Brand Tone

Approachable & Friendly, Informative & Empowering, Positive & Confident, Inclusive

Brand Values

• •Clean Beauty
• •Cruelty-Free
• •Skincare-Infused Makeup
• •Multitasking & Simplicity
• •Inclusivity
• •Effectiveness & High-Performance
• •Sustainability

Best Practices

• •Always Prioritize 'Clean' and 'Caring': Every piece of copy should subtly or overtly reinforce the commitment to clean ingredients and skin health. Use words like 'nourishing,' 'good-for-you,' 'gentle,' 'skin-loving.'
• •Emphasize Multitasking Benefits: Highlight how PÜR products simplify routines and offer multiple benefits in one. Use phrases like 'all-in-one,' 'streamlined beauty,' 'effortless.'
• •Maintain an Empowering and Positive Voice: Frame product descriptions and brand messages around how PÜR helps customers feel confident and good about their skin and choices. Avoid overly technical jargon unless clearly explained.
• •Be Transparent and Informative: Clearly communicate what's in the products (and what's not). Educate the consumer about the benefits of key ingredients like the Ceretin Complex.
• •Stay Approachable and Inclusive: Use welcoming language (e.g., 'PÜR Beauties'). Ensure imagery and messaging reflect diversity and cater to a wide audience. When addressing concerns (like the PFAS lawsuit, if decided to), maintain honesty and a commitment to customer well-being.

Social Perception

Generally, PÜR Beauty is perceived positively as a reliable clean beauty brand offering effective, skincare-infused makeup. Customers appreciate the lightweight feel, good coverage, and suitability for sensitive skin. The 4-in-1 Pressed Mineral Makeup is a particularly popular product with many positive reviews.

Copy Examples

• •Headline: Your Skin, But Better. Purely. Body: Discover the PÜR difference. Our 4-in-1 Pressed Mineral Makeup isn't just foundation; it's your concealer, powder, and SPF 15, all packed with skin-loving ingredients like our Ceretin Complex. Get flawless coverage that actually improves your skin. Beauty, PÜR & Simple.
• •Headline: Clean Beauty That Performs. No Compromises. Body: Tired of choosing between clean ingredients and high-performance results? At PÜR, you get both. We ban over XXX harmful ingredients, so you can breathe easy knowing our cruelty-free formulas are working for your skin, not against it. Experience the power of PÜR.
• •Headline: Simplify Your Routine, Amplify Your Glow. Body: Life's complicated enough, your makeup shouldn't be. Our multitasking marvels are designed for the PÜR Beauty on the go. From skincare-infused primers to color that cares, get ready faster and let your natural radiance shine through.
• •Headline: Good-For-You Ingredients. Gorgeous Results. Body: We believe in makeup that does more. That's why our products are packed with nourishing ingredients like Shea Butter, Vitamin C, and our exclusive Ceretin Complex to not only perfect your look but also enhance your skin’s health with every wear.
• •Headline: Join the PÜR Revolution: Beauty for All. Body: At PÜR, inclusivity is at our core. We celebrate all skin tones and types with a diverse range of shades and formulas designed to make everyone feel beautiful and confident. Discover your perfect match and embrace your unique radiance.