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Pure Beginnings, South Africa’s most trusted Organic Baby and Kids brand, has re-launched their adult hair and body care line with new and improved formulas and upgraded branding under the sub-range Organic Care. This underlines Pure Beginnings’ position as a leading supplier of Organic personal care products to South African consumers and builds on their existing line up of products for the whole family, including: Toothpaste, Mens Shave Crème, Insect Repellent, the very popular Deodorant range.

The re-launch has come off the back of extensive growth of the Organic Baby and Organic Kids lines over the past 2 years. South African consumers are increasingly aware of the many harmful chemicals in many personal care products and are looking for safer choices, particularly for children. “Many of our customers only really start thinking about the ingredients contained in products when they are pregnant or have a baby,” says Bruce Moore-Gordon, Owner and CEO of Pure Beginnings. “But once they have made the shift for their children, they will look for better choices for themselves as well”, says Bruce. It is for this reason that Pure Beginnings has kept its focus on research and on producing superior quality products, not only for children, but for the whole family.

The re-vamped product line-up includes:

REVITALISING BODY WASH with Organic Baobab and Ylang Ylang

HYDRATING BODY LOTION with Organic Coconut and Kigelia

BALANCING SHAMPOO with Organic Aloe and Argan

BALANCING CONDITIONER with Organic Aloe and Argan.

There is very little difference in the application and feel of the upgraded formulations compared to the previous line. “We worked tirelessly to introduce the improvements without losing the wonderful experience and feel that so many customers have come to love” says Bruce. These improvements include the introduction of Pure Beginnings’ exclusive potent ingredient complex called the “ORGANIC CARE COMPLEX”, the introduction of fair trade community sourced ingredients, and some additional unique ingredients specific to each product. The products remain free of all harmful chemicals including Sulphates, Parabens, Petrochemicals, Synthetic Colourants, Synthetic Fragrances and Phthalates.

The unique ORGANIC CARE COMPLEX is a group of potent ingredients to nourish and hydrate, soothe and calm, defend against environmental stress and to maximise the skin’s beneficial microbes for optimum skin health. The accredited fair trade partner, Phytotrade Africa, facilitates direct purchase of ingredients such as Baobab and Marula from various community projects in Africa, assisting in poverty alleviation and biodiversity protection. In addition to the formulation
upgrades and move to fair trade, consumers can also expect an exciting new refreshed look of the brand on shelves.