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Pure Beginnings has always taken skin health seriously. It is our core value and building a brand which honours that was, and still is, our top priority. Whilst our complex skincare formulations have been created with precise care, Pure Beginnings is, non-the-less, a brand committed to keeping things FUN!

There are 6 principles which are fundamental in guiding our business. They affect all our decisions and direct the types of products we produce, the suppliers we use and the ingredients that go into each product.



Pure Beginnings has always wanted to bring fun, colour, joy and excitement to babies’ and kids’ lives. By using our animated animal characters, fun time facts and vivid colours, we hope that we have achieved this. Our family of characters has grown over the years and have become recognisable faces in thousands of homes across our beautiful country.

From the flamingoes Finn and Fern, to Ruby the rhino, Ella the elephant and Toby the toucan, we love them all. But if we are to be completely honest, our firstborns, Ollie the owl and Max and Minky the monkeys, have always been our favourites. Ollie (named after Pure Beginnings founders Kate and Bruce’s son Oliver), has been a part of the brand from the very beginning and is as loved by our customers as he is by us.

As our story grows, so it deepens. We are in new and exciting times, both globally, and within the Pure Beginnings office walls.  If you haven’t already, you will soon see our design landscape evolving. Our design team (who have been with us from the very beginning), have been working hard on a fresh new look across all the ranges – so watch this space!

“We have been using the wash and almost all of the other Pure Beginnings products since the birth of our baby boy. My boy is obsessed with Ollie the Owl. He is always excited for bath time – making ‘hoo-hoo’ sounds when he spots the wash. The Pure Beginnings products will be in our household for many more years!!” Roeline (mother).