If Puristy's elegant, squared packaging doesn't immediately grab your attention, then its clean and abbreviated ingredient lists definitely will. The brand is sold online and at Anthropologie, and was created by Susie Wang, the woman behind the natural beauty store 100% Pure. Her quest for selling natural skin care was inspired by a chemical spill in a beauty lab she once worked in. When the spilled product warped the table within minutes of contact, Wang set out on a mission to investigate common ingredients found in skincare products and made the decision to go clean or go home.
The Puristry line currently consists of six products — each proudly displaying the USDA Organic seal — that focus on simple ingredients in high concentrations to deliver supreme results. There's the Nopal Cactus Cleanser ($29), a gentle face wash made with the desert staples prickly pear and nopal cactus. The Flower Water Toner ($32) is a soothing blend of calendula hydrosols and hyaluronic acid to plump and hydrate, and the Seaberry Moisturizer ($39) contains more than 50 skin-loving phytonutrients to reduce fine lines, brighten, and firm.
