E T H O S

water is the sustainer of life

sustainability

By creating a skincare product that is water less we are making a statement that we hope makes people be more mindful of their daily use of water. We are very conscious that some of the plant botanical oils that we use come from countries that suffer from water shortages, droughts and famines. Having water on tap is not something we should ever take for granted. Every single drop counts. Conserving its use is the best way we can show how much we appreciate and cherish it.

palm oil free

The palm oil industry is linked to major issues such as deforestation, habitat degradation, climate change, animal cruelty and indigenous rights abuses (such as child labor) in the countries where it is produced. It is commonly used in 70% of skincare and soap products. Often hidden in  emulsifiers in water based moisturisers and lotions. We have no use for palm oil in any of our products.

fair trade

We are proud to say that we use Fair Trade Shea Butter, Cocoa Butter and Coconut Oil in our products. Buying Fair Trade means supporting an end to the poverty in developing countries. The farmers who grew the ingredients are paid a fair price by the companies that practice Fair Trade. This means they have a better chance at an economically sustainable life, giving them access to basic necessities that we can often take for granted.

eco-conscious

We have a strong policy to make sure everything we produce can either be reused or recycled. We use biodegradable, renewable, compostable packaging made from sugarcane fibres. We consciously reduce our carbon foot print by avoiding the use of cardboard packaging and red plastic 'postie' bags. Recyclable and re-usable glass bottles is one way we support a green philosophy. By using glass bottles we are doing our part in keeping more plastic out of our oceans.

transparency

We report every single ingredient used in our products, we have nothing to hide and have a full disclosure policy. All our products are made without emulsifying agents, fillers, thickners or bulking agents. We never use any artificial ingredients such as parabens, petroleum, sulfates, detergents, synthetic colors or fragrances. Simply eliminating water from our formulas immediately means that no synthetic or chemical preservation is required.

do no harm

We do no harm to humans, animals or the earth in the production and testing of our skincare. All our products are tested on willing family and friends. We strongly object to the cutting down of living trees. 20% of greenhouse gas emissions come from deforestation, contributing to global warming. Nine hundred million trees are cut down every year just for cardboard packaging. Forest destruction pushes Indigenous people out of their homes, violates both land and human rights, all while destroying their natural habitat and way of life.

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We are excited to announce that we will soon be participating in a world wide reforestation project. 

"Pure Element pledges to plant one tree

for every single product that we sell".

In the near distance future we will also be participating in

a rain water harvest and well water project in Kenya.

More information to follow

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