Who We Are

We’re Pure Theory, a color cosmetics brand created in Korea and brought to the U.S. with a mission to bring clean, high-impact color cosmetics to the people. Our goal is to bring out your individual beauty.

What We Offer

Pure Theory is cruelty free, vegan, and non-toxic. Best known for our high impact lip products in Korea, we also offer staple beauty products to build out your every day beauty routine.

Where We’re Based

We ship all of our products directly from our office in New Haven, CT. Our cosmetics are manufactured in Korea.