Purito was founded with the desire to create a Korean brand that does not offer disposable and excessive product packaging, that product and ingredient quality is a higher priority than marketing, that products are cruelty-free, and that products do not contain harmful ingredients.

Purito decided to create skincare products that are packaged in recycled materials, focus on high quality, natural ingredients, and produce animal-free products. This is why Purito's is a "safe & honest" K-beauty brand. Purito products are free of PEG, ethanol, parabens, mineral oils, artificial colors and synthetic fragrances.

Purito is a combination of the words "purify" and "to". "Purify" means to purify the natural ingredients to create safe and clean products. "To" comes from the Chinese character for "soil," so going back to basics to strengthen and repair broken down skin barriers.