Pure Living
Pure Living is a privately held US DTC eCommerce company curating and selling vetted non-toxic products — air purifiers, organic baby care, feminine hygiene, organic mattresses, and chemical-free home goods — to health-conscious families and parents through its PureLiving.com storefront.
- Company typePrivate
- Founded2013
- HeadquartersCorvallis, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Pure Living does
Pure Living LLC is a privately held, bootstrapped direct-to-consumer eCommerce company headquartered in Corvallis, Oregon, founded as a corporate entity in 2013 by individuals who began working with eco-friendly and non-toxic products in 1983. The company operates the PureLiving.com storefront to sell curated, vetted non-toxic products to health-conscious families — primarily parents of infants and young children, women seeking pregnancy and feminine care, and households focused on reducing toxic exposures. The platform carries a multi-category catalog spanning air quality (Austin Air purifiers and HEPA vacuums), baby care (Bambo Nature diapers, Organyc wipes), feminine hygiene (Organ(y)c and Maxim Hygiene), organic mattresses and bedding (Naturepedic), EMF-free dental products (Kyoui), and chemical-free home cleaning (E-Cloth).
Underlying the catalog is a manual three-criteria vetting methodology applied to ~700+ evaluated firms: (1) quality — valid chemistry and verifiable claims, (2) functionality — products must actually work, and (3) social good — manufacturers must demonstrate genuine social responsibility. The company explicitly rejects greenwashing and requires documentation from vendors. Distribution is exclusively through the proprietary website, with a US-only disclosed operating geography; there is no third-party marketplace, retail, or wholesale presence.
The business model combines one-time eCommerce sales (most SKUs), a freemium Pure Parent membership that drives community engagement and conversion, and a limited set of subscription SKUs (notably Bambo Nature diapers). Pricing spans $3 (entry-level personal care) to $1,369 (premium vacuum cleaners and air purifiers). Revenue streams include product sales and ancillary services such as Indoor Air Quality home survey testing ($155–$574.99) and shipping protection. Marketing is content-led via owned blog, email newsletter, organic social, and community; there is no disclosed paid acquisition, no app, and no AI-driven personalization layer. The company is founder-owned with no disclosed institutional capital, board composition, or leadership team details, and operates with a small staff (11–50 employees) described as physicians, homemakers, and scientists who are themselves parents.
Pure Living firmographics
Firmographics- Name
- Pure Living
- Legal name
- Pure Living LLC
- Website
- https://Pureliving.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pure Living is a privately held US DTC eCommerce company curating and selling vetted non-toxic products — air purifiers, organic baby care, feminine hygiene, organic mattresses, and chemical-free home goods — to health-conscious families and parents through its PureLiving.com storefront.
- Ownership category
- akta.pro rank
Pure Living industry classification
Industry- Product category
- Non-toxic & eco-friendly consumer goods
- NAICS
- Furniture and Home Furnishings Retailers (4491), All Other Home Furnishings Retailers (449129), Health and Personal Care Retailers (4561)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- All-Purpose Eco Cleaners (CRAJAOAA)
- akta.pro secondary industries
- Eco-Friendly Air Care & Odor Control (CRAJAOAI), Eco-Friendly Hard Surface & Floor Cleaners (CRAJAOAD), Fabric Refreshers & Deodorizers (Odor Eliminators, Sprays) (CRADAKAD), Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)
Keywords
Where Pure Living is headquartered
LocationHeadquarters
- HQ city
- Corvallis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Pure Living business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Product Sales: Pure Living generates revenue through direct eCommerce sales of curated non-toxic products including air purifiers, baby care items, personal care products, bedding, and home products. Revenue is one-time purchase based with various price points ranging from $3 to $1369.
- Subscription Products: Products offered on subscription basis, such as Bambo Nature diapers in various sizes delivered regularly to customers.
- Free Membership Program: Pure Parent free membership offering community access, networking, product samples, and updates. While the basic membership is free, this drives conversion to paid product purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Air Quality Products - Indoor Air Quality (IAQ) Home Survey Predict |
| Unit Pricing | Pay-as-you-go | Austin Air Healthmate Machines |
| Unit Pricing | Pay-as-you-go | Miele Vacuum Cleaners |
| Unit Pricing | Pay-as-you-go | Personal Care Products |
| Unit Pricing | Pay-as-you-go | Baby Diapers |
| Unit Pricing | Pay-as-you-go | Naturepedic Organic Crib Mattresses |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Pure Living product offering
Product offeringCore offering
Pure Living is a direct-to-consumer eCommerce platform that curates and sells vetted non-toxic, eco-friendly products across categories including air quality (air purifiers, IAQ home surveys), baby care (diapers, organic wipes), personal care (organic feminine hygiene), bedding and mattresses, and home cleaning. The company evaluates approximately 700+ manufacturers against three criteria — quality/chemistry, functionality, and social responsibility — and rejects products with unsubstantiated or greenwashed claims.
Product overview
Pure Living operates as an e-commerce platform offering a curated selection of non-toxic, safe products for families with a focus on reducing toxic exposures. The product portfolio centers on air quality solutions (Austin Air purifiers, HEPA vacuums, air testing services), baby care (Bambo and Little Toes diapers, Organyc baby wipes), feminine care (Organ(y)c and Maxim organic cotton products), organic bedding and mattresses (Naturepedic brand), dental products (Kyoui EMF-free toothbrushes), and home cleaning (E-Cloth products). The company applies rigorous evaluation criteria—quality/chemistry validation, functionality, and social responsibility—to approximately 700+ firms to curate products free from greenwashing. The core value proposition is providing honest answers and practical solutions to help families avoid toxic and unsafe materials.
Differentiator
Problem solved
Functional benefit
Products and services
- Indoor Air Quality (IAQ) Home Survey Predict
Quantifiable outcome
- Evaluated ~700+ firms to identify truly safe products
- +1 more outcomes
Companies that use Pure Living
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles2 records
Pure Living technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Pure Living partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Eco-friendly product manufacturers (700+ firms evaluated)corePure Living evaluates and curates products from approximately 700+ manufacturers in the eco-friendly and non-toxic space. Partners include Austin Air, Miele, Naturepedic, Bambo, Organ(y)c, Maxim Hygiene, Kyoui, and E-Cloth. Products are vetted for quality, functionality, and social responsibility.
Scale indicators4 records
Recent moves6 records
Expansion highlights3 records
Pure Living competitors and assessment
Company assessmentDirect peers
- Grove Collaborative: Online DTC retailer specializing in eco-friendly household cleaning, personal care, and wellness essentials. Closely comparable curation-and-mission model to Pure Living, with a stronger subscription backbone and B Corp positioning.
- Thrive Market: Membership-based online retailer of curated natural, organic, and non-toxic groceries, household, and personal care products. Direct comparable to Pure Living in curation-driven, values-led e-commerce model, though Thrive Market serves a broader grocery-led catalog.
- The Eco Market: Curated online marketplace of vetted eco-friendly and non-toxic products across home, beauty, baby, and wellness categories. Direct comparable curation-of-mission-aligned-brands model.
- MightyNest: Online subscription retailer of eco-friendly and non-toxic household essentials curated for healthier living. Directly comparable curated DTC model focused on reducing toxic exposures in the home.
- Package Free Shop: Online zero-waste retailer curating sustainable and non-toxic everyday products across home and personal care. Comparable niche curator serving mission-driven consumers with multi-brand assortment.
- EarthHero: Certified B Corp online marketplace curating sustainable and non-toxic home, personal care, and lifestyle products across hundreds of vetted brands. Highly comparable curation-and-vetting model targeting the same health-conscious consumer.
- Public Goods: Members-only online retailer offering curated sustainable household and personal care essentials at accessible price points. Comparable DTC curation model targeting design- and values-conscious households.
Broad incumbents
- Seventh Generation (Unilever): Established eco-focused household and personal care brand owned by Unilever, widely distributed through mass and natural retail channels. Comparable category footprint but incumbent-scale manufacturer rather than curated retailer.
- Mrs. Meyer's Clean Day (SC Johnson): Established eco-positioned household cleaning brand sold across mass retail. Overlaps on the eco-friendly cleaning category but competes as a manufacturer inside large-format retail rather than as a curated e-commerce destination.
Emerging players
- The Honest Company: DTC brand offering clean, non-toxic baby, personal care, and household products. Overlaps with Pure Living on the clean-baby/parenting niche but owns its own branded SKUs rather than curating third parties.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Pure Living social profiles
Digital presencePure Living financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure Living leadership team
Management profileNumber of profiles
Pure Living funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure Living 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 Pure Living
What does Pure Living do?
Pure Living is a direct-to-consumer eCommerce platform that curates and sells vetted non-toxic, eco-friendly products across categories including air quality (air purifiers, IAQ home surveys), baby care (diapers, organic wipes), personal care (organic feminine hygiene), bedding and mattresses, and home cleaning. The company evaluates approximately 700+ manufacturers against three criteria — quality/chemistry, functionality, and social responsibility — and rejects products with unsubstantiated or greenwashed claims.
Is Pure Living a public or private company?
Pure Living is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pure Living founded?
Pure Living was founded in 2013. It employs 11 to 50 people.
Where is Pure Living based?
Pure Living is headquartered in Corvallis, United States, in the North America region.
How does Pure Living make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are subscription Products and free Membership Program.
Who are Pure Living's main competitors?
Direct peers on record are Grove Collaborative, Thrive Market, The Eco Market, MightyNest, Package Free Shop, EarthHero and Public Goods. Broad incumbents are Seventh Generation (Unilever) and Mrs. Meyer's Clean Day (SC Johnson). The Honest Company is listed as an emerging player.
Does Pure Living have an API?
No public API is recorded for Pure Living.
What industry is Pure Living in?
Pure Living's product category is Non-toxic & eco-friendly consumer goods. Its primary akta.pro industry code is CRAJAOAA, All-Purpose Eco Cleaners, with a secondary code of CRAJAOAI, Eco-Friendly Air Care & Odor Control. Its NAICS code is 4491 and its SIC code is 5700.