Super-Pharm continues to expand the Korean skincare category and is adding the beauty brand Purito Seoul – A dermo-cosmetic brand based on a Korean skincare philosophy of balance, simplicity and effectiveness.
The new line focuses on targeted formulas suitable for all skin types, with an emphasis on relatively short ingredient lists and without artificial colors or fragrances. Among the standout ingredients: Centella asiatica for soothing, hyaluronic acid for hydration, and niacinamide for an even tone and appearance of the skin.
The brand name itself reflects the worldview: PURI – From the word Purification (purity), referring to the use of clean, high-quality ingredients carefully selected, and TO – From the Chinese word for earth (土), as a symbol of connection to nature and the environment.
The products already available on the shelf: Panthenol face cream, fragrance-free Centella asiatica serum, fragrance-free Centella asiatica cream, soothing oat gel-cream, daily water-resistant SPF50 sunscreen, Centella asiatica SPF50 sunscreen.
• How much: NIS 69.90-79.90
• Where: In Super-Pharm branches and on the website
