Pure Beginnings is a local brand of natural and organic skincare products for babies and kids, which has expanded to include gentle body care goodies for the whole family. These lovingly made products are formulated to keep your skin “as pure as the day you were born”.

The Pure Beginnings brand was first established in 2007, and has become a firm favourite among South African families over the years. Each product is made using beneficial botanical extracts and ultra-gentle surfactants, to care for the skin without disrupting its natural pH levels.

Pure Beginnings formulas are rapidly biodegradable and the packaging used is recyclable.

Pure Beginnings products and ingredients are completely animal-friendly, and never tested on animals; the brand is endorsed by Beauty Without Cruelty. The products that carry organic certification have been certified by ECOCERT Greenlife. Pure Beginnings is also an accredited partner of Phytotrade Africa, a non-profit trade association that works to preserve Southern Africa’s biodiversity.