I have been meaning to write about a new(ish) range from Waitrose that goes by the name "Pure". It popped back into my mind because I have seen green bloggers asking for advice on whether it lives up to the name. Simple answer is NO. From where I am looking, a couple of the products (face polish & beauty balm) are free from recognisable synthetics but the rest of the range makes me cringe. Look closely and you'll find Dimethicone, Methylchloroisothiazolinone (MCI), Methylisothiazolinone (MI), Sodium Laureth Sulfate and Cocamidopropyl Betaine, to name a few. Alarm bells goes off in my head when I see MCI/MI, these are controversial ingredients which Dermatologists are linking to the rise in allergic reactions and want banned. Yes, you read that correctly and get this, Pure is marketed as "Natural care for Sensitive Skin". If only you could see my face whilst typing, it ain't smiling!
I think ingredient quality has been compromised for price (average cost £1.99/£2.99). Depending on which product you look at there is a percentage claim of naturally derived ingredients (somewhere between 90 - 100%). Ingredients like Cocamide DEA are chemically modified from nature (in this case coconut oil) so yes you can say “naturally derived” but I would not exactly call it "pure". Of course, it's not all bad, there are some familiar natural ingredients across the range (e.g. shea butter, olive oil & almond oil). I say that with gritted teeth because the rest of the ingredients are not in the least bit appealing to me. Full ingredients are available on Waitrose website for your viewing pleasure. If ingredients do not concern you then head down to your nearest store but if you have sensitive skin be selective about the products you purchase.