Brand Story
Purito SEOUL: “From Soil to Seoul”, vegan cosmetics with Korean roots
South Korea · Since 2017 · 4 min read
Purito SEOUL Wonder Releaf Centella line · Image: Purito SEOUL (purito.com)
Pure as the earth, inspired by Seoul. The story of a Korean vegan brand that found its most loyal audience in Europe.
In summary · Quick facts
01 · Origins
How it began
Purito launched in 2017 in South Korea, during the international boom of K-beauty. Behind it is the Korean company Hi Nature, which wanted to create a gentle vegan cosmetics brand designed for sensitive skin at a time when “clean” beauty was still uncommon.
Mighty Bamboo Panthenol Cream · Image: Purito SEOUL (purito.com)
During its first two years, the team focused on one very specific thing: product quality. That is why it obtained vegan and cruelty-free certifications from the very beginning.
02 · The name
A name that returns to the earth
The name combines “Pure” (pure) and “To” (土), which means earth in Korean. This is where its current slogan comes from, “From Soil to Seoul”: ingredients that come from the earth, with the style and energy of Seoul.
Gunsan oat fields, one of the brand's Korean ingredients · Image: Purito SEOUL (purito.com)
In March 2024, the brand was rebranded as Purito SEOUL, reinforcing its Korean identity with a new design and updated formulas.
03 · The ingredients
Its key ingredients
Purito's first steps revolved around centella asiatica (cica), Korea's star soothing ingredient. Then came the brand's other key ingredients:
04 · Europe
Why Europe loves it
Purito SEOUL is now sold in more than 60 countries, and Europe is one of its most important markets. Its global image is actress Natalia Dyer, whom we have already introduced in our Celeb’s Pick with the Mighty Bamboo Panthenol Cream.
Natalia Dyer, global image of Purito SEOUL · Image: Purito SEOUL (purito.com)
60+
countries where the brand is sold
99%
of Hi Nature's sales were outside Korea in 2024
Its mission is to be a customer-focused beauty company that grows by listening and connecting with its community, with three values: customer, integrity, and sustainability.
05 · Purito SEOUL at Lococo
Why we have it at Lococo
Purito SEOUL is one of Lococo's most beloved brands: its sunscreens and bamboo and panthenol creams are perfect for sensitive skin, and its vegan approach aligns with what you value most in Spain.
Mighty Bamboo Panthenol Cream 100mlView product →
Wonder Releaf Centella Serum Unscented 60mlView product →
Wonder Releaf Centella Daily Sun Lotion 60mlView product →
Renewal Oat-in Calming Gel Cream 100mlView product →
Mighty Bamboo Panthenol Cleanser 150mlView product →
Hydro Wave Deep Sea Cream 50mlView product →
Lococo Tip: If you've never tried Purito, start with a product containing centella or panthenol: they are the essence of the brand and work very well on almost all skin types.
Sources
- Maeil Business (16/06/2025) – Hi Nature: 60 countries and 99% of sales abroad
- Maeil Business (19/07/2024) – The name change to Purito SEOUL
- Purito SEOUL – Brand Story (official website)
- PR Newswire (27/02/2026) – New slogan “From Soil to Seoul”
Images: © Purito SEOUL / Hi Nature, from purito.com, used for informational purposes. Product photos at Lococo: © Lococo K-beauty Store.
