Purito Seoul is a Korean skincare brand that describes itself as contemporary and inspired by Korean ingredients and culture: it sources its centella, bamboo, oats and deep sea water from specific places in Korea. The brand's motto is "Skin, Reset by Seoul". Purito sums up its product philosophy in two principles: Purito Standard (keep what skin needs) and Seoul Refinement (refine it for modern skin and real life). The brand says it makes its products for skin that "has felt sensitive and still wants more". Among its values Purito lists exploration and simplicity: it scouts the Korean Peninsula for natural ingredients and pairs them with clinically proven actives, and it puts only the essentials into its formulas. As the brand states in its FAQ, all Purito products are vegan and cruelty-free, and its ingredient suppliers do not test on animals either. Despite the "Seoul" in its name, the brand's office is in Incheon. The product pages on the brand's site list HINATURE as the responsible distributor, while the products themselves are made by Korean factories.
From soil to Seoul: where each ingredient comes from
In the brand's own words, "From Soil to Seoul" shapes its product philosophy. The range is divided into lines, each built around a Korean ingredient with its own place on the map. The centella for the Wonder Releaf line grows on plantations in Goesan and Hapcheon counties and on Jeju Island. Because it survives all four Korean seasons, Korean centella has a stronger soothing effect, the brand says, and enduring the Korean winter boosts its active compounds. The bamboo for the Mighty Bamboo line comes from Damyang, home to Korea's largest area of bamboo forest; this bamboo is aged for three years and distilled six times. According to the brand, the bamboo extract contains amino acids and minerals that strengthen the skin barrier, the protective layer that holds moisture in. The oats for the Oat In line come from Gunsan, Korea's largest oat-growing region; they contain beta-glucan, which, the brand says, helps soothe the skin quickly. The deep sea water for the Hydro Wave line is drawn from a depth of 605 metres in the East Sea off Gangwon Province. Its 3:1:1 ratio of magnesium, calcium and potassium, the brand says, is close to the mineral composition of the skin's own fluids. The hydrangea for the Timeless Bloom line and the chickweed (Jeju Starflower, as the brand calls it) for the brand's body lotion come from Jeju. The minari (water parsley) for the Sun Day Adventure sunscreen comes from Cheongdo Hanjae. Some products sit outside these lines, among them the From Green cleansers and the Luminous Ceramide duo (a cream and a sleeping mask with ceramides). Then there are the serums named after their active ingredients: TXA 6 Niacinamide 10 Retinal, Azelaic Acid 10 Kojic Tea Tree, Retinol Retinal 2000 and Multi PDRN. How these ingredients work is covered in our articles on niacinamide, azelaic acid, retinol and PDRN.
Wonder Releaf Centella: Original or Unscented
The four core products of the centella line (toner, serum, cream and eye cream) come in two versions: Original and Unscented. The brand explains the difference in one sentence: Unscented products are formulated specifically for sensitive skin, while Original products are recommended for dry, oily and combination skin. The Original versions contain essential oils, the fragrant oils of plants (in the toner, for example, bergamot, geranium, ylang-ylang and rose oils); the brand describes their scent as herbal, "like a crisp forest breeze". Unscented products are free of fragrance and essential oils, although, as the brand notes, you may still notice a mild scent from the natural ingredients themselves. The Unscented toner contains 6,000 ppm of centella extract, or 0.6% of the formula, alongside four of centella's active compounds: madecassoside, asiaticoside, madecassic acid and asiatic acid; the Original toner contains 3,663 ppm of centella extract. The brand recommends applying the line in exactly that order: toner, serum, cream, then eye cream. In 2024 the Unscented serum took first place among facial serums at Korea's Hwahae Awards. The same line also includes a daily sun lotion, a BB cream, a BB cushion and the Spot Patch.
Which Purito cream to choose
For its two creams labelled "Best", the brand itself suggests which skin types each one suits. Mighty Bamboo Panthenol Cream is for barrier repair and a healthy glow. In this comparison the brand recommends it for combination and acne-prone skin, while the cream's own page says it suits all skin types, including sensitive and blemish-prone skin. It contains 10% panthenol and Damyang bamboo extract, and on the brand's site it also carries a "No. 1" label. In testing by Germany's Dermatest, which rates how well skin tolerates a product, the cream received five stars. The brand also recommends it as a hydrating step after products with potent actives such as vitamin C, retinol, AHAs or BHAs. Oat In Calming Gel Cream is a lightweight gel cream for calming blemishes; the brand recommends it for oily and acne-prone skin. Its formula is 77% oat seed water from Gunsan oats, and it also received five stars from Dermatest. Other creams in the range include Wonder Releaf Centella Cream in Original and Unscented versions for soothing, Hydro Wave Deep Sea Cream for oil-water balance, and Luminous Ceramide Moisturizer with five types of ceramides. For the night, the brand's current range has Luminous Ceramide Sleeping Pack, a sleeping mask with ceramides (3,000 ppm, or 0.3%), which goes on over your cream. The brand's earlier sleeping pack, Dermide Cica Barrier Sleeping Pack, was the first product to come out of Create Me, Purito's project for developing products together with its community; it is no longer in the brand's line-up. All the creams in our store are in the face creams & gels section, and night care is under overnight masks.
From cleanser to sunscreen: the Purito routine
The brand sets out the full routine using its Best Kit as an example: cleanse, apply toner and serum, wait until they have absorbed, then apply the cream; sunscreen goes on last, 15 minutes before you head outside. For the Wonder Releaf toner, pour a moderate amount onto your palm or a cotton pad, sweep it over the skin and pat lightly to help it absorb. To use it as a mask, leave a toner-soaked cotton pad on the skin for 5–10 minutes. For the Wonder Releaf serum the brand recommends two or three pumps, and for the cream a coin-sized amount. Before bed, you can apply Mighty Bamboo cream in two layers, using two to three times your usual amount: let the first layer absorb fully, then apply the second to seal in moisture. Oat In gel cream goes on after toner or serum, and if your skin feels heated or sensitive during the day, you can reapply it. Spot Patch pimple patches go on clean, dry skin before any serums, because moisture from serums can keep them from sticking well. Choose a patch bigger than the blemish and leave it on for 4–8 hours, or until it turns white; you can wear it during the day or overnight, on the face or the body. The brand itself contrasts two of its sunscreens: Daily Soft Touch Sunscreen is made for outdoor activities and is water-, seawater-, sweat- and sand-resistant, while Wonder Releaf Centella Daily Sun Lotion is for city life and sensitive skin. Both use chemical filters and leave no white cast. Apply Daily Soft Touch as the last step of your routine, at least 15 minutes before sun exposure, and reapply as needed; all the sunscreens in our store are in the sun protection section. The brand recommends patch-testing any new product, or a new pairing of two creams, on a small area of skin first.
