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In collaboration with Project Rhino KZN, Pure Beginnings is excited to launch it’s Limited Edition, Ruby the Rhino Fun Time Kids Wash.

Developed with a new and endearing character to highlight the Pure Beginnings partnership with Project Rhino, the Ruby the Rhino Fun Time Kids Wash is a larger (500ml) format of the existing 250ml Fun Time Kids Wash with organic rooibos – which currently forms part of the Pure Beginnings Organic Kids range.

“We have had numerous requests from customers for a larger kids wash”, says Bruce Moore-Gordon, owner of Pure Beginnings. As one of the products with the highest rate of use, especially in families with more than one child, this product has grown in popularity. Enriched with organic rooibos – a powerful anti-oxidant, and made with the gentlest of plant based foaming agents, it effectively removes dirt and grime from even the grubbiest of customers. Suitable for the most sensitive of skins, the extremely gentle, non-irritating, non-drying formula leaves the skin soft and hydrated.


“As business owners, we are constantly looking for ways in which we are able to not only improve our business, but make a difference to our community”, says Moore-Gordon. “With the increase in popularity of our products over recent years, we feel we are now in a position to really make a valuable contribution, both financially and through creating awareness.” he continues. “We looked for a suitable NGO to partner with and Project Rhino KZN was the natural choice. Our business head office is located in KZN and we are regularly reminded of the plight our local rhino’s face due to the ongoing threat of poaching. By making a contribution to the incredible work that Project Rhino KZN does, we are helping to save an important part of our South African heritage”, he says.

Pure Beginnings will be donating R10 from every Limited Edition Fun Time Kids Wash sold to Project Rhino KZN. This financial donation will contribute to the five priorities Project Rhino has identified, namely:

(1) Rhino Security;
(2) Community Engagement, Education & Awareness;
(3) Legislation & Judiciary;
(4) Lobbying & Strategic Relationships and
(5) Fundraising, Public Awareness & Accountability.

As a brand used every day by children, Pure Beginnings identify that they have an opportunity to not only contribute financially, but also to use the product as a means to educate and connect with kids about rhinos.

“We also anticipate that the Ruby the Rhino Fun Time Kids Wash will attract some international attention in our export markets, further highlighting the challenges facing our rhinos and raising awareness regarding Project Rhino KZN and the valuable work this organisation does.” says Bruce.

Ruby the Rhino Fun Time Kids Wash is availableat Baby City, Wellness Warehouse and many other leading independent health stores, as well as Pure Beginnings online store RSP of R114.50*.
*Retail store dependent


“A group of rhinos is called a crash.”

“An adult white rhino can produce up to 20kg’s of dung per day. That’s the same weight as the average 6 year old child.”