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We’ve been in the skincare industry long enough to know that the one-size-fits-all approach doesn’t work.

Through our combined 60 years of experience in beauty and wellness, we’ve seen time and again that skincare formulated according to generic skin types won’t give you the results you want. That’s because your skin is anything but generic.

So, we’ve flipped the industry’s standard approach to skincare. Instead of starting with a one-size-fits-all product, we start with you.

We’re passionate about making skincare personal. We embrace your individuality and uncover your unique skin needs and goals. Through our comprehensive skin analysis and variety of skin tests, we create custom skincare formulas and regimens that consider everything from your diet and lifestyle to your genes and skin priorities. 

When it comes to caring for your skin, products should be custom, clean and effective. And the process should be simple. That’s why you can customize and receive your Pure Culture products without ever leaving your home. 

Join us on our journey, this is just the beginning...

“I have spent my career breaking down barriers and challenging the status quo both as an Asian woman and as a champion of bringing breakthrough products to consumers.” —Joy

“I believe makeup and skincare formulas should be as diverse as the people who use them, and I've spent most of my life creating products that honor that diversity.” —Victor

“My mom always told me that I can make anything possible as long as I put my heart and soul into it. Pure Culture is the outcome of that inspiration.” —Joy

“There's so much people can learn about their own skin, and my goal is to continuously raise the bar on clean skincare so they're always getting the best products.” —Victor

To us, you're more than just a type

The food you eat, the lifestyle you live, the genes you were born with—all of these factors make your skin unique. 

That’s why you deserve skincare that understands who you are and gives you what you need.

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Our values

We use clean ingredients that are proven effective, so you can see and feel a difference in your skin. Each skincare system is also designed to simplify your routine—because customized doesn’t need to be complicated.

Your skin has a story to tell and your skin type is just one small part of it. Our job is to dig beneath the surface and understand things about you that others did not think to ask. By recognizing what makes you unique, we can create skincare products that are uniquely yours.

We make skincare to fit you. We’ll never recommend products that aren’t right for you. The more open and honest you are with us about your skin needs, the more we can ensure the formulas we create will give you the results you’re looking for. As your skin changes, keep us in the loop, and we’ll make sure your skincare changes with you.

From clean ingredients to sustainable packaging, we promise to do all that we can to minimize our impact and prioritize the world we live in. Because good business is not only about profit, it’s about people and the planet, too.

We use clean ingredients that are proven effective, so you can see and feel a difference in your skin. Each skincare system is also designed to simplify your routine—because customized doesn’t need to be complicated.

Your skin has a story to tell and your skin type is just one small part of it. Our job is to dig beneath the surface and understand things about you that others did not think to ask. By recognizing what makes you unique, we can create skincare products that are uniquely yours.

We make skincare to fit you. We’ll never recommend products that aren’t right for you. The more open and honest you are with us about your skin needs, the more we can ensure the formulas we create will give you the results you’re looking for. As your skin changes, keep us in the loop, and we’ll make sure your skincare changes with you.

From clean ingredients to sustainable packaging, we promise to do all that we can to minimize our impact and prioritize the world we live in. Because good business is not only about profit, it’s about people and the planet, too.

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