Prim & Pure was founded with a simple mission: to provide safe, toxin-free makeup for kids that supports creative play and developing imaginations—without compromising on safety or fun.

The brand was born from a desire to reduce chemical exposure in the home, especially for children. After facing personal health challenges and becoming a parent, the founder began to take a closer look at the ingredients in everyday products. It quickly became clear that many items marketed to children were filled with questionable chemicals and lacked the vibrant, playful design that speaks to young, curious minds.

Prim & Pure fills that gap by offering clean, colorful, and safe makeup made specifically for kids—free from harmful toxins, yet full of joy and imagination. Each product is thoughtfully crafted to inspire creativity while giving parents peace of mind.

Because childhood should be fun, fearless, and toxin-free.