Purito

Purito Seoul began with a personal problem: founder James Kim had atopic dermatitis, and the brand grew out of trying to solve it. It calls itself a contemporary Korean skincare brand drawing on Korean ingredients and culture, and it scouts the peninsula for them — Jeju, Gangwon and elsewhere — pairing what it finds with clinically proven actives. The approach is barrier-first and the ingredient lists are deliberately short; a blacklist keeps out parabens, ethanol, mineral oil, silicone, petroleum, sulfates and oxybenzone. Everything is vegan and cruelty-free.