Formula Dossier

PURE

Clarifying Cleansing Elixir

MORNING · STEP I  ·  EVENING · STEP II

The first act of every ritual, morning and evening. A gel cleanser built on aloe and organic plant extracts, with lactic acid low enough to clarify without stripping and Sodium PCA present to return water to the skin during cleansing.

Clarifying · Balancing · Non-Stripping · 99% Natural Origin

  • Gently Cleanses
  • Reveals Radiance
  • Restores Balance
  • Supports Barrier

PURE at a Glance

Six lines that hold the formula.

01

What it is

A clarifying gel cleanser.

02

When

Morning Step I · Evening Step II.

03

Why it matters

It prepares the skin for every formula that follows.

04

Texture

Soft foaming gel.

05

Finish

Clean, calm, never stripped.

06

Use

Lather in hands, apply to damp skin, rinse.

What makes PURE different Who PURE is for When to use PURE

When to choose PURE

Five daily concerns PURE is built to answer.

PURE sits at Morning Step I and Evening Step II — the first formula the skin meets, twice a day.

  1. I.

    Daily impurity buildup

    Coco-glucoside lather lifts sebum and particulate without stripping the lipid layer.

  2. II.

    Make-up and sunscreen residue

    The second evening step, after DUSK lifts the day's film. Carries away what remains, evenly.

  3. III.

    Dull-looking surface

    Lactic acid at clarifying concentration eases the look of dullness across both rituals.

  4. IV.

    Repeated cleansing stress

    pH calibrated for twice-daily use without escalating sensitivity.

  5. V.

    Barrier discomfort

    Sodium PCA returns water to the skin as the surfactants do their work.

Texture Film Soft foaming gel. Clean rinse. No stripped finish.

PURE in four frames

Micro-bubbles suspended in the gel texture

Frame 01Before it dissolves.

Micro-bubbles suspended in the gel texture.

The gel lathers softly and holds its shape

Frame 02On the marble.

The gel lathers softly and holds its shape.

Warmed first, then applied to damp skin

Frame 03Between the palms.

Warmed first, then applied to damp skin.

PURE applied to the face in upward arcs

Frame 04On the skin.

Pressed into damp skin in slow upward arcs, morning and evening.

Aloe Barbadensis leaf with water droplets

Ingredient Architecture

PURE is built on five groups.

Each group carries a precise role in the formula. None of them work alone.

  1. 01

    Aloe Barbadensis Leaf Juice

    The botanical cleansing base.

  2. 02

    Coco-Glucoside + Cocamidopropyl Betaine

    The non-stripping cleansing system.

  3. 03

    Sodium PCA

    Hydration returned during cleansing.

  4. 04

    Lactic Acid

    A low-level refining note for dull surface build-up.

  5. 05

    Burdock · Sage · Blackberry

    The antioxidant register.

Ritual Placement

Twice a day. Both rituals.

Morning · Step I

The first cleanse of the day. Prepares the skin for every formula that follows — LUMIS, VEIL, GRACE.

Evening · Step II

The second cleansing step, after DUSK removes make-up and sunscreen. On evenings with no make-up worn, PURE is enough on its own.

Specifications

Category
Cleanser
Ritual Step
Morning · Step I · Evening · Step II
Star Features
Gently Cleanses · Refreshes And Revitalises · Reveals Natural Radiance
Skin Need
Cleansing · Balance · Preparation
Concern
Make-up build-up · Cleansing
Texture
Soft foaming gel
Scent
Fruity · Floral · Green
Phase
Clarifying Cleansing Elixir
Use
Morning and evening
Skin Type
Normal · Combination · Oily
Volume
145 ml · 4.90 fl oz
Shelf Life
24 months unopened
Period After Opening
6 months

Certifications

  • ECOCERT COSMOS Natural
  • Vegan
  • Gluten Free
  • Nut Free
  • Manufactured in the EU

Star Ingredients

  • Aloe Vera Leaf Juice — botanical cleansing base
  • Coco-Glucoside + Cocamidopropyl Betaine — non-stripping surfactant system
  • Sodium PCA — hydration retained during cleansing
  • Lactic Acid — gentle clarifying refinement
  • Burdock · Sage · Blackberry — antioxidant register

Full INCI (verbatim)

Aloe Barbadensis (Aloe) Leaf Juice1, Coco-Glucoside, Cocamidopropyl Betaine, Glycerin, Aqua/Water, Xanthan Gum, Propanediol, Rubus Fruticosus (Blackberry) Fruit Extract1, Sodium PCA, Sodium Levulinate, Lactic Acid, Acacia Senegal Gum, Sodium Anisate, Acorus Calamus (Sweet Flag) Root Extract1, Parfum/Fragrance, Salvia Officinalis (Sage) Leaf Extract1, Rhamnose, CI 77491 (Iron Oxides)3, Glucose, Glucuronic Acid, Arctium Lappa (Burdock) Root Extract1, Citric Acid, Sodium Benzoate, Potassium Sorbate, Linalool2, Limonene2

1From organic farming  ·  2From natural essential oils  ·  3Pure mineral pigments

A Note from the Founder

PURE is the formula I reach for first — twice a day, every day. The base on which everything else stands.

— Merlin Dragutinovic, Founder

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