One of PURITO's core values is cruelty-free skincare, and the brand is 100% committed to avoiding animal testing practices. To further support animal welfare, a portion of the brand's profits is donated to the Best Friend Animal Society. Additionally, most of PURITO's formulas are vegan, with no animal derivatives of any kind used in their products. This includes by-products like honey and beeswax.
PURITO also focuses on using smart ingredients in their products. The brand's research lab ensures that only the most effective, necessary raw ingredients are used in each product, and that these ingredients have passed safety measures. The brand also avoids components that can irritate sensitive skin.
In line with its environmental responsibility, PURITO takes little but significant steps towards sustainability. Most of the brand's products are packaged in recycled materials and recyclable packaging. PURITO also considers sustainability when sourcing ingredients for their products, ensuring that they act sustainably wherever possible.
All of PURITO's products are 100% EWG Green Level Certified, meaning that they use only the safest and most natural ingredients. The brand's products do not contain any harmful additives, and are packaged using environmentally friendly recycled paper packaging.
PURITO's dedication to producing natural and honest skincare products has earned the brand a following among younger K-beauty lovers. The brand's founders previously worked with cult K-beauty brand COSRX, and their commitment to research and innovation is reflected in PURITO's products.
In terms of product offerings, PURITO's range of skincare products target various skin concerns. The brand's products are gentle enough to be used on sensitized skin, and include popular items like the Daily Go-To Sunscreen, which provides broad spectrum SPF 50+ PA++++ UV protection and is infused with centella asiatica extract to soothe the skin without leaving a white cast. Other bestsellers include the Cica Clearing BB Cream and the Fermented Complex 94 Boosting Essence.
Overall, PURITO is an environmentally conscious, cruelty-free brand that prioritizes using natural and safe ingredients in their skincare products. Their commitment to sustainability and ethical practices sets them apart from other beauty brands, making them a top choice for those looking for natural and honest skincare solutions.