The PURA Clean Fragrance Standard
"Clean fragrance" has become a widely used term in the beauty world, but it can have a myriad of meanings. At PURA, we define 'clean' through the ingredients we use and, just as importantly, the ones we choose to avoid.
For us, creating clean fragrance means formulating without phthalates, formaldehyde or formaldehyde-releasing ingredients, and known carcinogens. It also involves choosing high-quality carrier ingredients like locally sourced organic alcohol and organic jojoba oil when possible.
Why Phthalate-Free?
Phthalates have long been used in perfumes to help fragrances last longer. However, some phthalates have been linked to concerns about hormone disruption and chronic diseases, which has led many consumers to pay closer attention to the ingredients in their beauty products.
While research in ongoing, we believe there are safer and more effective ways to create beautiful, long-lasting fragrances. That's why every PURA perfume is completely free from phthalates.
A Discerning Approach to Ingredients
Our standards go beyond simply phthalate concerns. We also formulate without formaldehyde, formaldehyde-releasing ingredients, and known carcinogens. When developing a fragrance, we focus on what is truly necessary to create an elevated scent experience without compromising your health and wellness.
The ingredients that carry a fragrance are just as important as the fragrance itself which is why we use locally sourced organic alcohol in our body mist Maui Sunset and our signature fragrance, PURA No. 1. Not only does it provide a clean, pesticide-free base for our scents, it also helps support a more sustainable supply chain by reducing transportation emissions and supporting local producers. In select formulations and our bespoke perfuming services, we use organic jojoba oil, which has the added benefit of hydrating the skin.
Luxury Fragrance, Made in Canada
At PURA, clean fragrance doesn't sacrifice luxury, performance, or complexity. As a result, we make discerning choices at every stage of the perfuming process.
By choosing phthalate-free ingredients, avoiding unnecessary chemicals, and prioritizing organic, responsibly sourced carriers, we craft fragrances that feel as good to wear as they do to smell.
After all, the most important ingredient is the one we never compromise: your well-being.
