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Pure Beginnings believes in keeping your skin as pure as the day you were born, which is part of their bigger dream of encouraging the overall health and wellness of the whole family.

Children are very close to the heart of the Pure Beginnings team, and this Mandela Day, they have decided to give back to those facing, undoubtably, one of the hardest realities for any family – a diagnosis of childhood cancer.

To show their support to some of the youngest and bravest heroes amongst us – the courageous children fighting this dreaded disease – Pure Beginnings has donated over 700 bottles of their Fun Time Kids Wash to CHOC (Childhood Cancer Foundation South Africa).

“When blessed with a healthy family, one can’t fathom the difficulty of walking the journey with a child with cancer. We want to show our support this Mandela Day, by standing beside the children and their families fighting this disease, and show them our love and support and honour their strength,” says Bruce Moore Gordon (Founder of Pure Beginnings)

“We strive to create natural, organic, but more importantly safe, skincare products, which lessen the chemical burden and toxicity on the skin and in the body. Donating these body washes to CHOC is the least we can do to support those more vulnerable among us – our children”.

The Pure Beginnings kids wash bottles have been redesigned and rebranded specifically with CHOC’s mascot, Keemo the Calf on the label. Keemo plays an important role in CHOC and is a very recognisable figure to the boys and girls, as he himself is a survivor of childhood cancer. He survived because his cancer was diagnosed early, and he received the correct treatment. This has inspired him to become a doctor when he grows up – just like those who treated him.

Keemo walks children through the different stages of cancer treatment, with stories about going to the doctor, starting treatment, feeling pain, getting a port, losing one’s hair, and then going home! Keemo’s favourite Nelson Mandela Quote is “When people are determined, they can overcome anything”.

First Impression Labels sponsored the printing of the rebranded label and Pure Beginnings would like to thank them for their generous contribution to this Mandela Day initiative. They would also like to acknowledge the phenomenal and tireless work the CHOC team and their carers undertake every day.  The work they do reaches far beyond the moment in which they do it. Thank you.

“There can be no keener revelation of a society’s soul than the way in which it treats its children” – Nelson Mandela.


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