BEAUTY REFRAMED

Pure Theory streamlines your everyday makeup routine so you can spend time on what matters most. Made for the minimalist makeup lover, we have a back-to-basics approach to color cosmetics.

ONLY THE ESSENTIALS

Our multi-use beauty staples reduce the number of products you need in your makeup bag so you only use what you need. From soft wash lip and cheek tints to high-impact lipsticks that double as lip conditioner, we believe less is more.

MADE WITH INTEGRITY

Keeping true to our K-beauty roots, our formulas are made vegan, cruelty-free, and without harsh chemicals. Our products are made in Korea and shipped from our office in New Haven, CT.