The brand name Purito is derived from the words "purify" (safe and clean ingredients) and "to" (derived from the Chinese word "soil", which means going back to basics to repair damaged skin barriers). It is a cruelty-free brand committed to delivering premium quality skincare products that are safe and clean (to EWG green grade standards). All Purito products are free of toxic ingredients, including PEG, ethanol, parabens, mineral oil, artificial dyes, synthetic perfumes and phthalein. In addition, they are environmentally friendly due to the use of recycled packaging.