Korean skincare brand known for its gentle, nature-based formulas and commitment to sustainable, cruelty-free practices.
ORIGIN
South Korea
PRICE TIER
affordable
Founded in 2017, Purito Seoul is a Korean skincare brand born from a desire to create effective, clean, and affordable products. The founder's personal struggle with atopic dermatitis inspired a philosophy centered on transparency and gentle, nature-derived ingredients suitable for sensitive skin. The brand, whose name combines "purify" and the Korean word for "soil," emphasizes its connection to natural and safe components, avoiding harmful additives like parabens, sulfates, and artificial fragrances. Purito is well-regarded for its use of Centella Asiatica, a key ingredient in its popular 'Wonder Releaf' line, which is celebrated for its soothing and skin-barrier-strengthening properties.