PURE U.

PURE U. was born from Carla’s personal search for skin-friendly cosmetics. After struggling with hormonal acne in 2016, she quickly realized the issues with conventional products: questionable ingredients and a lack of nourishing alternatives. Driven by the desire to create makeup that doesn’t just cover imperfections but supports the skin, she developed her first formulations for herself and her friends. In 2019, Leo joined her journey. Together, they perfected their products in their own lab. Today, PURE U. stands for a new generation of beauty: natural, caring makeup that empowers skin confidence and reshapes the cosmetics industry sustainably. Skincare meets beauty - for everyone who expects more from their makeup.