‘Pur cosmetics’: A look at the latest makeup trends
“Pur cosmetics” has become an increasingly popular trend among celebrities and has been used to describe a variety of products that are marketed as containing “pur” or “purified” ingredients.
“They have a pur tinge, but they’re also marketed as ‘natural’ and ‘clean’ and all the things that people want in their makeup, even if they’re not supposed to use those ingredients,” says Dr. Katherine C. Williams, a dermatologist and assistant professor at the Johns Hopkins School of Medicine.
“It’s a lot of marketing.
It’s a way of marketing that I think is really harmful to the people who are using it.”
A new study published in the American Journal of Cosmetic Science suggests that some brands are selling “pure” and “purifying” makeup without any of the ingredients listed on the label.
Williams says that many people don’t know that “pure cosmetic” is not a brand name.
“People are confused about what they’re getting when they buy ‘pure cosmetic’ cosmetics,” she says.
“The fact is that they’re actually not cosmetics at all.
They’re actually very often ingredients that are added to makeup products.”
Pure cosmetic brands often claim that the products they’re selling have “pure,” “pure essential oils,” “natural” ingredients, and that “they are safe for sensitive skin.”
Many companies have marketed products that include “pure organic essential oils” and claim that they can “remove imperfections, seal pores, soften wrinkles, improve the look of skin and even help improve the appearance of dark circles, wrinkles and scars.”
But the study authors found that some of these claims are not true, and there was little or no scientific evidence to back them up.
“We have to make the distinction between ‘pure’ and pure essential oils because these are products that contain ingredients that we do not know how to use,” says Williams.
“So there’s a lack of scientific evidence about their safety and efficacy.”
Many of these brands are marketed to children and teens who might be using products without a prescription.
“This is a way for them to make money,” Williams says.
When she is in the office, Williams sees many parents and children in the makeup aisle, with no idea what is in their product.
“Parents can’t really understand what they are buying.
They just look at this product and think, ‘Oh, I guess it’s really, really good, but I don’t understand how to properly use it,'” Williams says, noting that many parents are also confused about the ingredients on the product.
One parent in particular, who requested that her name not be used, says that she does not know what is really in her daughter’s makeup and that she believes the brand has a “negative reputation.”
“It seems to me that the company is trying to say, ‘You don’t need to know anything about makeup,'” she says, adding that she was “distraught” to see the “dirty” ingredients on her daughters products.
“I am extremely upset and disgusted to be able to see that this product is being marketed to kids and families who are not even supposed to be using cosmetics,” says the mother.
“There is a very strong sense that this is going on.”
A few brands have tried to address concerns about “pure beauty” by offering “natural skin” products.
But the majority of brands still sell products that do not contain “natural essential oils.”
“We do know that there are chemicals in cosmetics that can be harmful,” says Melissa DeFoe, director of the dermatology program at the University of California, San Francisco.
“And these chemicals can also be present in products that have not been tested.”
For example, there are certain types of organic ingredients in products like lip balms, but these ingredients can be found in many cosmetics, including “natural essences.”
“Many people are looking for something that is ‘pure,’ ‘natural,’ and ‘organic,’ and many people are very concerned about the use of ingredients that may contain those ingredients or not,” says DeFuee.
“These ingredients can actually cause damage to your skin.”
So, the question is, how can you tell if you’re getting products that don’t contain ingredients from a reputable source?
“I’ve had customers tell me, ‘I don’t want to buy from them because they don’t tell me if they have the ingredients that they say they do,'” says Williams, who adds that “a lot of people are actually surprised that they get products that aren’t actually ‘pure.'”
In addition to using “natural essentials,” consumers also may want to look for products that use ingredients that have been tested.
“Many times, you’re going to see these companies saying, ‘We’re testing the ingredients, so you can use those,'” Williams explains.
“But it doesn’t necessarily mean they have tested them.”
It’s important to keep in mind that “natural essence” products are not necessarily “pure.”
“I’m not a scientist, so