LIVING PUR™ Principles
Consumer products should use only ingredients proven to be safe, not causing harm to people or the environment.
Safe beauty is not as simple as just going 100% natural. There are many lab–made ingredients that are safe and non–toxic, and there are also natural ingredients that can cause harm.
We love science! So we do the hard work for you, reviewing scientific literature, books, and publications to decode product ingredients and claims, and bring to you only well researched information. If you feel lost browsing the black hole of internet, not knowing who to trust, we are here for you!
Products must not only be safe, but also perform as advertised. Enough with face creams that leave your face feeling like an oil slick, or worse, covered in pimples. Enough with long–wear nail polish that lasts a day. Product performance is just as necessary as their safety. No compromises!
Ingredient transparency: All ingredients should be listed on a label in order of their decreasing concentration.
Story transparency: Product claims, ingredient sourcing, manufacturing practices, and any certifications should be meaningful, ethical, and easily accessible to consumers.
We help CONSUMERS and COSMETIC BRANDS make sense out of confusing, conflicting, and misleading information they find online, in brands' messaging, and in product claims:
What products and ingredients are safe?
What is good—for—you and not harmful for the planet?
What is scientifically proven to work and not just a waste of your money, the latest internet fad, or fear mongering campaign?
We are scientists who care about health and beauty, cosmetic products, consumer safety, and sustainability. Our mission is to help consumers make more informed and healthier choices, and to help brands create more responsible, science—based, and honest products. So join us in LIVING PUR™ revolution!
With many years of experience working in cosmetic industry, from R&D to product development to marketing and communications, we work with small cosmetic brands and startups to guide you on the journey of developing your clean beauty brand. We provide support with product development, product claims and testing, selecting effective and relevant active ingredients, creating brand story, and much more. We also conduct a thorough review of your existing products and brand messaging to recommend ways to make them more transparent, backed by science, safe and effective, and hence, more consumer relevant. We will work with you on what we call scientifically clean brand communication based on 4 Pillars of LIVING PUR™. This approach emphasizes the use of regulated and meaningful claims, while avoiding greenwashing. This will help you build a stronger customer trust that will translate to increase in sales and repeat customers. In addition, we collaborate with Karim Rashid Inc, a world—renowned product, graphic, and interior designer. Through this collaboration we are able to provide integrated design solutions, such as packaging, logo, and brand identity, that will complement your beauty brand and differentiate it from the competition.
Scientific Communication and Technical Writing for Cosmetics
Full range of technical writing and scientific communication solutions for your cosmetic brand, including: • Elevator Pitch — Your brand in a nut shell • Brand Review — Strengthen and update your branding, market positioning, competitive edge, and communication around products, ingredients, and benefits • Position Statements — Communicate your brand's position on key issues, such as sustainability, safety, ingredient origin, activity and efficacy, etc. • Product testing — Design and consulting for instrumental and consumer product testing • Technical research and paper review for marketing and new product development • Writing blog, newspaper, and magazine articles
Clean up your cosmetic collection and find "the holly grail" product to solve your skin woes. Schedule personalized, 1 on 1 virtual beauty consultation. We will start with 45 minutes video call during which we: • Review your beauty goals and needs • Review your current beauty products • Discuss your questions about cosmetic products, ingredients, or claims After the call, and based on what we discussed, you will receive personalized Beauty Cleanup summary that will include: • Recommendation for products / ingredients to avoid, based on their safety and your product use • Recommendation of product substitutes that are safe, efficacious, and suitable for your skin needs and budget. The goal of Beauty Cleanup is to empower you to make better beauty choices. There is never an obligation to purchase any of the products recommended. We do not sell or advertise any specific brands nor participate in affiliate marketing. All recommendations are based on LIVING PUR™ principles and your personal skin goals and budget.
LIVING PUR™ BLOG is your one stop source of reliable, science–based information about consumer products that you can trust. We look at every product and topic through 4 Principles of LIVING PUR™, using reputable research sources and cosmetic industry knowledge, to bring you relevant information that will help you make informed and healthy choices. We do not work with affiliates, ads, or any sponsored content.