Pure U.

Pure U. – Stick makeup for sensitive skin

Pure U. stands for uncomplicated, modern natural makeup – developed with the aim of not overwhelming sensitive skin, but supporting it with a deliberately pared-back, thoughtful formula. Behind the brand are Carla and Leo: Carla’s own skin journey inspired the idea of bringing makeup and skincare closer together and creating products that feel light and are easy to apply every day.

Founder story

The inspiration for Pure U. was personal: After going off the pill, founder Carla suffered from hormonal acne and was looking for makeup that wasn’t “too much” for her skin. This need inspired a brand that thinks about makeup from the skin’s perspective – uncomplicated, pared back, and suitable for everyday use.

What makes Pure U. special

The practical sticks can be applied directly and blended gently, with formulas that not only add color but also leave skin feeling cared for. It’s this combination of the convenience of a stick and a skincare-minded approach for sensitive skin that makes Pure U. special. The range now also includes lip color, lipliner, and mascara.

How to find your Pure U. product

For your complexion: Concealer Balm for targeted coverage, plus Everyday Tint SPF 30 as a tinted SPF step. For color & freshness: Blush Balm (also lovely on lips/eyelids). For warmth: Bronzing Balm. For glow: Highlighter Balm. For lips: Balmy Lip Tint and Soft Lipliner. Pure Lengthening Mascara defines the lashes. For a soft finish, we recommend the Blending Brush. If you have any questions about shades or combinations, we’ll be happy to advise you. Samples are also available.