Monday, 11 July 2011

John Lewis announces new arrival - “Pure Beginnings” skin care for babies and children

Britain’s top department store, John Lewis, has announced a new addition to its baby care range with the launch of one of South Africa’s most trusted organic personal care brands, Pure Beginnings.

This eco and vegan friendly skincare range comprises five pH-balanced products made to organic standards without using of petrochemicals, parabens, synthetic fragrances, colourants and sulphated surfactants so that they are good for children's sensitive skin.

Endorsed by Beauty Without Cruelty South Africa, "Pure Beginnings Baby and Children’s products combine certified organic and native fair trade African ingredients" that have been ethically sourced from Fair Trade Initiatives in Sub-Saharan Africa, with traditional herb botanicals.

The products are also accredited by Phytotrade Africa, a non-profit trade association whose purpose is to alleviate poverty and protect biodiversity in the region by developing an industry that isn't just economically successful but also ethical and sustainable.

The Pure Beginnings product range comprises:

Baby Bum Cream with Baobab – £10.15/125ml – an effective daily barrier cream with natural anti-fungal, anti-bacterial and anti-viral properties. Made with baobab fruit extract and tea tree leaf oil, it can be used to treat nappy rash, relieve sores, stings and bites, and is also ideal for anyone suffering from eczema or sensitive skin conditions.

Baby Wash & Shampoo with Baobab - £8.15/200ml – a rosemary and geranium scented all-in-one baby wash and shampoo with baobab fruit extract, that is effective on cradle cap.

Baby Body Lotion with Baobab - £10.15/200ml – mildly scented with rosemary and lavender, and featuring anti-oxidant rich baobab fruit extract as well as skin-nourishing shea butter, this lotion will hydrate baby’s skin leaving it feeling silky smooth.

Bubble Bath – £7.50/250ml – created for children of all ages, this SLS-free citrus and ylang ylang scented bubble bath will help make children’s bath-time fun rather than a chore.

Berry Toothpaste – £3.60/75ml – designed for children of all ages and suitable for teething babies, this safe-to-swallow toothpaste is free from SLS and fluoride, and has a fantastic natural raspberry flavour to help encourage kids to brush their teeth regularly. It contains xylitol, which has been endorsed by dental associations worldwide for its ability to inhibit the growth of bacteria that cause tooth decay.

Pure Beginnings can be found in most John Lewis department stores and online at For details on this range you can visit or call 020 7602 2249.

FACTFILE: Founded by husband and wife team Bruce and Kate Moore-Gordon, Pure Beginnings (Pty) Ltd was established in 2007 and is headquartered in Durban, South Africa. The company is committed to Fair Trade practices, ethical sourcing and protecting diversity. The UK is its first export market.

The range should be available at: Bluewater, Brent Cross – London, Cribbs Causeway – Bristol, Cambridge, Cheadle, Edinburgh, Glasgow, Kingston, Liverpool, Milton Keynes, Newcastle, Nottingham, Oxford Street – London, Peter Jones – Sloane Sq, Reading, Solihull, Southampton, Trafford – Manchester, Watford, Welwyn.

No comments:

Post a Comment