Pura aims to create safe fragrances by adhering to high ingredient standards and intentionally excluding a range of chemicals often associated with health concerns. The company states that its fragrances are formulated to be safe and enhance your living environment.
Pura emphasizes its commitment to safety and quality in its fragrance products. The company states that its fragrances are formulated with high standards for ingredients, resulting in products designed to be safe and enhance your living environment.
To achieve this, Pura explicitly avoids several substances commonly found in fragrance and consumer products that have raised concerns among consumers and health advocates. These include:
- Acetaldehyde
- Diclorobenzene
- Ethylhexanol
- Formaldehyde
- Methyl pyrrolidone
- Parabens
- Phthalates
- Propylene glycol
- Styrene
Beyond specific chemical exclusions, Pura also commits to not engaging in animal testing for its fragrances.
Understanding Ingredient Standards in Fragrance
The term "non-toxic" can be broad, but in the context of personal care and home fragrance, it generally refers to products free from ingredients widely recognized as potentially harmful, irritating, or environmentally impactful. By avoiding the aforementioned chemicals, Pura aligns with consumer preferences for products perceived as cleaner and safer. These avoided ingredients are often scrutinized for potential impacts on respiratory health, endocrine disruption, or allergic reactions.
For example, Formaldehyde is a well-known chemical that can cause irritation and is a recognized carcinogen, so its exclusion is a significant step towards a product considered safer for indoor use. Phthalates, sometimes used as solvents or to help fragrances last longer, have been linked to endocrine disruption, making their absence desirable for many consumers seeking to reduce exposure to such compounds.
Pura's approach highlights a proactive stance on ingredient selection, aiming to provide fragrances that meet modern safety expectations and consumer demand for transparency regarding chemical composition.
Key Ingredients Pura Avoids
Below is a breakdown of some of the specific ingredients and practices Pura states it avoids in its fragrance production:
| Category | Specific Ingredients/Practices Avoided | Why These Are Often Avoided |
|---|---|---|
| Volatile Organic Compounds | Acetaldehyde, Diclorobenzene, Ethylhexanol, Formaldehyde, Styrene | These chemicals can contribute to indoor air pollution and are sometimes associated with respiratory irritation, allergic reactions, or long-term health concerns. Formaldehyde is a known carcinogen. |
| Solvents & Carriers | Methyl pyrrolidone, Propylene glycol | While often used as carriers or solvents, some consumers prefer to avoid these due to potential for skin irritation or other sensitivities. |
| Preservatives | Parabens | Parabens are a class of preservatives that have been widely scrutinized due to concerns about their potential to mimic estrogen in the body. |
| Plasticizers | Phthalates | Phthalates are often used to make plastics more flexible but can also be found in fragrances to help them last longer. They are linked to endocrine disruption. |
| Testing Practices | Animal Testing | Many consumers prefer brands that do not test their products on animals, aligning with ethical concerns about animal welfare. |
By focusing on high ingredient standards and actively excluding these compounds, Pura aims to assure users that its fragrances are formulated with safety in mind.
