Purity Vision

Purity Vision is a Czech natural-cosmetics company founded in 2008 by Shanti and Vladimír Lusík, a husband-and-wife team, and run as a family business based in South Moravia [1][2]. Although its name is English, the company is Czech in origin, and its catalogue has grown to roughly 90 to 100 products spanning facial skincare, body care and haircare, alongside baby care and a small range of organic food.

The company describes its founding as a response to a gap the couple saw for themselves: they were looking for genuinely natural, sustainably made and affordable cosmetics and, in their own words, "couldn't find anything that met our standards," so they made their own [3]. That origin still frames how the brand presents itself today, built around what it calls respect for nature, people and tradition.

According to Purity Vision, the Lusíks travelled to source ingredients directly, bringing in coconut oil from the Philippines, Damask rose from Bulgaria, and shea butter hand-harvested by women farmers in Uganda [2]. Their first product was an Organic Virgin Coconut Oil, packaged in glass jars, a choice the company notes it made "from the very beginning, even when it wasn't a common practice" [5]. The brand name is meant to signal that intent; the company says "Purity Vision" reflects a goal to "offer everyone the purest and highest-quality ingredients that nature itself provides" [2].

Purity Vision positions itself as a maker of 100% natural, certified organic ("BIO") cosmetics aimed at the whole family, gentle and, in its stated intent, affordable. The company frames five core values around its work: quality, innovation, fairness, sustainability and purity. It sits in the indie, accessibly priced segment rather than the premium tier, and associates itself with clean-beauty positioning.

The range centres on facial skincare, including serums, creams, toners, facial oils, and masks, extending into body care such as oils, butters and deodorants, and into haircare, with dedicated ingredient-led lines built around Damask rose, calendula, lavender and vanilla. Recurring hero ingredients include coconut oil, Damask rose, shea butter, calendula, lavender, vanilla and vitamin C. Beyond the original coconut oil, the company lists a Bio Rose Water and a Calendula Zinc Ointment among its bestsellers. The brand also sells organic food and drink, including coconut oil, floral waters and fair-trade coffee, and a baby-and-mother line, though cosmetics remain the core of the catalogue.

Environmental practice is a consistent theme in how the company describes itself. Purity Vision grows organic calendula and lavender near Strieliky in South Moravia, saying the location keeps its facility close to ingredient sources and reduces the footprint of importing them [5]. For ingredients it cannot grow locally, it says it works with farmers in Uganda, the Philippines and Bulgaria, describing the material as hand-harvested in a way that "help[s] provide a stable income for families in economically vulnerable regions" [5]. The company reports using green energy from renewable sources in manufacturing and lower-emission CNG vehicles in distribution, and it continues to favour glass packaging, using "plastic only where necessary" [5].

Purity Vision documents several third-party certifications. It carries NATRUE, an international standard for natural and organic cosmetics, and states it holds FAIR FOR LIFE certification, noting it was the first Czech and Slovak brand to receive it [4]. It also lists the Italian AIAB organic standard, a BIO certification covering its food products, and PETA's Cruelty Free and Vegan certification, which confirms its products contain no animal-derived ingredients and are not tested on animals.

The company reports winning the ShopRoku 2023 award, which it attributes to its customer support, and a third-place placement in a Sustainable E-shop award [6].

Purity Vision is active. It operates e-commerce across a number of European country sites, including the Czech Republic, Slovakia, Spain, France, Italy, Poland, Greece, Hungary, Romania and Slovenia, plus a dedicated German site [1]. Its products are also sold into the Nordic markets. The most recent activity recorded in the source material is the 2023 award and current "new arrivals" listed on its homepage.