MyPure has specialised in natural, organic and clean beauty since 2004. Long before clean beauty became a familiar phrase, our aim was simple: make it easier to find well-formulated beauty products built around natural ingredients, without having to decipher hundreds of products yourself.
More than 20 years later, that is still what we do. We bring together skincare, haircare, make-up and body care from brands we think deserve a place on MyPure, while giving you the ingredient information, samples and advice you need to decide what actually suits you.
This guide explains how we approach natural beauty, what our Purity Promise means, how to choose between the brands we stock and how to make the most of shopping at MyPure.
What's Inside
What is MyPure?
MyPure is a UK natural and organic beauty retailer established in 2004. We specialise in carefully selected skincare, haircare, make-up and body care from natural and clean beauty brands.
Rather than trying to stock every beauty product available, we take a curated approach. Ingredients matter to us, but so do formulation, how a product fits into a routine, the standards of the brand behind it and whether it offers you something genuinely useful.
We're also a UK business, with orders dispatched from our UK warehouse.
Natural, organic and clean beauty: what's the difference?
These terms are often used interchangeably, but they don't mean quite the same thing.
Natural beauty
Natural beauty places an emphasis on ingredients derived from nature, including plant oils, butters, botanical extracts, clays and minerals. Exactly how much of a formula is naturally derived varies between products and brands.
Organic beauty
Organic goes a step further by considering how agricultural ingredients are grown and processed. Certifications such as COSMOS can provide an independently defined standard, but not every natural product is certified organic.
Clean beauty
There is no single legal definition of “clean beauty”. At MyPure, we use it to describe our own approach to ingredient selection and the standards set out in our Purity Promise.
That's an important distinction. A label saying “natural” or “clean” shouldn't replace reading the ingredient list or understanding what a product has been formulated to do.
It is also why you'll find full ingredient information on MyPure product pages wherever available, along with filters and product information designed to help you narrow down your choices.
Why we're still excited about natural ingredients
For us, natural beauty isn't simply about creating a list of ingredients to leave out. What's included matters just as much.
Plant oils can provide different combinations of fatty acids alongside naturally occurring compounds such as tocopherols and sterols. Botanical extracts can contain polyphenols, carotenoids and other plant compounds, while butters, waxes, clays and minerals bring their own useful cosmetic properties.
A single botanical ingredient can itself be chemically complex. That gives formulators the opportunity to combine naturally occurring constituents with established cosmetic ingredients such as glycerin, hyaluronic acid, vitamin C derivatives and other actives.
Natural beauty is about what's in the formula, not just what's missing
We think the interesting part of natural skincare is what plants can contribute to a formulation: oils rich in different fatty acids, antioxidant-containing botanical extracts, nourishing butters and a huge variety of naturally derived ingredients.
Good formulation means choosing those ingredients intelligently and combining them in ways that make sense for the skin, hair or purpose of the finished product.
What is the MyPure Purity Promise?
The MyPure Purity Promise is the framework we use when deciding what belongs on MyPure.
It sets out the ingredients and ingredient groups we choose to avoid and explains our approach to areas such as cruelty-free and vegan beauty.
That gives you a consistent starting point. Instead of each product having a completely different interpretation of what “clean” means, the Purity Promise explains the standards we're applying across MyPure.
It is worth making one distinction clear: the Purity Promise is our retail standard. It isn't a medical definition of safety, and it doesn't mean every ingredient outside our preferred approach is automatically dangerous.
Our job is to be transparent about the choices we've made so you can decide whether those standards align with what you're looking for.
Does MyPure sell “chemical-free” beauty?
Strictly speaking, nothing is chemical-free. Water is a chemical, plant oils are mixtures of chemical compounds and your skin itself is made from chemicals.
So when we talk about clean or natural beauty, we're talking about ingredient origin, formulation choices and the ingredients we choose to avoid – not products somehow being free from chemistry.
How do we decide which brands to stock?
MyPure is a curated retailer rather than an open marketplace. We look closely at brands and products before deciding whether they belong in the range.
Ingredient lists are an important part of that process, but they're not the only consideration. We also look at what the product is designed to do, how it is formulated, the information the brand provides and how it fits alongside the products we already offer.
Where certifications such as COSMOS, ECOCERT or other recognised natural and organic standards apply, we'll highlight them. Where they don't, we don't pretend that certification exists.
The same principle applies to vegan products. MyPure is cruelty-free, but not every product we sell is vegan: ingredients such as beeswax, honey and milk-derived ingredients can appear in a small number of formulas. Vegan status should therefore be checked on the individual product page when it's important to you.
Where should you start on MyPure?
If you're new to natural beauty, don't feel that you need to replace your entire bathroom cabinet at once. Start with the product you actually need.
Skincare
Start with skin type and concern rather than the longest ingredient list. Cleanser, moisturiser and daytime sun protection provide a sensible foundation; serums, oils, exfoliants and masks can then be added when they serve a purpose.
Haircare
Think about your scalp as well as your hair. Dryness, colour treatment, curls, fine hair and an easily irritated scalp can all point you towards quite different shampoos and conditioners.
Make-up
Natural make-up now covers everything from sheer skin tints and mineral bases to mascara, lipstick and full-coverage foundation. Choose by finish, shade and performance rather than assuming natural make-up has to look minimal.
Body care
Body washes, moisturisers, deodorants, hand care and oils are an easy place to explore plant oils, butters and botanical ingredients beyond your facial routine.
For skincare, our natural skincare hub lets you browse cleansers, moisturisers, serums, facial oils, SPF and treatments, as well as shop according to common skin concerns.
Five natural beauty brands to discover at MyPure
One of the advantages of shopping with a specialist retailer is being able to compare brands with quite different approaches to natural formulation. These five are useful places to start.
MOSSA
MOSSA combines Nordic berry extracts with familiar skincare ingredients across ranges for hydration, sensitive skin, mature skin and everyday skincare.
It's particularly worth exploring if you want accessible natural skincare with clearly defined ranges rather than an overly complicated routine.
Explore MOSSAMÁDARA
MÁDARA is one of the largest natural beauty ranges at MyPure, covering skincare, SPF, haircare and make-up.
Its ranges include straightforward hydration alongside more targeted products using ingredients such as hyaluronic acid, vitamin C, exfoliating acids and botanical alternatives to conventional retinoid-led routines.
Explore MÁDARAEvolve Beauty
Evolve Beauty combines natural and organic ingredients with familiar modern skincare actives and makes its products in the UK.
The range spans cleansers and moisturisers through to peptide, hyaluronic acid and exfoliating formulas, making it a useful option if you like natural skincare but also want recognisable active-led products.
Explore Evolve BeautyLiving Nature
Living Nature is a New Zealand natural beauty brand spanning skincare and make-up, with native botanical ingredients featuring prominently across the range.
It's particularly interesting if you want to explore natural make-up alongside skincare from the same brand, or prefer a more traditional botanical approach to beauty.
Explore Living NatureUpCircle
UpCircle takes a distinctive approach to natural beauty by incorporating upcycled ingredients into skincare, body care and haircare formulations.
It's a good brand to explore if ingredient sourcing and reducing waste are particularly important to you, while still wanting products designed around familiar everyday beauty needs.
Explore UpCircleHow to get more from shopping at MyPure
Finding the right product comes first, but there are a few useful MyPure benefits that can make trying something new – and coming back for your favourites – a little more rewarding.
15% off your first order
If you're new to MyPure, sign up and you'll receive a unique code for 15% off your first qualifying order. The discount applies to full-price products and can't be combined with another discount code.
Choose up to 5 free samples
Choose up to five available sample sachets with your order. It's an easy way to explore a new formula or brand before committing to a full-size product. Browse free samples.
Earn MyPure Rewards
MyPure Rewards gives you 5 points for every £1 spent. Once you've collected 500 points, they can be exchanged for a £5 voucher.
Get 5% cashback with Super Pay
Pay through Super Pay and you'll earn 5% cashback, stored in your Super Pay app to spend again later. Find out more about Super Pay.
Choose a free gift
Spend £60 and you can choose from the free gifts currently available. Your billed total after discounts needs to remain above the qualifying threshold.
Free UK delivery over £35
Qualifying UK orders over £35 receive free delivery, making it easier to replenish several products together rather than paying postage on each purchase.
15% off your first order
If you're shopping with MyPure for the first time, you can sign up to receive a unique code for 15% off your first qualifying order.
The code applies to full-price products, can't be combined with another discount code and needs to be entered before you complete checkout.
Free samples: a better way to experiment
Sampling is particularly useful in beauty because a product can look ideal on paper but still not suit your preferences for texture, finish, fragrance or feel.
Where samples are available, you can browse the current MyPure free samples and choose up to five with your order.
A sample can tell you some things – but not everything
A sachet is useful for experiencing texture, fragrance, finish and initial compatibility. It usually isn't enough product to judge longer-term cosmetic results from ingredients that need consistent use.
If you have particularly reactive skin or known allergies, checking the full ingredient list remains important even when you're only trying a sample.
MyPure Rewards
MyPure Rewards currently gives you 5 points for every £1 spent. Five hundred points can be exchanged for a £5 voucher, giving you value back towards future purchases.
There are also opportunities to earn points for qualifying product reviews. You can see the current ways to earn, redemption options and loyalty information on the MyPure Rewards page.
5% cashback with Super Pay
You can earn another 5% cashback when you pay through Super Pay. Your cashback is stored in the Super Pay app, ready to spend again later.
Super Pay cashback is separate from MyPure Rewards, so you can still earn your usual MyPure Reward Points when you use Super Pay at checkout. Find out how Super Pay works at MyPure.
Free gifts
Spend £60 and you can choose from the free gifts currently available. Add your chosen gift to your basket while you shop; the amount billed after discounts needs to remain above the qualifying threshold.
The available gifts change, so the free gifts page is the best place to see what's currently available.
How to choose a product without getting overwhelmed
Natural beauty can still leave you with a lot of choice. A simple decision process makes things much easier.
Start with the job
Decide what you're actually buying: cleanser, moisturiser, shampoo, foundation or something more targeted. Don't start with an ingredient trend and then look for a reason to use it.
Think about your skin or hair
Dry skin needs something different from oily skin. Fine hair behaves differently from thick curls. Sensitive skin may require a simpler formula than skin already accustomed to active ingredients.
Compare formulas, not just front labels
Look at ingredients, texture, directions and the purpose of the finished formula. A botanical ingredient appearing on two labels doesn't mean the products will behave in the same way.
Sample when you can
If a sachet is available, use it to get a feel for the texture, scent and finish before buying full size.
Introduce new skincare sensibly
Adding several new active products simultaneously makes it much harder to tell which product your skin likes – or doesn't. A simpler approach also makes your routine easier to maintain.
Skin School: understanding what you're buying
Product recommendations are useful, but we also want MyPure to help you understand why you might choose one formula over another.
That's the role of Skin School. We use it to look more closely at ingredients, skincare routines, haircare, SPF, sensitive skin and some of the claims that circulate around natural beauty.
That includes challenging ideas when they don't stand up well – while also explaining why we're genuinely enthusiastic about natural ingredients and good botanical formulation.
You can browse the latest Skin School guides whenever you want to dig deeper into a subject.
Find natural beauty that suits you
Explore natural and organic skincare, haircare, make-up and body care from brands selected by MyPure, with ingredient information, free samples and Skin School advice to help you choose.
Explore MyPureAbout MyPure FAQs
Is MyPure a UK company?
Yes. MyPure is a UK natural and organic beauty retailer established in 2004. Orders are dispatched from our UK warehouse.
How long has MyPure been selling natural beauty?
MyPure has specialised in natural and clean beauty since 2004, giving us more than two decades of experience selecting and selling natural beauty products online.
Are all MyPure products organic?
No. MyPure specialises in natural, organic and clean beauty, but that doesn't mean every product is certified organic. Where recognised natural or organic certification applies, look for the relevant information on the product page.
Are MyPure products cruelty-free?
MyPure's range is cruelty-free. Vegan status is a separate question because some products can contain animal-derived ingredients such as beeswax, honey or milk-derived ingredients. Check the individual product information if you follow a strictly vegan routine.
What is the MyPure Purity Promise?
The MyPure Purity Promise explains the ingredient and ethical standards we apply when selecting products for the site. You can read the full current standard on our Purity Promise page.
Can I get free samples from MyPure?
Yes. You can currently choose up to five available sample sachets with each order. Sample availability varies by brand and product, so browse the free samples currently available when you order.
Does MyPure offer free gifts?
Yes. When you spend £60, you can choose from the free gifts currently available. Your billed total after discounts needs to remain above £60, and your chosen gift needs to be added to your basket.
How does MyPure Rewards work?
You currently earn 5 MyPure Rewards points for every £1 spent. Five hundred points can be exchanged for a £5 voucher. Visit the MyPure Rewards page for the current ways to earn and redeem points.
How does Super Pay cashback work at MyPure?
When you pay through Super Pay at MyPure, you receive 5% cashback, which is stored in the Super Pay app to spend again later. Super Pay cashback is separate from MyPure Rewards, so you can still earn MyPure Reward Points on the purchase. Read more about Super Pay at MyPure.
Does MyPure offer a first-order discount?
Yes. If you're new to MyPure, you can sign up for a unique code giving you 15% off your first qualifying order. The code applies to full-price products and can't be combined with another discount code.
How do I choose the right natural skincare?
Start with your skin type, the job you want the product to do and the texture you prefer. Build the basics first, then add targeted products when they have a clear purpose. Samples can help you assess texture and feel before committing to full size.
The bottom line
MyPure started selling natural beauty in 2004 because we believed there was a better way to choose skincare, haircare and make-up. That idea hasn't really changed.
For us, natural beauty isn't simply about what a formula leaves out. It's about making intelligent use of plant oils, botanical extracts, minerals and naturally derived ingredients, and finding brands that know how to turn those ingredients into products you'll genuinely enjoy using.
Our role is to do some of the groundwork: curate the brands, scrutinise the ingredients, provide useful information and give you ways to try products before committing to them.
You still get to make the most important decision – what works for your skin, your hair, your routine and your values.
Please note: This article provides general beauty and skincare information rather than medical advice. Always check individual product ingredients and instructions. If you have a diagnosed skin condition, known allergies or concerns about a reaction to a cosmetic product, seek appropriate professional advice.