Cruelty-free, eco-positioned K-beauty; emphasizes EWG-green ingredients
| Ingredient transparency | Could not be retrieved (no readable product feed, or requests blocked) |
| Ownership | Purito Seoul is produced by HINATURE INC., a South Korean skincare company founded in 2017. The private equity firm Corstone Asia acquired a majority stake in HINATURE INC. in December 2022 for KRW 37.3 billion, and HINATURE now sits in Corstone's portfolio. The brand is still trading: it unveiled a new slogan and ran a New York pop up as part of an Oat Latte campaign in February and March 2026. (Privately held) |
| Where made | South Korea |
| Price | Budget |
| Cruelty free | Yes |
| Vegan | Partial |
| Organic | No |
| Certifications | No cruelty free, vegan, or organic certification for Purito Seoul was found in any certifier's own register. It has no page in PETA's Beauty Without Bunnies database, it does not appear in Cruelty Free International's Approved Brands directory (all 414 current entries were checked in full), it does not appear in the Leaping Bunny (US) shopping guide, and it is absent from The Vegan Society's own trademark holder listings. The cruelty free and vegan claims on the brand's own FAQ page are self published and have no third party confirmation. |
| Packaging | Recyclable |
| EWG | Markets EWG-green-rated ingredients |
| External ratings | CFK cruelty-free |
| Lab tested | Reformulated SPF after third-party testing flagged lower SPF |
| Clinical studies | Not published |
| Caveat | Cruelty-free; note the brand had a 2021 SPF-labelling controversy (an efficacy/testing-accuracy issue, since reformulated), not an animal-testing issue |
Claims made for this brand that could not be confirmed in a certifier's own register. A brand website is a claim, not a source.
Any statement presenting Purito Seoul as PETA, Leaping Bunny, Cruelty Free International, or Vegan Society certified should be removed; only the brand's own unverified assurance exists. The claim that it does not sell in mainland China is also the brand's own unverified statement, not something confirmed by an outside source.
Ownership and Corstone Asia acquisition https://corstonecapital.com/our-portfolio/
Ownership correction naming HINATURE INC https://www.prnewswire.com/news-releases/purito-seoul-unveils-new-brand-slogan-from-soil-to-seoul-launches-oat-latte-campaign-with-major-pop-up-in-new-yorks-west-village-302696812.html
Still trading in 2026, Oat Latte campaign https://www.koreaherald.com/article/10684372
No PETA listing found for Purito https://crueltyfree.peta.org/company/purito/
Absent from Cruelty Free International's full Approved Brands register https://www.crueltyfreeinternational.org/approved-brands/
Absent from The Vegan Society's product register under P https://www.vegansociety.com/search/products/p
Brand's own self published cruelty free and vegan claim https://purito.com/help/faq/
Why there is no score: Site could not be read. No score is published. No readable product listing could be found at https://purito.com, so the catalogue could not be enumerated. A manual product by product read has not yet been completed.
Last checked 22 July 2026.
This brand's product catalogue could not be retrieved automatically: the site exposes no machine-readable product feed, or blocks automated requests. Ingredients may still be listed on individual product pages. Its formulas are not yet verified here.
We read and categorise every ingredient for brands whose full list is published as readable text. This one could not be read automatically, so its formulas are not yet verified here. A complete ingredient list published in readable text is what makes a clean claim checkable.