Just Pure is defined by the company founder’s identity as a mother, a daughter and a woman passionate about all things natural. 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, only to find that so many of the ingredients were not only unpronounceable but also unfamiliar to the average person. What was in these lotions and potions that mothers were putting on their babies’ skins?
Wanting the best start in life for Kirsten, Tamsin had already been seeking out organic foods. Now she took this a step further, experimenting with aromatherapy, homeopathy and herbal remedies as part of a desire to be very selective about what she was putting both in and on the bodies of her family.
Tamsin and husband Louis had just committed to a further change of lifestyle by moving from Johannesburg to the Cape coastal town of Hermanus in 2005, when her mother was diagnosed with breast cancer. With all her newfound knowledge of going natural and organic, Tamsin started to actively research natural healing alternatives and once again to question the potentially harmful effects of products that so many women put on their skins all of their lives.
60% absorbed into bloodstream
When she realised that research indicated that 60% of what we use on our bodies is absorbed into our blood stream, and that certain ingredients posed potential health risks, she was even more determined: there had to be an alternative.
Tamsin set about actively pursuing the introduction to the South African market of a 100% truly pure and natural skin and body care range that really would protect and nurture the whole family.
What followed was a series of meetings with chemists and formulators to find the right team to assist her with testing, 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.
Extensive research and development
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.
This family owned and managed business, still based in Hermanus, continues to not only expand its range of skin, body and ambience products, but now also includes a daytime eatery, The Just Pure Bistro, which further endorses the Just Pure philosophy of returning to basics and good old-fashioned values.