Ivana Pur cosmetic consulting


With a passion for all things science, health, and beauty, and master's degree in Chemical Engineering from NYU, founder Ivana Pur started LIVING PUR after 5 years of working in research and academia, and 7 years of working for L'Oreal, a cosmetic giant.

As a former big cosmetic company manager, chemical engineer, product design aficionado, and health and beauty industry "junkie", Ivana uses her corporate expertise, her analytical mind, and visual thinking to connect science, consumer needs and behaviors, and visual aspect of designing products that will elevate consumer experience.


Ivana's journey in consumer product industry and more specifically cosmetics, started after moving to US from Europe in 2008 and discovering enormous lack of industry regulation, compared to European status quo. Shocked by this discovery, Ivana has been ever since, relentlessly searching for, studying, and designing safe, efficacious, scientifically backed, and transparent products that deliver on their promises, while not harming the consumer or the planet. Out of this pursuit, 4 Pillars of LIVING PUR were born, and are now being used to help consumers and cosmetic companies in US, who are seeking healthy, beautiful, and meaningful lifestyle.

"I am a perpetual researcher, debate lover, and thought shifter. I believe in people and in continuous improvement of ourselves, our environment, our human experiences, and our planet. Clean beauty and nontoxic consumer products that enable us to live a healthy and beautiful lifestyle, are my passion."