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PURITO's motto is "Back to the roots" or even to the beginning. The philosophy of the brand, whose name is composed of the word "Purify" and the Chinese character "To" (土 means soil), is based on the following four attributes:

Safe · PURITO products are 100% certified by EWG Green Level. With no harmful substances and complete transparency in its recipes, PURITO offers "safe and honest" skin care!

Natural · Nature provides us with everything we need for life. Instead of harmful chemicals, PURITO uses only natural ingredients.

Love for Animals · PURITO is firmly against the exploitation of innocent animals in the manufacturing and testing of cosmetics. The brand is 100% cruelty-free and donates part of its profits to the Best Friend Animal Society.

Environmentally friendly · PURITO uses recycled paper, reduces unnecessary packaging material, and donates part of the profits to the KFEM (Korean Federation for Environmental Movement).