Just Pure

Name

Just Pure

Legal name

Just Pure Natural Products

Website

https://justpure.co.za

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Natural Skincare and Body Care Products

NAICS

Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Natural & Clean Fragrance (CRABADAG)

akta.pro secondary industry

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)

Keywords

• Natural skincare products
• Plant-based body care
• Essential oil cosmetics
• Hospitality amenities supply
• Organic beauty products

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Just Pure sells directly to consumers through their Shopify-powered online store at justpure.co.za. Customers browse product collections, add items to cart, and purchase with various payment methods including Visa, Mastercard, and Instant EFT. This is the primary revenue stream.
2. B2B Hospitality Amenities: Just Pure supplies bespoke bathroom amenities to hotels, guesthouses, and hospitality establishments. Products include shampoo, conditioner, body wash, hand wash, body lotion, soap bars, reed diffusers, candles, room mists, pillow sprays, insect repellent, and sunscreen. The company creates custom blends for hospitality clients and has achieved considerable monthly cost savings for clients due to concentrated formulas.
3. Retail/Wholesale: Just Pure is available at select retailers, indicating a wholesale distribution model where products are sold to third-party retailers who then sell to end consumers.
4. Showroom Sales: Customers can visit the Just Pure showroom in Hermanus to view and purchase products directly.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Just Pure formulates, manufactures, and sells 100% natural, preservative-free skin, body, fragrance, and wellness products using high-grade plant oils and pure essential oils. The company operates a Shopify e-commerce store and physical Hermanus showroom for direct-to-consumer sales, and a separate business-to-business division that supplies bespoke bathroom amenities and signature scent ranges to hotels, guesthouses, lodges, and vineyards across South Africa and internationally.

Product overview

Just Pure is a South African natural skincare and body care company offering a comprehensive portfolio of 100% natural, preservative-free products. The core offering spans four main collections: Natural Skin Care (Face) featuring cleansers, toners, serums, moisturizers, masks, and treatments; Body Care with washes, lotions, and soaps; Fragrances (Ambience) including room mists, diffusers, and essential oils; and Natural Wellbeing products for oral care and protection. The company also maintains seasonal sub-brands including Frankincense Myrrh, Geranium, Botanica, Fynbos, and Lavender Citrus collections, each featuring unique essential oil blends. Additionally, Just Pure offers a dedicated Hospitality Amenities line for hotels featuring standard and luxury bathroom amenities in multiple essential oil blends. All products are formulated with high-grade natural and organic plant oils combined with pure essential oils, containing no harmful synthetic ingredients or preservatives.

Differentiator

Problem solved

Functional benefit

Products and services

• Natural Skin Care (Face Collection) Comprehensive face care line including cleansers, toners, serums, moisturizers, masks, and treatments for all skin types. Features 100% natural plant oils and essential oils formulated for anti-aging, sensitive skin, blemish-prone skin, and dehydrated skin, for men, women, children, and babies.
• Body Care Collection Body wash, hand wash, hand & body lotion, and soap bars formulated with natural plant oils and pure essential oils for nourishing and rejuvenating the body.
• Fragrances (Ambience Collection) Natural fragrance alternatives including room mists, reed diffusers, and essential oils in various blends such as Signature, Fynbos, Geranium, and Lavender Citrus, providing environmentally friendly alternatives to synthetic fragrances and paraffin candles.
• Natural Wellbeing Collection Wellness-focused products including natural toothpaste, mouthwash, sunscreen SPF 20, colloidal silver cream, and insect repellent, positioned as toxin-free hygiene and self-care products.
• Rejuvenating Face Cream & Exfoliating Face Polisher Infused with Geranium (Launch Set) Launch special set combining the Rejuvenating Face Cream and Exfoliating Face Polisher, both infused with Geranium essential oil, released in 2024.
• Frankincense Myrrh Collection Product line featuring frankincense and myrrh essential oils, including soap, room mist, hand & body wash, essential oil, and hand & body lotion in various sizes.
• Geranium Collection October collection featuring balancing geranium essential oil products including hand & body wash, soap, room mist, and hand & body lotion, designed to bring emotional harmony and ease anxiety.
• Botanica Collection October collection featuring essential oil blend of Neroli, Rosemary, Lavender, and Rose Geranium. Includes hair & body wash, room mist, hand & body lotion, shampoo, conditioning shampoo, and conditioner.
• Fynbos Collection October collection featuring products infused with South African fynbos botanical ingredients, reflecting the local environment and conservation ethic.
• Lavender Citrus Collection October collection featuring blend of lavender, lemongrass and lime essential oils. Includes hand & body wash, soap, candle, hand & body lotion, and room mist.
• Hospitality Amenities (Bespoke B2B) Bespoke bathroom amenities for hotels and hospitality establishments, including standard amenities (shampoo, conditioner, body wash, hand & body lotion, soap bars) and luxury amenities (reed diffusers, candles, room mist, pillow spray, insect repellent, sunscreen). Features four pure essential oil blends: Signature, Lavender Citrus, Fynbos, and Geranium, with custom formulations for individual hospitality clients.

Quantifiable outcome

• Concentrated formulas provide considerable monthly cost savings for hospitality clients after initial setup costs
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationShopify provides the e-commerce platform powering Just Pure's online store at justpure.co.za. The platform handles product listings, shopping cart functionality, payment processing, and order management. Just Pure's store is hosted on Shopify's infrastructure.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• L'Occitane: French natural beauty brand with strong plant-based heritage (shea butter, lavender, immortelle) and global retail presence. Comparable to Just Pure in natural ingredients philosophy and essential oil usage but operates at much larger international scale with broader product portfolio.
• Aesop: Australian luxury natural skincare brand now owned by L'Oréal, offering premium plant-based formulations with sophisticated retail experience. Comparable to Just Pure in positioning philosophy (natural, plant-based, premium) but operates at much larger scale with global retail footprint.
• The Body Shop: Global natural beauty retailer owned by Natura, offering plant-based and ethically-sourced products at accessible price points. Comparable to Just Pure in natural/ethical positioning but operates at massive retail scale with thousands of stores globally.
• Burt's Bees: American natural beauty brand owned by Clorox, offering natural personal care products with emphasis on beeswax and plant ingredients. Comparable to Just Pure in natural/clean positioning philosophy but at much larger mass-market scale.
• Weleda: Swiss natural body care and skincare brand using biodynamic and organic plant ingredients with NATRUE certification. Comparable to Just Pure in category (natural skincare/body care) and ingredient philosophy (essential oils, plant oils) but at significantly larger scale with global distribution.

Direct peers

• Esse Skincare: South African probiotic skincare brand focused on microbiome science and natural formulations. Comparable to Just Pure in geography (South Africa), category (natural skincare), and target customer (premium-conscious consumers seeking functional natural products).
• Jurlique: Australian premium natural skincare brand using biodynamic plant ingredients grown on its own farm, with strong sustainability positioning. Comparable to Just Pure in category (premium natural skincare), formulation philosophy (plant-based, farm-to-bottle), and ethical positioning.
• African Botanics: South African luxury natural skincare brand using indigenous botanical ingredients including marula and rooibos. Directly comparable to Just Pure in category (premium natural skincare), regional provenance (South Africa), and positioning (plant-based, high-end).
• Dr. Hauschka: German natural skincare brand using plant-based formulations, essential oils, and biodynamic ingredients with a similar philosophy to Just Pure. Directly comparable in category (premium natural skincare), formulation approach (plant oils + essential oils), and ethical positioning (natural, sustainable).

Regional players

• Sorbet: South African beauty salon and retail chain offering skincare, body care, and beauty services with their own product line. Comparable to Just Pure in South African market presence and natural beauty positioning, primarily serving the domestic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/JustPureSA
• LinkedInlinkedin.com/company/just-pure

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Just Pure