Pure Fiji
Pure Fiji is a Fijian, family-owned manufacturer of plant-based body care and skincare built on cold-pressed virgin coconut oil and a five-oil botanical blend, selling through DTC e-commerce, premium global spa partners, and retail distribution.
- Company typePrivate
- Founded1999
- HeadquartersSuva, Fiji
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pure Fiji does
Pure Fiji is a Fijian, family-owned manufacturer and brand of plant-based body care and skincare, founded in 1999 by Gaëtane Austin and her daughter Andrée Austin in Suva, Fiji. The company produces cold-pressed virgin coconut oil using a proprietary Direct Micro Expulsion (DME) method pioneered in 1997 and combines it with a signature botanical blend of five cold-pressed seed oils — Coconut, Dilo, Sikeci, Macadamia, and Moringa — across product lines including bodycare (lotions, oils, scrubs, mists, milk baths), skincare (cleansers, creams, masques, toning mists), and sub-brands such as Vitamin C, Dilo Restorative, MAN, Reniu, and the premium-tier Black Pearl & Sea Grapes collection. Manufacturing is consolidated at a factory in Fiji employing 200+ staff (80% women, all heads of department women), with waterless formulations and small-batch hands-on processes supporting a sustainability and fair-trade narrative.
The business operates a multi-channel go-to-market model: direct-to-consumer e-commerce across five regional storefronts (Australia, New Zealand, USA, Fiji, Czech Republic), a B2B professional channel serving 50+ premium spa partners globally (including Ritz-Carlton, Bellagio, InterContinental, Sofitel, Eau Palm Beach, Gaylord, and Seminole Hard Rock), retail distribution in multiple countries, and a company-owned flagship Pure Fiji Spa in Suva. Pricing is unit-based across travel, standard, and premium tiers with no subscription disclosed, and revenue is generated through one-time retail/wholesale transactions rather than recurring contracts. The company is privately held with no external funding, no disclosed subsidiaries, and no M&A history; ownership and executive leadership remain concentrated with the Austin family.
Pure Fiji firmographics
Firmographics- Name
- Pure Fiji
- Legal name
- Pure Fiji
- Website
- https://purefiji.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Pure Fiji is a Fijian, family-owned manufacturer of plant-based body care and skincare built on cold-pressed virgin coconut oil and a five-oil botanical blend, selling through DTC e-commerce, premium global spa partners, and retail distribution.
- Ownership category
- akta.pro rank
Pure Fiji industry classification
Industry- Product category
- Natural Skincare and Body Care
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Fats and Oils Refining and Blending (311225), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Fats & Oils (2070)
- akta.pro primary industry
- Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)
- akta.pro secondary industries
- Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Men’s Facial Skincare (Cleansers, Moisturizers, Anti-aging) (CRABAGAD), Virgin & Cold-Pressed Culinary Oils (AFAJALAB)
Keywords
Where Pure Fiji is headquartered
LocationHeadquarters
- HQ city
- Suva
- HQ country
- Fiji
- HQ region
- Oceania
Offices2 records
Markets served
Pure Fiji business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Online sales through regional e-commerce platforms (Australia, New Zealand, USA, Fiji, Czech Republic) targeting individual consumers. Products include bodycare, skincare, haircare, and gifts.
- Spa/Professional Channel: B2B sales to luxury resort spas, day spas, and hotel spas globally. Products are used for treatments and sold at retail within spa facilities. Featured partners include Ritz-Carlton, InterContinental, Bellagio, and over 50 premium spa locations worldwide.
- Retail Distribution: Products distributed through retail partners in multiple countries including department stores, specialty beauty retailers, and pharmacy chains.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Travel/Sample Size Products (3oz/90ml) |
| Unit Pricing | Pay-as-you-go | Standard Size Products (9-10oz/250-300ml) |
| Unit Pricing | Pay-as-you-go | Premium Collections (Black Pearl & Sea Grapes) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Pure Fiji product offering
Product offeringCore offering
Pure Fiji manufactures and sells plant-based body care and skincare products built around cold-pressed virgin coconut oil and a proprietary blend of five South Pacific seed oils (Coconut, Dilo, Sikeci, Macadamia, Moringa). The portfolio covers body lotions, body oils, sugar scrubs, facial skincare, men's grooming, aromatherapy candles, and gift sets, distributed through regional e-commerce sites, premium global spa partners, and retail distributors. The company also operates the Pure Fiji Spa day spa in Suva, Fiji.
Product overview
Pure Fiji is a plant-based skincare and body care brand offering a comprehensive portfolio of products organized into categories and sub-brands. The core offering includes Bodycare (body lotions, oils, scrubs, milk baths, mists) and Skincare (cleansers, creams, masques). Key sub-brands include Vitamin C (brightening serums and toning mists), Dilo Restorative (healing Dilo oil products), MAN (men's grooming line), Reniu (papaya-based skincare), Black Pearl & Sea Grapes (luxury oceanic collection), Aroma & Candles, and Gifts. All products feature the company's signature botanical blend of cold-pressed nut oils (Coconut, Dilo, Macadamia, Sikeci, Moringa) sourced from Fiji. The company also operates the Pure Fiji Spa as a day spa service in Suva, Fiji.
Differentiator
Problem solved
Functional benefit
Brands
- Black Pearl & Sea Grapes: A luxury product line featuring black pearl and sea grapes extracts in body lotions, sugar scrubs, body oils, body butter, milk bath soak, and hydrating body mist.
- Pure Fiji Spa
- Pure Fiji Day Spa
- MAN
- Reniu
- Dilo Restorative
- Vitamin C
Products and services
- Bodycare line
Quantifiable outcome
- 99% waste reduction achieved at Pure Fiji Spa operations
- +2 more outcomes
Companies that use Pure Fiji
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Pure Fiji technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Pure Fiji partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- The Ritz-Carlton (multiple properties)corePure Fiji products are used for spa treatments at Ritz-Carlton properties worldwide including Orlando Grande Lakes, Amelia Island, and other locations. The Ritz-Carlton Orlando Grande Lakes was named #1 USA Best Hotel Spa 2023.
- InterContinental Fiji Golf Resort & SpacoreSpa InterContinental offers Pure Fiji treatments combining Asian, Eastern and Western methods for balance of mind, body and soul. Full menu of spa experiences using Pure Fiji products.
- Bellagio Las VegascoreForbes Four-Star spa offering Pure Fiji treatments inspired by the Bellagio's own Conservatory with seasonal rituals and treatments.
- Sofitel Fiji Resort and SpacoreNine private bures or bungalows surrounding a tranquil garden offer Pure Fiji treatments including Fiji's indigenous Bobo Massage.
- Eau Palm Beach Resort and SpacoreForbes Five-Star spa featuring 42,000 square feet of playful relaxation offering Pure Fiji treatments in an adult's playground setting.
- Sunstone Spa - Agua Caliente CasinocoreMulti-award winning spa rated #1 in California, #10 in USA, and #12 in North America by Top 100 Spas of 2022. Grounding chairs, far infrared treatment tables, and tranquil environment.
- Likuliku Lagoon ResortcoreExclusive to Pure Fiji - Tatadra Spa offers Fijian-style massage and natural beauty treatments. Pure Fiji amenities provided in all rooms.
- Jean-Michel Cousteau ResortminorResort uses Nui Health Fiji pure virgin coconut oil harvested by people of Wailevu Village for spa treatments.
- Gaylord Hotels (multiple properties)coreRelâche Spa at Gaylord Opryland, Gaylord Palms, and Gaylord Texan resorts offer Pure Fiji treatments in award-winning spa facilities.
- Seminole Hard Rock Hotel & Casino (Tampa & Hollywood)coreRock Spa & Salon at both Tampa and Hollywood locations offer Pure Fiji treatments. Hollywood property features 42,000 square foot spa oasis with luxury treatment rooms.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Pure Fiji competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key highlights6 records
Customer concentration
Pure Fiji social profiles
Digital presencePure Fiji financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure Fiji leadership team
Management profileNumber of profiles
Profiles2 records
Pure Fiji funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure Fiji 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 Fiji
What does Pure Fiji do?
Pure Fiji manufactures and sells plant-based body care and skincare products built around cold-pressed virgin coconut oil and a proprietary blend of five South Pacific seed oils (Coconut, Dilo, Sikeci, Macadamia, Moringa). The portfolio covers body lotions, body oils, sugar scrubs, facial skincare, men's grooming, aromatherapy candles, and gift sets, distributed through regional e-commerce sites, premium global spa partners, and retail distributors. The company also operates the Pure Fiji Spa day spa in Suva, Fiji.
Is Pure Fiji a public or private company?
Pure Fiji is a private company. It is classified as family owned and is currently operating.
When was Pure Fiji founded?
Pure Fiji was founded in 1999. It employs 5,001 to 10,000 people.
Where is Pure Fiji based?
Pure Fiji is headquartered in Suva, Fiji, in the Oceania region.
How does Pure Fiji make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are spa/Professional Channel and retail Distribution.
Does Pure Fiji have an API?
No public API is recorded for Pure Fiji.
What industry is Pure Fiji in?
Pure Fiji's product category is Natural Skincare and Body Care. Its primary akta.pro industry code is CRABAAAD, Body Skincare (Lotions, Creams, Body Oils), with a secondary code of CRABALAG, Spa Body Treatments & Massage (Oils, Scrubs, Wraps). Its NAICS code is 32561 and its SIC code is 2844.