Natural Eyeshadow Base

We are committed to offering products free from harmful chemicals, including GMOs, sulfates (SLS), parabens, propylene glycol, petrochemicals, nitrosamines, ethoxylates, phthalates, DEA, TEA, MEA, artificial colors, and fragrances. While we avoid most animal ingredients and all animal testing, a minority of our brands do use beeswax and milk-based ingredients in their products. If you want to avoid these, look for the vegan label on our product pages.

We ensure that none of our products are tested on animals. Proudly, 99% of our products are vegan. Less than 1% contain beeswax, honey, or probiotic yogurt powder. You can easily identify vegan options by looking out for the VEGAN label on our product pages

We define "chemical-free" as products made from naturally occurring ingredients like plant extracts and oils, avoiding any chemicals with dubious safety records. All our products undergo a rigorous vetting process, known as the mypure purity promise, ensuring they are free from harmful ingredients that can cause skin irritation or allergies.

We think it’s wise to steer clear of beauty products with phthalates. These chemicals help control texture and fragrance but can mess with your hormones. Long-term use might cause health issues, including problems with reproduction and development. By choosing phthalate-free products, you’re opting for a safer, more natural beauty routine. Protect your health and go for products that care about your well-being.

We avoid sulfates like sodium lauryl sulfate and sodium laureth sulfate. These ingredients, commonly found in shampoos and cleansers, can strip natural oils from your skin and hair, leading to dryness, irritation, and potential allergic reactions. They may also weaken hair follicles and disrupt the skin's natural barrier, making it more susceptible to environmental toxins. By choosing sulfate-free products, you can maintain healthier skin and hair, reduce irritation, and ensure a gentler, more natural cleansing experience.

We think it’s smart to skip beauty products with parabens. These chemicals are preservatives but can mimic estrogen, messing with your hormones. Over time, they might lead to health issues like reproductive problems and higher cancer risks. By choosing paraben-free products, you’re making a safer, more natural choice for your beauty routine. Look after your health with products that care about you.

At mypure.co.uk, sustainability is at our core. We use carbon-neutral servers to minimise environmental impact and upcycle boxes whenever possible to reduce waste. Our orders are packed with plastic-free foam nuts made from corn starch, which dissolve immediately in water, making them an eco-friendly choice. Our parcels are delivered by Royal Mail, which has the lowest carbon footprint of any UK parcel delivery company.