Purito
Purito Seoul is a South Korean skincare brand (founded 2017, parent HINATURE Inc.) selling mid-range ($21-$25) Centella, Bamboo, Oat, and sun care products via DTC and omnichannel retail across 90+ countries, targeting sensitive-skin consumers and K-beauty enthusiasts globally.
- Company typePrivate
- Founded2017
- HeadquartersIncheon, South Korea
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Purito does
Purito Seoul is a Korean skincare brand founded in 2017 and operated under South Korean parent company HINATURE Inc. The company develops and markets a portfolio of mid-range ($21-$25 USD) skincare products including cleansers, toners, serums, moisturizers, and sun care, organized around ingredient lines such as Centella Asiatica, Damyang Bamboo, Gunsan Oat, and Korean Deep Sea Water. Its proprietary formulation technologies include CICASOME encapsulated Centella delivery, a quantified 4X Cica Active Complex, low-temperature extraction of Korean Centella, and encapsulated retinal technology in the TXA 6 Niacinamide 10 Retinal Serum. Core commercial SKUs include the Wonder Releaf Centella line (serum, toner, cream, eye cream in unscented variants for sensitive skin), Mighty Bamboo Panthenol line, Oat-based calming and exfoliating products, and a growing sun care range.
The brand serves globally distributed consumer segments including sensitive-skin individuals, K-beauty enthusiasts, and Gen Z/millennial shoppers in North America, Europe, and Asia. Its go-to-market is omnichannel: direct-to-consumer via purito.com, global marketplaces (Amazon US/UK, Yesstyle, Stylevana, Jolse, iHerb), Asian retail partners (Olive Young US, Watsons Malaysia, Lazada Malaysia, Naver Store, Incheon Airport DFS), European partners (Douglas, Notino, ASOS, LookFantastic), planned US mass retail via Target, and emerging Middle East presence (Super-Pharm in Israel). Marketing combines social media (Instagram, TikTok, YouTube), experiential pop-ups (NYC West Village Oat Latte Campaign, March 2026), and a recently appointed first global brand muse (Natalia Dyer, May 2026).
Reported 2024 revenue was 33.9 billion KRW across 60+ export markets and 90+ countries, with an explicit management target of 130 billion KRW by 2026 following the 2025 Olive Young Awards Rookie recognition. The company operates with a lean team of 11-50 employees, and the brand was rebranded from Purito to Purito Seoul in March 2024 to reinforce Korean-origin positioning. No external institutional investment or funding rounds were disclosed.
Purito firmographics
Firmographics- Name
- Purito
- Legal name
- HINATURE Inc.
- Website
- https://purito.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Purito Seoul is a South Korean skincare brand (founded 2017, parent HINATURE Inc.) selling mid-range ($21-$25) Centella, Bamboo, Oat, and sun care products via DTC and omnichannel retail across 90+ countries, targeting sensitive-skin consumers and K-beauty enthusiasts globally.
- Ownership category
- akta.pro rank
Purito industry classification
Industry- Product category
- K-Beauty Skincare
- NAICS
- Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- K-Beauty/J-Beauty & Global Skincare Regimens (CRABAAAI)
Keywords
Where Purito is headquartered
LocationHeadquarters
- HQ city
- Incheon
- HQ country
- South Korea
- HQ region
- Asia
Offices1 record
Markets served
Purito business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: Sale of cosmetics and skincare products including cleansers, toners, serums, moisturizers, and sun care products through owned e-commerce and retail partners
- Wholesale/Distribution: Products sold through global retail partners including Olive Young US, Amazon, Yesstyle, Stylevana, Douglas, Target, and various regional distributors across Europe, Asia, and Middle East
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual skincare products |
| Unit Pricing | Pay-as-you-go | Product bundles/kits |
Go-to-market motion3 records
Distribution channels10 records
Marketing channels6 records
Purito product offering
Product offeringCore offering
Purito Seoul is a Korean skincare brand that formulates, manufactures, and sells a comprehensive range of cosmetic products including cleansers, toners, serums, moisturizers, and sun care items. The brand combines Korean-sourced natural ingredients (Centella Asiatica, Damyang bamboo, Gunsan oat, and deep sea water) with proprietary delivery technologies to produce low-irritation, vegan, and cruelty-free skincare primarily targeted at sensitive skin consumers and global K-beauty enthusiasts.
Product overview
Purito Seoul is a contemporary Korean skincare brand offering a comprehensive portfolio of formulated products organized by product type (Cleanser, Toner & Essence, Serum, Moisturizer, Sun Care, Makeup, Special Care), skin concern (Redness & Sensitivity, Weakened Skin Barrier, Dryness, Breakouts & Acne, Fine Lines & Wrinkles, Dullness & Uneven Tone), and key ingredient lines (Centella Asiatica, Deep Sea Water, Hydrangea, Bamboo, StarFlower, Minari, Oat). The core product lines include the Wonder Releaf Centella line (with Unscented variants for sensitive skin) for rapid 10-second soothing, the Mighty Bamboo Panthenol line for barrier repair, the Oat line for calming and moisturizing, and the Sun Care line including Daily Soft Touch Sunscreen and Wonder Releaf Centella Daily Sun Lotion. Additional products include specialized serums (TXA 6 Niacinamide 10 Retinal, Azelaic Acid 10, Retinol Retinal 2000 NAD+), cleansers, eye creams, and the bundled Best Kit. The brand emphasizes vegan-friendly, cruelty-free formulations with natural ingredients and dermatological testing.
Differentiator
Problem solved
Functional benefit
Products and services
- Wonder Releaf Centella Serum Unscented Top-selling soothing serum for sensitive skin featuring 4X Centella Asiatica complex; provides rapid 10-second soothing and skin barrier strengthening.
- Wonder Releaf Centella Toner Unscented Soothing toner with Centella Asiatica extract (6,000 ppm) for sensitive skin; delivers rapid soothing and maintains oil-water balance.
- Wonder Releaf Centella Cream Unscented Recovery cream for sensitive skin with Centella Asiatica extract and ceramide NP; provides moisture barrier strengthening and 10-second rapid soothing.
- Wonder Releaf Centella Eye Cream Unscented Eye cream for sensitive skin with peptide complex and Centella Asiatica extract (25,545 ppm); addresses puffiness, elasticity, and fine lines.
- Mighty Bamboo Panthenol Cream Moisturizer with 10% Panthenol and Damyang Bamboo extract for skin barrier strengthening, trouble recovery, and glow care.
- Daily Soft Touch Sunscreen SPF50+ PA++++ Outdoor defense sunscreen with 5-level protection (water, sweat, sand, sea water, activity resistant); contains 5 ceramides and Centella for skin barrier fortification.
- Wonder Releaf Centella Daily Sun Lotion SPF50+ PA++++ Weightless, moisturizer-like sun lotion with Korean Centella Asiatica; provides urban defense against fine dust and pollutants with custard-texture finish.
- Oat In Calming Gel Cream Balancing gel cream with 77% oat seed water from Gunsan, Korea; provides instant hydration and rapid soothing for sensitive skin.
- Oat PDRN Gentle Refining Toner Refining toner with 80% oat seed water and 99% pure oat PDRN for gentle exfoliation and deep moisturizing; addresses troubled skin.
- TXA 6 Niacinamide 10 Retinal Serum Brightening serum with Tranexamic Acid 6%, Niacinamide 10%, and Retinal (11x faster than retinol); targets dark spots and uneven skin tone.
- Azelaic Acid 10 Kojic Tea Tree Serum Acne care serum with 10% Azelaic Acid, 10% Tea Tree, and 1% Kojic Acid (20% triple active); targets blemishes and post-acne marks.
- Retinol Retinal 2000 NAD+ Serum Anti-aging serum with Retinol 1,000ppm, Retinal 1,000ppm, and NAD+ 100ppm; provides skin elasticity and texture care with triple active formula.
- Mighty Bamboo Panthenol Cleanser Low-pH cleanser with 3,000ppm Panthenol and Damyang Bamboo extract for moisture barrier protection and gentle cleansing.
- Oat Gentle Exfoliating Face Cleanser Gentle exfoliating cleanser with dual-size oat particles (21,000 ppm oat kernel powder) and 92,000 ppm oat seed water; usable as pack-to-foam mud formula.
- From Green Cleansing Oil Plant-based cleansing oil with olive, sweet almond, jojoba, grape seed, and sunflower oils; provides zero-buildup cleansing in 60 seconds.
- Mighty Bamboo Panthenol Serum Barrier repair serum with 13% Panthenol and Ectoin; targets damaged skin barrier and provides moisture retention.
- Feel Shot Exfoliating Pad Real skin-activated exfoliating pad with charcoal powder and enzymes; targets blackheads and skin texture with AHA/BHA and enzyme complex.
- Daily Soft Touch Sunscreen Stick SPF50+ PA++++ Portable sunscreen stick with 5-in-1 UV protection; water, sweat, sand, and sea water resistant with sebum control powder for shine-free finish.
- Sun Day Adventure Sunscreen SPF50 Daily use sunscreen with smoothest texture and no white cast; U.S. FDA approved, non-comedogenic formula suitable for sensitive skin.
- Purito Seoul Best Kit Curated bestseller skincare kit containing mini sizes of Mighty Bamboo Panthenol Cleanser, Wonder Releaf Centella Toner Unscented, Centella Serum Unscented, Mighty Bamboo Panthenol Cream, and Wonder Releaf Centella Daily Sun Lotion.
Quantifiable outcome
- 35% increase in skin hydration levels within 5 minutes
- +3 more outcomes
Companies that use Purito
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles1 record
Purito technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Purito partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Olive Young UScoreStrategic retail partnership for North American expansion. First physical retail presence in the US with store opening in Pasadena, California on May 29, 2026. Places products like Mighty Bamboo Panthenol Cream (winner of 2025 Olive Young Awards Rookie Category) in physical retail, allowing shoppers to test products before purchasing.
- TargetcorePlanned entry into Target, a major U.S. retail chain, to broaden accessibility through leading global distribution channels. Part of North American retail expansion strategy alongside Olive Young US and Amazon.
- Natalia DyercoreActress Natalia Dyer, known for 'Stranger Things,' appointed as first global muse/ambassador for Purito Seoul. First international muse partnership as part of strategic push to strengthen global identity. Campaign features visual content and collaborative initiatives to expand global mainstream recognition.
- AmazoncoreStrengthening position on Amazon as key online marketplace for global sales, particularly in North America. Products available on Amazon US and UK marketplaces.
- YesstyleminorAsian beauty specialty e-commerce platform serving global customers with Purito Seoul products.
- StylevanaminorKorean beauty online retailer serving European and global markets with Purito Seoul products.
- DouglasminorEuropean beauty retailer with Purito Seoul products available in Germany and other European markets.
- NotinominorEuropean e-commerce platform for beauty products carrying Purito Seoul across multiple European countries.
- Watsons MalaysiaminorRegional beauty and health retailer in Malaysia for Asian market expansion.
- Super-PharmminorIsrael-based health and beauty retailer expanding Korean skincare category with Purito Seoul products including Panthenol face cream, Centella serum, and SPF50 sunscreen.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Purito competitors and assessment
Company assessmentBroad incumbents
- CeraVe: L'Oréal-owned skincare brand focused on ceramides and barrier repair, recommended by dermatologists. Comparable to Purito Seoul in sensitive skin and barrier-strengthening positioning, but at massive scale with deep retail penetration in US drugstores including Target.
- innisfree: Established K-beauty brand from Amorepacific focused on natural ingredients from Jeju Island. Comparable to Purito Seoul in ingredient-led positioning and Korean heritage, but innisfree operates at much larger scale with broader global retail and a more diversified portfolio.
- The Ordinary: Global skincare brand under DECIEM focused on ingredient transparency and accessible pricing. Comparable to Purito Seoul in ingredient-led storytelling, sensitive skin appeal, and global DTC-plus-retail model, but at much larger scale.
- Laneige: Amorepacific-owned K-beauty skincare brand with global mass distribution. Comparable to Purito Seoul in K-beauty category leadership, hydration/moisture positioning, and North American retail expansion, but at significantly larger scale with broader product portfolio.
- La Roche-Posay: L'Oréal-owned dermatological skincare brand specializing in sensitive skin and barrier repair. Comparable to Purito Seoul in sensitive skin positioning and barrier-strengthening formulations (ceramides, panthenol), but at much larger scale with global dermatology partnerships.
Direct peers
- Dr. Jart+: Korean dermocosmetic skincare brand sold globally through Sephora and other retailers. Comparable to Purito Seoul in clinical/dermatological positioning, sensitive skin formulations, and global premium mass distribution.
- COSRX: Korean skincare brand specializing in gentle, ingredient-focused formulations for sensitive and problem-prone skin. Directly comparable to Purito Seoul in K-beauty positioning, target consumer (Gen Z/millennial), and global e-commerce distribution model.
- Beauty of Joseon: Korean skincare brand leveraging traditional Korean ingredients (rice bran, ginseng, hanbang) at accessible price points. Closely comparable to Purito in K-beauty heritage storytelling, ingredient-led product strategy, and global DTC-plus-marketplace distribution.
Emerging players
- TIRTIR: Rapidly growing Korean skincare and color cosmetics brand with strong social media presence and global e-commerce. Comparable to Purito Seoul in K-beauty positioning, Gen Z appeal, viral product-led growth, and global marketplace distribution strategy.
- Torriden: Korean skincare brand popular on TikTok with global e-commerce presence. Comparable to Purito Seoul in viral K-beauty growth, ingredient-focused product lines, and global marketplace-led distribution strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Purito social profiles
Digital presencePurito financial estimates
Financial estimateRevenue estimate
Valuation estimate
Purito leadership team
Management profileNumber of profiles
Profiles1 record
Purito funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Purito M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Purito
What does Purito do?
Purito Seoul is a Korean skincare brand that formulates, manufactures, and sells a comprehensive range of cosmetic products including cleansers, toners, serums, moisturizers, and sun care items. The brand combines Korean-sourced natural ingredients (Centella Asiatica, Damyang bamboo, Gunsan oat, and deep sea water) with proprietary delivery technologies to produce low-irritation, vegan, and cruelty-free skincare primarily targeted at sensitive skin consumers and global K-beauty enthusiasts.
Is Purito a public or private company?
Purito is a private company. It is classified as corporate owned and is currently operating.
When was Purito founded?
Purito was founded in 2017. It employs 11 to 50 people.
Where is Purito based?
Purito is headquartered in Incheon, South Korea, in the Asia region.
How does Purito make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale/Distribution.
Who are Purito's main competitors?
Broad incumbents on record are CeraVe, innisfree, The Ordinary, Laneige and La Roche-Posay. Direct peers are Dr. Jart+, COSRX and Beauty of Joseon. Emerging players are TIRTIR and Torriden.
Does Purito have an API?
No public API is recorded for Purito.
What industry is Purito in?
Purito's product category is K-Beauty Skincare. Its primary akta.pro industry code is CRABAAAI, K-Beauty/J-Beauty & Global Skincare Regimens. Its NAICS code is 4561 and its SIC code is 2844.