Deriving its name from the English word “purity” and the Chinese character for “soil” (土), PURITO wants to be open and transparent about what its customers are putting on their skin. To that end, they utilize pure and natural ingredients derived from the earth, ensuring that their ingredients are EWG Green (safe) and toxin/chemical-free whenever possible. Aware of the “green-washing” going on in the beauty industry, PURITO aims to be open and honest with its customers, providing products that are truly natural and safe, even for a child’s skin. One example is their use of purified water instead of extract water, which can sometimes irritate sensitive skin types.

PURITO also doesn’t believe that fancy packaging or expensive marketing or spokesmodels are indicative of a great skincare product, so they spend their money on the formulation and ingredients, not “appearance.” They strive to use eco-friendly packaging, they never test on animals, and they believe in making great skincare affordable so everyone can use it.