Purito

Overall Rating:

Conscious

Location:

Korea

Purito

about the brand

Purito is a South Korean skincare brand established in 2014 that markets clean beauty, transparency, and effective natural ingredients.

certifications

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Purito

Brand Rating & Evaluation

Overall Rating:

Conscious

Our ratings are based on a scale from 1 (Avoid) to 5 (Top Choice). See How We Rate

The Shifting Gaia rating evaluates brands based on sustainable practices, ingredients and materials, and social responsibility, among others. These are a few factors influencing this brand's score:

sustainability practices

Purito has shown a strong commitment to sustainability in several areas, including packaging and ingredient sourcing. The brand utilizes recycled materials for its bottles and biodegradable materials for its boxes, aiming to reduce plastic waste in the beauty industry. Additionally, Purito uses soy-based ink for printing on packaging, which minimizes harmful environmental impact and further aligns with its eco-friendly goals. Purito also emphasizes responsible ingredient sourcing, choosing natural and safe ingredients like Centella Asiatica, which is known for its soothing properties and is sourced with attention to minimal environmental impact.

Ingredient transparency is central to Purito’s approach; the brand provides detailed information about each ingredient, enabling consumers to make informed choices about their skincare. Despite these positive strides, Purito’s sustainability efforts lack publicly available information regarding carbon footprint reduction strategies or third-party environmental certifications. Although they have implemented meaningful packaging initiatives, more comprehensive efforts in energy reduction or waste management would strengthen their sustainability profile further.

ingredients & materials

Purito is committed to formulating products that prioritize safety and skin health. The brand avoids potentially harmful substances such as parabens, sulfates, artificial fragrances, and essential oils, instead opting for clean and skin-compatible ingredients. This dedication to non-toxic formulations has made Purito popular among consumers seeking gentle and effective skincare without harsh additives.

In addition, all of Purito’s products are 100% vegan and cruelty-free, aligning with preferences for ethical and health-conscious skincare. However, despite these practices, the absence of certifications like EWG Verified or COSMOS makes it difficult to fully assess the non-toxicity of all ingredients used. Independent verification would enhance credibility and assure consumers of ingredient safety.

social responsibility

Certified by both PETA and Leaping Bunny, Purito ensures that no animal testing occurs at any stage of product development, which aligns with its ethical brand ethos. All products are vegan, reflecting Purito’s commitment to avoiding animal-derived ingredients.

However, Purito’s social responsibility efforts are limited in terms of labor practices and supply chain transparency. The brand does not provide extensive information regarding labor conditions, fair wages, or other social standards in its supply chain. This lack of transparency raises questions about Purito’s commitments to worker welfare and ethical sourcing beyond animal welfare.