About Us

About 30 years ago, Amanda the founder of Pure, became interested in the Cruelty Against Animal’s campaign whilst at school. Through this she discovered one of the most established brands we currently sell, Beauty Without Cruelty. This interest led Amanda to start making her own cosmetics and frequenting the local Neal’s Yard shop in Cardiff. At the time, 20 years ago, this was the only place on the high street that you could buy organic raw materials for cosmetics.

A different career path, a few moves around the country and two children left little time for her passion for cosmetics and skincare. Until 5 years ago, when with a bolt of lightening moment, she decided to rekindle her interest and start making her own cosmetics again. She embarked on a few cosmetic and skincare courses to learn more and develop her passion, and then the idea of Pure came along, which brings us to where we are today.

Pure is a small independent cosmetics shop selling online directly to you the customer, we are passionate about make-up, beauty products and skincare. We love all things that are natural and organic. At Pure we carefully select products that are paraben, silicone, petroleum and SLS free. We also choose products that have not been tested on animals. Amanda is as passionate about this today, as she was 30 years ago.

We like to sell cosmetics and skincare of trusted and established brands yet, at the same time we are always looking to bring you new and upcoming brands that you may not have heard of. If you cannot find what you are looking for please get in touch with us so we can help you. If you have found and love a brand of cosmetics that is consistent with our ethos, which we do not stock, tell us about them we would love to hear from you.

Get beautiful and natural with lots of fabulous and affordable brands to choose from at Pure.

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