Something That's Pure | 18th Anniversary 🌱 Check Out Our Story

Our Brand Story

Something That's Pure was established in 2006, at a time when almost no one knew what mineral makeup was, and the concept of pure beauty had yet to emerge. As the first company to introduce mineral makeup to Hong Kong, we revolutionized the beauty industry. Through years of hard work, we have successfully raised awareness of pure beauty and introduced internationally renowned brands such as jane iredale and PhytoLibrary, bringing a refreshing beauty experience to our city.

In today’s world, amidst endless choices and rapidly changing trends, the pursuit of true purity has become increasingly important. The founders, sisters Sandra, Ellen, and Michelle, firmly believe that "Pure" is not just a slogan but a lifestyle—a way of treating our skin, bodies, and the Earth with care.

Our Philosophy

❀ PURE Quality
We are committed to removing the unnecessary, focusing on sustainable, safe, and non-irritating chemical-free ingredients, ensuring an ethical sourcing process. Our product formulations are transparent, effective, and successfully build customer trust.

❀ PURE Experience
We advocate for a "pure beauty" lifestyle, aiming not just for external transformation but, through our products and services, to provide nourishment for the body, inspire the mind, and promote self-kindness and care for the world—creating a holistic beauty experience that transforms from the outside in.

❀ PURE Evolution
We are dedicated to inspiring and energizing society, influencing the industry to move in new directions, raising awareness of pure beauty, and creating a fresh, sustainable beauty landscape.