APRIL marks Earth Month, so now naturally couldn’t be a better time to consider how you might lead a more eco-friendly life. Advocating for sustainable choices in your day-to-day is not only becoming easier, but rather an urgent priority. Of course, this extends to skincare routines too.
Meet Purearth, one of the cleanest, most ethical lines on the market, which promises stunning products packed with first-class ingredients, such as aloe leaf, Indian gooseberry and honey.
Founded in 2012 by Kavita Khosa, who swapped the world of private equity law for sustainable beauty, this impressive skincare and wellness brand has been making waves over the past decade. With headquarters in India and Hong Kong, in England the line is available exclusively at Linnaean in London.
The Purearth studio-lab in India
Working with communities based amongst the Himalayas, where the majority of the brand’s natural ingredients are sourced, Purearth returns 10% of its profits to Pure Purpose Foundation, based in India – a charitable initiative that develops social impact projects ranging from tree plantation and organic farming to rainwater harvesting and safe sanitation.
The company also supports marginalised groups, such as female-led enterprises, who are responsible for harvesting the ingredients that make their way into the Purearth range.
Wild Seaberry Super Critical Oil by Purearth
The products themselves are beautiful conconcions, residing in sleek, black containers, covering face, body and hair rituals, as well as wellness traditions. The brand’s collection of loose leaf herbal tisanes features superfoods as wild nettle, cacao and tulsi. For the face, luxurious oils consist of wild rosehip and seaberry, which sink in perfectly after an application of the wonderful-sounding Turmeric Sand Exfoliant Face Masque.
For an instant boost, a quick spray of the Wild Rose Himalayan Mist works a treat, whilst the Mandarin Body Butter will leave your limbs feeling utterly sumptuous.
Handcrafted in small batches at the company’s zero-waste studio in Gurgaon, the natural fragrances and high-quality textures of these items are unparalleled. Whatsmore, Purearth is completely cruelty-free and also big on recycling. For every jar or bottle that is returned, the company plants a tree—what could be better?
Soaps by Purearth
Given the brand’s geographical and philosophical roots, it comes as no surprise that the Indian science of Ayurveda frames their ethos. Committed to this ancient system of physical and spiritual healing, through the reliance on plants and minerals, botanicals are at the heart of Purearth, which are invariably wild-harvested and organic.
It’s also reassuring to know that founder Kavita Khosa is herself trained in such revered traditions, having studied at the Ayurvedic Institute in New Mexico, founded by Dr. Vasant Lad, a renowned figure in the field. Also, prior to establishing Purearth, Khosa ran a non-profit yoga school for four years.
This initial endeavour no doubt helped to inspire a skincare line that warmly nourishes both the body and soul—and, perhaps most critically, our conscience.