Pura Cosmetics

 

Dyson said the initial idea for Pura Cosmetics came from being “constantly disappointed” by the lack of affordable eco-friendly makeup and skincare products. These products tended to come with a “steep, premium” price tag, which she simply couldn’t afford as teenager. After some research, she found that many other “eco-conscious Gen-Zers” felt the same.

To come up with the formulas for the lip care products, Dyson said she spent all her free time after school and at the weekends researching and trialing ingredients , as well as contacting other companies for advice. Dyson said she has used a minimal number of ingredients to create the plant-based formulas for lip balms and scrubs. 

As well as the price of the products, which start at £3.99, Dyson said she has also sought to “disrupt the image of eco-friendly products.” Instead of the “moss green and brown” shades bug associated with eco-friendly products, Dyson opted for more eye-catching bright colors for her plastic-free packaging that she felt better appealed to young people.

She said Pura has seen an uplift in sales amid the pandemic, as people stocked up on “self-care essentials.” Dyson also believed that people have had more time to re-consider the products they use and shop around for more affordable eco-friendly alternatives.