37 GHP Q3 2025 urana Skincare (Purana) was born out of frustration with the beauty industry’s empty promises. Products labelled “clean” that still contained harmful chemicals, or routines that demanded 10+ steps with little to show for it. Purana was created to challenge the clean industry standard and to be different: skincare that’s truly non-toxic, clinically effective, and made with real integrity. Today, the firm’s mission is to create powerful skincare that actually works without compromising health, time, or values. Purana believes that beauty should be effortless, honest, and deeply nourishing, with every formula created is designed to restore skin health in the most sustainable and effective way possible. Purana certainly differentiates and stands out in the beauty industry by pushing beyond surface-level definitions of “clean” to deliver something truly rare: skincare that is uncompromising in both clinical performance and ingredient integrity. With proven science-backed results, Eternal Youth are non-toxic, clinically tested and designed to repair, nourish, and rejuvenate all skin types, especially sensitive and reactive skin. In fact, it took over five years and 60 prototypes to develop Eternal Youth, the best-selling concentrate that replaces the entire skincare routine. “We developed Eternal Youth to simplify skincare,” elaborates Founder, Jane Goldrup. “One step. No toxins. No complicated routines. Just real results you can see and feel especially for people with sensitive, reactive, or overwhelmed skin. It replaces an entire 10-step routine in a single bottle and is made to work deeply on its As a pioneer in luxury effective skincare, Purana Skincare isn’t just about beauty, it’s about changing the standard for what beauty should be and how it should make end users feel. Using sustainable, natural skincare formulas, the brand distinguishes itself from competitors for its strong ethical beliefs and sciencebacked results. A Force for Good P Jun25082 own, restoring hydration, softening lines, and improving skin tone and texture without irritation.” Purana is what sustainable skincare looks like. By replacing entire skincare routines with one high-performance product, the brand reduces packaging waste, lowers shipping emissions, and simplifies supply chains. All products are made in Canada using ethically sourced ingredients and recyclable packaging whenever possible, for fewer products, and a smaller environmental footprint. “What truly sets us apart is our commitment to safety and transparency,” explains Jane. “Purana is one of the very few luxury skincare brands in the world that is free from harmful ingredients. “Most importantly, we differentiate because of our deeper mission: to inspire beauty through confidence. When people feel good in their skin, it changes how they move through the world.” As a B Corp Certified skincare brand, built on the belief that business should be a force for good, the firm also donates 30% of its profits through the Purana Legacy Fund, supporting grassroots organisations focused on climate action, reforestation, and children’s wellbeing. Recent developments within the industry have helped to shape Purana’s future strategy and Jane tells us that consumers are no longer content with vague “clean” claims, they want proof. For Purana, “clean beauty” is more than just a marketing buzzword - it’s a non-negotiable standard. All formulas are free from 1600 harmful and endocrine disruptive chemicals, including phenoxyethanol, glycols, palm oil, fragrance, and fillers, that are commonly found in even high-end and medical grade skincare. Purana goes beyond the industry’s clean benchmarks, creating products that users can trust on their skin, especially during stages like pregnancy and breastfeeding. The rise of “skinimalism” means consumers want fewer, more powerful products that multitask. Purana anticipated this trend early. Its flagship product, Eternal Youth, simplifies skincare, saves time, protects customers from unnecessary toxins, reduces packaging, and resonates with today’s beauty minimalists. Purana has certainly earned its five-star testimonials from delighted clients, and it recently gained further recognition in the Global Excellence Awards when it was crowned 2025’s Leading Clean Skincare Company – Canada. Now, Jane believes that the future of skincare is less, done better, and is committed to continuing to develop high-performance, multi-functional formulas that replace complex routines with simple, effective solutions. Purana is also investing in next-generation biotech ingredients, including stem cell, growth factors, postbiotics, and precisionfermented actives that meet its ultra-clean standards. Contact: Jane Goldrup Company: Purana Skincare Web Address: www.puranaskincare.com
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