A new standard for purity, compatibility, and responsibility
The term "clean beauty" is not protected in the market and is not clearly defined. What is considered "clean" varies greatly – and often offers little guidance. Love it Pure consciously goes further. With the Pure Beauty Principles, we have created our own, significantly stricter standard – for skincare that not only sounds good, but deserves long-term trust. Our skin-physiological, plant-based high-performance formulations are consistently geared towards maximum tolerability, transparency, effectiveness, and responsibility. Every ingredient serves a clear purpose. We only use what truly benefits the skin – nothing superfluous, nothing irritating, nothing ineffective. Because our skin is our largest organ. What we apply to it daily should be chosen with the same care as what we put into our bodies. This is how we create skincare that is uncompromisingly pure, highly tolerable, and powerful at the same time.
The Pure Beauty Principles do not start with the formula, but with the fundamental attitude with which we develop. Love it Pure stands for formulations and production standards that consciously go beyond what is often considered sufficient in the market. We work exclusively with partners and laboratories that share our philosophy and additionally require suppliers and partners to confirm that no animal suffering occurs along the supply and production chain. This also includes ensuring that no animal testing is conducted on raw materials.
What you are guaranteed not to find at Love it Pure
Our blacklist is an expression of our stance. We consistently exclude all substances that unnecessarily irritate, sensitize, or burden the skin, or which, in our view, offer no real benefit to the skin.
Love it Pure is formulated without:
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synthetic fragrances such as perfume or fragrance
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essential oils
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declarable allergens such as limonene, citral, linalool, geraniol, or eugenol
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plant extracts that have an increased potential for irritation or allergies
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monohydric, drying alcohols such as alcohol denat. or ethanol
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mineral oils and paraffins
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silicones
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PEGs and PEG derivatives
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parabens
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sulfates such as SLS or SLES
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microplastics
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synthetic polymers
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nanoparticles
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phthalates
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synthetic colorants
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aggressive or unnecessary preservatives
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hormonally active or health-critical ingredients
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controversial or potentially toxic ingredients
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animal-derived ingredients
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raw materials with a known high allergenic potential, if, in our view, they are not compatible with maximum tolerability
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water as a cheap filler, as we instead use certified organic aloe vera juice as a base for nutrient-rich moisture
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fillers and additives without any real benefit for the skin
Furthermore, we consciously avoid many ingredients that are frequently used even in conventional natural cosmetics if they can irritate sensitive skin or promote allergies. This includes not only essential oils, but also certain plant substances, highly fragrant extracts, or raw materials that are "natural" but not automatically skin-compatible.
After all, natural does not automatically mean safe or tolerable. And plant-based does not mean using everything plant-derived – but only what is truly good for the skin.
For us, pure is not a label. It is an attitude.
Love it Pure stands for a new standard in plant-based active ingredient cosmetics: uncompromisingly pure, highly tolerable, effective, and responsibly developed.
Our Pure Beauty Principles give you the certainty you deserve – so that you don't just give your skin anything, but exactly what it truly needs.
We disclose our ingredients, supplement INCI lists with understandable plain-text names, and provide guidance and knowledge with our INCI glossary. For us, transparency means not just disclosure, but genuine clarity.
Skincare that keeps its promises.
Love it Pure – a new standard of purity. A new generation of skincare.
Our Standard
Our Pure Beauty Principles stand for skincare that goes further than conventional cosmetics, classic natural cosmetics, or many clean beauty concepts.
Our products are:
- vegan
- PETA-approved
- developed without animal suffering
- no animal testing along the entire supply and production chain
- dermatologically tested
- developed in-house
- no white label
- developed and produced in Germany
- plant-based and formulated for skin physiology
- developed with evidence-based active ingredients
- highly tolerable even for sensitive or reactive skin
- with selected organic ingredients or raw materials from wild harvesting
- gentle extraction processes to preserve valuable plant substances
- Waterless Beauty with certified organic direct aloe vera juice
- safely combinable within the synergistic Love it Pure system
- sustainable packaging solutions
- resource-saving shipping packaging
- short transport routes
- climate-neutral shipping
- maximum transparency regarding ingredients and formulations
