A Closer Look at Purito – the Rising K-Beauty Brand On Everyone’s Minds

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What is with K-Beauty that gets everyone so excited?

Is it their unique innovation?

Reasonable price-point?


My guess – is all of the above.

So, when influencers began mentioning Purito in their daily skincare lineup, we knew we had to look further into this brand.

What is Purito? 

Born in South Korea, Purito is a skincare company that focuses on utilizing safe, high-quality ingredients in every product they produce. The name “Purito” combines the word “purify” and Chinese character “to,” which are meant to describe the company’s commitment to safe and clean products – sourced straight from mother Earth- that work to repair and strengthen the skin barrier.

How Purito Was Born

According to its website, Purito’s founders and skincare enthusiasts – Mr. Kim and Sunny – joined forces to create skincare products that would be safe for your skin and the planet. Like other founder stories, Purito was born to solve existing problems in the skincare world.

Mr. Kim’s story: During his time with a previous company, Mr. Kim witnessed first-hand the craze and global sensation behind K-beauty products. He quickly realized the reasons behind the obsession: products originating from South Korea offered unique benefits, results-driven formulas, and high-tech innovation – all without the hefty price tag commonly associated with luxury brands.

But even as the frenzy with K-Beauty continued to rise, Mr. Kim recognized a few glaring gaps that compelled him to create change in the industry. He saw that excessive product packaging and marketing incurred more costs for companies, leading to lower quality ingredients making the final cut. 

Sunny’s story: Sunny, who suffered from sensitive skin, attempted to cure her skin woes through trial and error, even resorting to dermatological injections – but nothing seemed to work. It was only through research completed at her previous worksite that she discovered the root cause of the problem: her skin barrier. It was breaking down, and thereby increasing her sensitivity.

Mr. Kim and Sunny combined their knowledge and personal experiences to create Purito – a company that delivers utmost quality, bears strong ties to nature, and yields visible skin results.

An Uncompromising Commitment to Quality and Safety

Purito’s promise to deliver safe and clean ingredients to their consumers is paramount. Here’s a closer look at what they offer:

– Products that are EWG verified

– Vegan-friendly

– Cruelty-free

– Eco-friendly packaging

– Free from PEG, parabens, and artificial dyes

Products on Our Radar 

Comfy Water Cream 

This sunscreen ticks off all the boxes we look for in a sunscreen: no white-cast, fragrance-free, non-greasy, and can be used on sensitive skin.

Comfy Water Cream is formulated with 70% water, making it feel virtually weightless on the skin. And with powerhouse ingredients like Niacinamide – which combats inflammation and breakouts, and Madecassoside – which contain soothing properties, you can feel confident in knowing your skin is fully protected.

purito comfy water cream

Centella Green Level Unscented 

Another sunscreen – yes- but can you blame us for including it on our list? I mean, Purito is widely known (and praised) for creating such effective sun protection products.

Similar to the Comfy Water Cream, Centella Green Level is formulated without fragrance and is water-based. Key ingredients include:

– Hyaluronic acid which boosts hydration levels, and plumps up the skin.

– Centella Asiatica, a medicinal herb, helps calm redness and irritation. Plus, it also keeps skin hydrated.

– Tocopherol (vitamin E) nourishes the skin and may help reduce UV damage.

purito centella green level unscented

Centella Green Level Calming Toner 

Formulated with Centella Asiatica extract, this toner works to relieve irritated skin while strengthening the skin barrier. Plus, ingredients like hyaluronic acid look to boost moisture levels, making this toner a perfect solution for those suffering from dry, sensitive skin.

centella green level toner

Centella Green Level Buffet Serum 

With a whopping 49% of Centella extract, this hero ingredient plays a key role in many areas, including soothing and healing the skin, promoting collagen production, improving texture, and smoothing out fine lines/wrinkles.

But that’s not all this serum looks to target.

Centella Green Level Buffet Serum also helps to brighten the skin, thanks to Niacinamide, while Panthenol focuses on protecting the skin barrier and improving the look of wrinkles. I think it’s safe to say this product is a clear standout and the one we are most looking forward to test-driving.

purito centella green level buffet serum