PÜR

PÜR is an American colour-cosmetics and skincare brand based in Atlanta, Georgia, and owned by Astral Health & Beauty, a consumer-products company that also operates Aloette, COSMEDIX and butter LONDON. It began as a pressed mineral makeup line and now positions itself around complexion products formulated to double as skincare. The brand's own About page dates its start to 2002 [1], as does parent company Astral's corporate site [7]; a 2013 trade report in WWD instead put the launch at 2001 [6].

PÜR trades under the tagline "The Complexion Authority" and the mission line "Mineral Makeup, Simplified." It remains active in 2026, running a "24th Anniversary Sale" on its site and maintaining current product launches and social channels [2].

The brand was developed in-house by Astral Health & Beauty rather than by a single named founder, and launched under the name Pür Minerals. Its early identity centred on pressed mineral makeup, sold as a less messy alternative to the loose mineral powders common at the time. By 2013, WWD described Pür Minerals as the largest brand in Astral's portfolio, reporting distribution through Ulta and Dillard's and roughly 40 percent sales growth the previous year [6].

That same year the company extended beyond makeup, rolling out a Pür Minerals Skincare collection of eleven mineral-infused products in August 2013 [6]. The move prefigured the skincare-meets-makeup positioning the brand later made central.

In 2016 the company rebranded from Pür Minerals to Pür Cosmetics, adopting a new name, logo and the @purcosmetics social handle effective 1 April 2016 [5]. Trade coverage framed the change as a packaging and identity refresh; then-CEO Robert Cohen described the updated look as "sleek and chic." The brand's site continues to reference its 2002 origin, and in 2026 marked a 24th anniversary consistent with that date.

PÜR is owned by Astral Health & Beauty, which markets it as its mineral-based, cruelty-free makeup and skincare segment [7]. Astral, headquartered on Peachtree Road NE in Atlanta, began building its portfolio with the acquisition of Aloette in 1998 and now groups PÜR alongside Aloette, COSMEDIX and butter LONDON. No separate acquisition history applies to PÜR itself, which Astral developed rather than bought.

PÜR describes itself as a brand where skincare meets makeup, arguing that its complexion products treat the skin while they are worn. According to the company, it "pioneered skincare-infused beauty before it was trending," and it sums up its approach with the line "Mineral Makeup, Simplified." Clean formulation is presented as a core standard rather than a trend: the brand says every product is made without more than 1,300 potentially harmful ingredients and that its range is fully vegan and not tested on animals [1]. It also lists its products as paraben-, gluten-, mineral oil-, petrolatum- and talc-free. These are the company's own stated claims; no third-party certifying body appears in its published material.

The brand's signature product is its 4-in-1 Pressed Mineral Makeup with SPF 15, marketed as foundation, concealer, powder and sun protection in a single step. The line has since expanded to include a 4-in-1 Skin Tint Mineral with SPF 50, the Love Your Selfie longwear foundation and concealer offered in 100 shades, a Fully Charged peptide mascara, and an Energize & Rescue primer.

Central to PÜR's complexion formulas is what it calls the Ceretin Complex, described as an encapsulated blend of purified retinol, lactic acid and ceramides intended to improve skin with wear [3]. A second proprietary blend, the Energy Complex, combines ginseng, green tea and vitamin B and is described by the company as unique to PÜR. Refinery29, reviewing the primer, referred to the Ceretin Complex as "signature patented" [8]. Across its products the brand highlights actives including niacinamide, hyaluronic acid, squalane, peptides, caffeine and zinc oxide for mineral sun protection.

PÜR has been featured across beauty and lifestyle press, including Allure, Vogue and Byrdie, much of it centred on its foundations and tinted moisturizers; a recurring editorial angle has been coverage of foundations for mature skin. The brand lists a win at the 2021 Beauty Shortlist Awards [4]. Its products have also appeared in celebrity and red-carpet contexts noted on the brand's press page, including makeup artists using PÜR on Kaley Cuoco and Winnie Harlow, and a Page Six feature tied to Alix Earle. Its 4-in-1 Pressed Mineral Makeup has drawn a body of positive user reviews on TikTok, often from creators focused on simplified routines and mature skin [9].

PÜR is fully active as of 2026. Its official site was running a "24th Anniversary Sale" in June 2026, with a current product lineup and active Instagram, TikTok and Facebook channels [2]. The brand is headquartered in the United States, with documented historical distribution in the U.S. and Canada and retail availability in the Nordic market.