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Ethos New


MOST OF OUR INGREDIENTS ARE GATHERED AT SOARING ALTITUDES OF THE HIMALAYAS BY MICRO-CREDIT AND WOMEN SELF-HELP GROUPS. THROUGH THESE PARTNERSHIPS, MARGINALIZED PRODUCERS ENGAGE WITH URBAN MARKETS ON FAIR TERMS

WHY CLEAN BEAUTY AND WELLNESS?

Many of us are currently seeking a closer connection to the Earth, through immersive experiences and a desire for rejuvenating simplicity. We’re awakened to subtle nuances in the way we live -- and discovering magic in the details. Purearth is at the helm of this movement with a discernment for what is truly worth celebrating: the deep thread of infinite wisdom from ancient communities, raw, natural beauty free of chemicals and quick fixes, and craftsmanship that nourishes the body, mind and soul.

OUR APPROACH TO SLOW SKINCARE

This approach to living created Purearth, our artisanal skincare and wellness brand founded in 2012, which equally values the source, our makers and you.

Natural rhythm and ritual inform how we create our line. We travel far to forage, returning to concoct, blend and bottle by hand in limited batches at our zero waste studio. Evoking harmony between mind, body and soul, our plant and mineral based formulations are rooted in ancient Ayurvedic wisdom and a revelation in green beauty and wellness.

Because we believe that skincare is akin to skinfood and can be absorbed into our bloodstream, Purearth promises superlative ingredients, sourced responsibly and harnessed at the peak of their potency.

As a social initiative, Purearth channels back proceeds through its PURE PURPOSE FOUNDATION, a registered tax exempt charitable company to support our social impact projects.

Meet the Team


KAVITA KHOSA (FOUNDER AND CREATIVE DIRECTOR)

Kavita traded the world of private equity law for clean beauty. Her sustained interest in wellness led to a Diploma from the Ayurvedic Institute founded by the renowned Dr Vasant Lad. A yoga teacher and Vedanta student, she established and ran Sachananda Yoga Shala, a non-profit yoga school, for four years before starting Purearth in 2012. She is also a lifelong member of the Federation of Women Lawyers, Hong Kong.

An advocate of conscious consumption, she has a propensity to question and unearth what’s precious, refined and worth nurturing for both people and planet. It energizes her conviction that smart girls go green.

ABOUT THE FOUNDER

THE ADVISORY COUNCIL

The Advisory Council is an honorary body committed to supporting the ethos and values of Purearth and PPF. In its capacity as a non executive steering committee, the Advisory Council provides guidance, stewardship and brings a wealth of experience and expertise to nurture and support the initiatives of both Purearth and PPF.

MEET THE MEMBERS

Pure Purpose Foundation

PPF is our sister organization and a tax exempt section 12A/ 80G charitable foundation established in India. PPF is focused on social impact initiatives ranging from safe sanitation, rainwater harvesting, tree plantation, education and environmental projects supporting biodynamic and organic farming methods, carbon offsets and reforestation. PUREARTH’s award-winning line addresses a growing consciousness for clean, ethical skincare and wellness. Equal, ethical and ecological, Purearth advocates conscious consumption by channeling 10% of its profits into the Pure Purpose Foundation.

LEARN MORE ABOUT OUR PURE PURPOSE FOUNDATION

THE RECYCLING PROGRAM

GET. GIVE. GROW.

An initiative to move towards a zero waste business, we launched the Recycling Program. We collect Purearth glass jars and bottle empties from your doorstep, free of cost and repurpose them in non commercial ways. For every jar or bottle that is returned, we in turn plant a tree, making a conscious effort towards a greener Earth and greener business practices.

THE REFILL PROGRAM

Our Refill Program will be launched soon to offer a refill service in-store at select locations as part of our commitment to zero-waste.

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