Pure=Beauty

Pure=Beauty is a Finnish natural-skincare brand founded in Helsinki in 2015 [2]. It builds short-ingredient formulas around a handful of plant oils and actives, and markets itself under the tagline "Minimalistic Natural Cosmetics Made in Helsinki". The range covers facial oils, mists, serums, cleansers, creams, masks and eye-contour products.

The brand is no longer independent. Its manufacturer and rights-holder, Naviter Oy, was acquired by the Finnish family company Berner Oy on 2 December 2021, which brought Pure=Beauty into Berner's consumer-cosmetics portfolio [13]. The brand's own store remained active in 2026.

Pure=Beauty was started in 2015 by a founder identified on the company's About page only by the first name Ilona [2]. According to the brand, she had spent about ten years importing natural cosmetics into Finland before launching her own line, having noticed early demand for high-quality natural skincare with short, transparent ingredient lists — before "skinimalism" became a mainstream idea.

The company says it began exclusively with organic skincare oils sourced from certified sustainable suppliers, some of which were visited in person. The assortment later widened to mists, serums, cleansers, creams and masks.

In 2018 Pure=Beauty partnered with Naviter Oy, an established Finnish natural-cosmetics manufacturer, which took over production [2]. Naviter itself was a Helsinki family business: the company reported revenue of 5.7 million euros for 2020 and employed more than 30 people in the city's Herttoniemi district, where its products were developed and made.

The decisive change came in late 2021. Berner Oy announced on 7 December 2021 that it had agreed, on 2 December, to buy Naviter to expand its skincare and haircare offering [13]. Because Naviter both manufactured Pure=Beauty and held its rights, the acquisition moved the brand under Berner.

Since the Naviter deal, Pure=Beauty has operated as one of Berner Oy's consumer-cosmetics lines. The link is visible on the brand's own customer-service page, which gives the registered business name as "Pure is Beauty / Berner Ltd" under Berner's business identity code (Y-tunnus) FI01070115 [5]. Berner Oy is a Finnish family company established in 1883 and still owned by the family of its founder, the Norwegian-born Sören Berner [13].

Naviter's portfolio spanned seven lines at the time of the sale. Alongside Pure=Beauty, its consumer series included By Raili and Murumuru, while its professional series covered Ekopharma, BTB13 and Unna Nordic — making these sister brands within the group [13].

Pure=Beauty frames itself around skin-minimalism: short INCI (ingredient) lists paired with high concentrations of active ingredients. "In skincare less is more," the company states, adding that it keeps its ingredient lists short and selects potent ingredients that genuinely nourish the skin. The brand describes its founding cornerstones as honesty, transparency and ingredient consciousness.

The label positions in the indie natural-cosmetics segment. A 2022 Finnish editorial roundup of domestic beauty brands ("F-Beauty") described it as a Naviter line whose story began as an indie brand in 2015, noting its focus on effective products with the shortest possible ingredient lists [15].

The line is built on recurring plant ingredients, including argan oil, birch sap, shea nilotica butter, carrot oil, jojoba oil, castor oil, alpha hydroxy acids and hyaluronic acid. Named products include the Vital Radiance Face Mask with fermented pomegranate, the Orange Flower Mist with Vitamin C, the Omega Cleansing Balm with Blackcurrant and an Organic Jojoba Oil.

The company gives unusual detail on sourcing. Its argan oil is described as a "triple extra virgin" grade from organic fields in Morocco's Tamanar region, hand-harvested and cold-pressed, with the fields supervised by the organic certifier Ecocert and supplied by Berber women's cooperatives said to employ around 150 women [6]. Its shea butter is presented as cold-pressed Ugandan shea nilotica. Finished products are described as vegan, free of added fragrance in face products, and packed in glass bottles.

On certification, Pure=Beauty states that its cosmetics are Ecocert Cosmos certified natural cosmetics [1]. Its position on the Finnish FI-Natura label is less clear. Berner's acquisition release noted that five of Naviter's seven lines held FI-Natura certification without naming them [13]; the FI-Natura certified-series list does not include Pure=Beauty, listing other Naviter brands such as Murumuru instead [14]. On the available sources, the brand carries Ecocert Cosmos but is not among the FI-Natura certified series.

Pure=Beauty is active but no longer independent, operating as a Berner Oy consumer-cosmetics brand since the 2021 Naviter acquisition [13]. Its online store remained operational in 2026 with a full catalogue and e-commerce, and it appeared in Berner's 2026 brand portfolio, though its ingredient blog had not been updated since 2020. Distribution is centred on Finland, through retailers such as Ruohonjuuri, Sokos and Stockmann, with wider European shipping available via third-party stockists.