Dermatologically tested
Fragrance-free
Suitable for sensitive and allergic skin
Made in Germany
Vegan & naturally effective
Dermatologically tested
Fragrance-free
Suitable for sensitive and allergic skin
Made in Germany
Vegan & naturally effective
Dermatologically tested
Fragrance-free
Suitable for sensitive and allergic skin
Made in Germany
Vegan & naturally effective
Dermatologically tested
Fragrance-free
Suitable for sensitive and allergic skin
Made in Germany
Vegan & naturally effective
Dermatologically tested
Fragrance-free
Suitable for sensitive and allergic skin
Made in Germany
Vegan & naturally effective
Dermatologically tested
Fragrance-free
Suitable for sensitive and allergic skin
Made in Germany
Vegan & naturally effective
Dermatologically tested
Fragrance-free
Suitable for sensitive and allergic skin
Made in Germany
Vegan & naturally effective
Dermatologically tested
Fragrance-free
Suitable for sensitive and allergic skin
Made in Germany
Vegan & naturally effective
Dermatologically tested
Fragrance-free
Suitable for sensitive and allergic skin
Made in Germany
Vegan & naturally effective
Starter kits
Cleaning
Booster
Grundpflege
Cryo Treatment
Body Care

DIE BARRIERENSAISON IST DA

New season, new challenges for your skin barrier: Falling temperatures, dry heating air, and changing weather conditions promote dryness and feelings of tightness. Use these products to provide your skin with optimal support during the change of seasons.

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As seen in

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The Basic Care

Basic Care is more than just an entry point into the Love it Pure skincare system. It is your reliable foundation and a standalone, complete day and night care regimen. It gives your skincare routine a clear structure of cleansing, hydration, and lipid care, and acts like a skin reset: stabilizing, harmonizing, and balancing in the long term.

The heart of it is the 2-phase care: By adjusting the ratio of fluid to oil, you tailor your care to your skin's needs—more hydration or more lipids, depending on what your skin currently requires. And if you are pursuing a specific skincare goal, you can supplement Basic Care with a targeted active booster—without having to switch products or change your routine.

For your starter set More about Basic Care
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The active ingredient boosters

The boosters are the highly effective, targeted supplement to your Basic Care. Your add-on that truly personalizes your routine. Depending on your skin condition and your skincare goal, you choose exactly the active ingredient boost your skin needs right now – whether for blemishes, redness, pigment spots, dryness, a weakened barrier, or signs of skin aging.

The best part: Your routine stays the same – you just add to it in a targeted way. This creates high-potency active ingredient skincare that adapts flexibly, without overwhelming the skin and without constant product changes.

Discover your booster
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Skin-Moodbild

YOUR PERSONAL SKIN CONSULTATION

Tried everything already, but not the result you were hoping for?

Dry skin, feelings of tightness, blemishes, or suddenly new skin needs?

Instead of continuing to buy products on a hunch, find out what your skin really needs with skin expert Nadine.

In 45 minutes of personal skin coaching, we will take a holistic look at your skin and develop an individual skincare routine that suits you and your current phase of life.

Your skin expert Nadine
Your skin expert NadineEsthetician · Certified Pharmaceutical Sales Representative
15 years of skin care advice in the pharmacy
Discover personalized skin consultation

45 minutes · Care plan via email · €39 will be fully credited towards your purchase

The skincare system

  • STEP 1 - PURE CLEANSE

    Cleansing is the essential foundation of any effective skincare routine. The Gentle & Calming Cleanser cleanses gently and thoroughly. It reliably removes (eye) make-up, maintains the skin's natural balance, and respects the skin barrier. It optimally prepares the skin for subsequent skincare products without drying it out or causing irritation.

    TO CLEANSER 

  • STEP 2 - PURE PREPARE

    The Rose Toner optimizes the skin's absorption capacity after cleansing for subsequent active ingredients. It balances the skin's pH value, provides an antioxidant effect, strengthens the natural acid mantle, refreshes, and hydrates. This step can be skipped if you prefer a very minimalist routine.

    TO THE TONER 

  • STEP 3 - PURE BOOST

    Some skin conditions require an additional active ingredient boost to achieve the perfect care result. The boosters contain high-dose active ingredients that specifically address individual skin problems or aesthetic skincare goals and purposefully supplement your basic care. They enable highly effective, individually customizable active ingredient care.

    Only use one booster per routine.

    FIND YOUR BOOSTER 

  • STEP 4 - PURE CARE

    The finishing care is an essential part of every skincare routine and, together with the cleanser, forms the firm foundation of the skincare system. It intelligently adapts to your skin type using 2-phase technology. It locks the active ingredients of the boosters deep into the skin and acts as a catalyst for optimal results. The Refreshing Face Fluid hydrates and soothes, while the Day & Night Face Oil protects and nourishes – for long-lasting balance and radiance.

    FOR 2-PHASE CARE 
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Uncompromisingly pure. For healthy self-optimization.

Love it Pure stands for skincare based on strict Pure Beauty Principles: skin-physiological, plant-based, evidence-based, and free from questionable or potentially irritating ingredients. Fragrance-free. No unnecessary additives. Developed and produced in Germany, vegan, PETA-approved, using sustainable packaging solutions and biodegradable shipping materials.

Out of love for people, animals, and the environment. For skincare that is not only effective but responsibly conceived – today and for the long term.

Learn more
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The Self Care Magazine.

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  • Wechseljahre - Neustart statt Abschied

    Menopause - A fresh start instead of a farewell

    Menopause as a Turning Point For many of us, the years between 40 and 60 are a time of taking stock anyway. Children grown up, relationships settled or crumbling, given...

    Menopause - A fresh start instead of a farewell

    Menopause as a Turning Point For many of us, the years between 40 and 60 are a time of taking stock anyway. Children grown up, relationships settled or crumbling, given...

  • Clean heißt nicht verträglich

    Clean does not mean tolerable

    "Clean beauty" sounds trustworthy – but clean doesn't automatically mean skin-friendly. And natural cosmetics aren't always gentle.Why many "pure" products still irritate the skin – and how Love it Pure...

    Clean does not mean tolerable

    "Clean beauty" sounds trustworthy – but clean doesn't automatically mean skin-friendly. And natural cosmetics aren't always gentle.Why many "pure" products still irritate the skin – and how Love it Pure...

  • Balance ist der Schlüssel für die Longevity deiner Haut

    Balance is the key to the longevity of your skin

    Longevity doesn't mean stopping the aging process, but rather shaping it consciously.Discover how to strengthen your skin's natural functions, reduce inflammation, and maintain its balance with Love it Pure. For...

    Balance is the key to the longevity of your skin

    Longevity doesn't mean stopping the aging process, but rather shaping it consciously.Discover how to strengthen your skin's natural functions, reduce inflammation, and maintain its balance with Love it Pure. For...

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Not just another product. But a new standard.

Das Erlebnis großartiger Hautpflege. Deshalb sind wir hier.

Many are familiar with this feeling: you invest time, money, and hope in skincare, yet the long-awaited improvement in your skin remains elusive. Products provide only short-term effects, your skin reacts sensitively, repeatedly falls out of balance, or becomes more unpredictable with every new routine. Instead of confidence, uncertainty arises. You become cautious, start limiting yourself, and avoid certain ingredients or products. What remains is uncertainty. Every new skincare routine feels like a risk.

Our founder, Maya, had this same experience when hormonal acne completely threw her skin off balance, leaving her trapped in an increasing cycle of trial and error. What helped at first quickly lost its effectiveness. Furthermore, much of what was available on the market did not meet her ethical standards for purity, responsibility, and transparency.

At that point, it became clear: what was missing wasn't the next product, but a different approach. Drawing on over 15 years of experience in the cosmetic and pharmaceutical industries, along with a deep understanding of skin, active ingredients, and formulations, Love it Pure was created to provide skincare modeled on the skin itself. Formulated to work with the skin and address root causes instead of masking symptoms. For clarity, confidence, and long-term skin optimization.

About the Founders Brand story