are vegan and cruelty-free, and the brand avoids animal testing in its supply chain.
  • Natural Ingredients: The brand carefully selects high-quality, natural-derived ingredients.
  • Customer Focus: Purito is dedicated to understanding and meeting the needs and preferences of its customers.

Product Range and Innovations:

  • Diverse Offerings: Purito's product line includes serums, cleansers, toners, eye creams, moisturizers, BB creams, and cushion compacts.
  • Best-Seller: The Centella Unscented Serum is a popular choice for its soothing and hydrating properties.
  • Vegan and Cruelty-free: All Purito Seoul products are vegan and cruelty-free, and its ingredient suppliers do not conduct animal testing.
  • Sustainable Packaging: The brand uses recycled materials and biodegradable packaging to reduce its environmental impact.

Key ingredients

The key ingredients of Purito Seoul products are Centella Asiatica, Deep Sea Water, Jeju Hydrangea, and Damyang Bamboo, all sourced from Korea.

  • Centella Asiatica: Harvested from various Korean terrains, Centella is renowned for its exceptional soothing properties.
  • Deep Sea Water: Sourced from Korea's East Sea, Deep Sea Water offers mineral-rich hydration.
  • Jeju Hydrangea: Harvested from the picturesque Jeju Island, Hydrangea is known for its ability to enhance skin elasticity and reduce wrinkles.
  • Damyang Bamboo: Damyang-sourced Bamboo Extract contains a rich array of amino acids and minerals that strengthen the skin barrier.

Korean Heritage and Global Ambition:

  • Name Meaning: "Purito" is inspired by the Korean word "정화" (purification), reflecting the brand's commitment to pure and effective skincare.
  • Connection to Nature: The "To (土)" in PURITO symbolizes the brand's deep-rooted connection to the Earth and its natural resources.
  • Purito to Purito Seoul: In March 2023, the brand changed its name from "Purito" to "Purito Seoul" to emphasize its Korean origins. This decision was part of a larger strategy to introduce the beauty of Korea and Seoul to a global audience. According to Inje Cho, CEO of Purito Seoul, many global cities have cosmetic brands associated with their names, such as L'Oréal Paris, Maybelline New York, and Shiseido Ginza. Purito Seoul aims to become a recognized representative of Korean cosmetics worldwide.

With its focus on sustainability, ethics, and natural ingredients, Purito Seoul has gained popularity in various regions, demonstrating the growing appeal of Korean skincare and the brand's commitment to providing high-quality products.

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