Pretty and Pure is one of the first all natural beauty concept stores in Zürich and opened it's doors in the summer of 2015. I took the opportunity of spending the day at the store to take a closer look at their brands, their spa offer and to chat to the owners about their personal path to natural cosmetics.
The two women behind Pretty and Pure opened the store out of conviction. Sarah, a professional make up artist with over ten years experience in the field and Nadine, a beautician trained in natural cosmetics have both been on their own journey of discovery that led them to realise they no longer want to support the million dollar cosmetic industry. After educating themselves they slowly changed their cosmetic products to natural, organic and cruelty-free products and also adopted their diet to a more unprocessed, plant-based approach. Holistic wholesome living, baby.