The Story behind Just Pure

just pure

Posted on October 01 2022

At Just Pure we believe in providing the best products that are safe for your skin and body, with pure ingredients that have long been known for their beautifying and therapeutic properties. We do not believe that it is necessary to use synthetic ingredients, the body benefits completely from simple, natural ingredients.

The Just Pure vision has been to create an awareness of the health benefits of using natural skin care, and the added benefits of the therapeutic values of essential oils, plant oils and extracts. Products that are effective yet gentle. With so many allergies and health disorders on the rise, consumers need and deserve simple, cleaner and natural products more than ever.

Extensive research and development goes into the creation of each Just Pure product, and the range is compatible with even the most sensitive skins.The Just Pure range of products is based on plant and vegetable oils, herbs, essential oils, botanical extracts and other natural ingredients.


"In every walk with nature one receives far more than he seeks." John Muir

Tamsin Koen launched Just Pure in November 2007, driven by her desire to develop a South African range of pure and natural skin and body care, that was affordable enough to nurture the entire family and was as kind to the environment as possible.

Following the birth of her daughter, Kirsten, in 2003 and the baby's adverse reactions to seemingly natural baby products,Tamsin had found herself examining labels far more carefully and after researching these ingredients she discovered the adverse health effects of chemically based skin and body care products generally available on the market.

Tamsin and husband Louis had just committed to a change of lifestyle by moving from Johannesburg to the Cape coastal town of Hermanus in 2005.

"I go to nature to be soothed and healed, and to have my senses put in order." John Burroughs 

Having noticed that many mainstream products available were being disguised as clean, natural or healthy, and that these products were financially fuelled and run by large corporate companies without really caring about the end user,Tamsin saw that there was a gap in the market for an honest, ethical range of healthy natural skin and body care.

Tamsin set about actively pursuing the introduction to the South African market of a 100% truly pure and natural personal care range.

What followed was a series of meetings with chemists and formulators to find the right team to assist her with researching and creating truly effective formulations, using only plant oils, herb extracts, essential oils and natural active ingredients that are compatible with the most sensitive skins.

After an extensive period of research and development, November 2007 saw the launch of Just Pure: an effective and simple skin and body care range that protects and supports the skin's natural radiance, while also protecting the health and beauty of our environment.

"The future depends on what we do in the present." Mahatma Gandhi 


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