01
The beginning
Our Story
A kitchen table.
A clear intention.
Pureté began not in a laboratory or a boardroom, but at a kitchen table in Johannesburg. Founded in 2022 by beauty enthusiast and formulator Isabelle Mokoena, the brand grew from a single frustration — that most makeup on the market asked women to choose between performance and principle.
"I wanted makeup that felt as considered as it looked. That meant clean ingredients, honest shades, and a formula I would trust on my own skin first."
What started as small batches shared with friends and family quickly became something more. Word spread — not through advertising, but through the quiet confidence of women who had finally found a product that delivered on its promise.
Today, Pureté is still made by hand, still formulated with the same intentionality, and still sold directly — because the relationship between maker and wearer is something we are not willing to outsource.
