Abstract green bokeh background with soft light and blurred natural foliage, eco-friendly nature banner.

About Us
Soft-focus bamboo leaves with sunlight and green bokeh background, natural eco-friendly abstract nature banner.
Smiling woman in white lace blouse sitting by rocks and bamboo in a serene garden setting with natural sunlight.

The Founder

Hi, I'm Ellie, a mum to my son, Lucas.

When severe eczema affected him as a newborn, I felt helpless. Like many parents, I found myself reading labels, researching ingredients and trying to make sense of countless product claims, simply looking for products I could trust.

Ironically, it wasn't until Lucas was completely out of nappies that I finally had the headspace to revisit those questions. What I discovered was that I wasn't alone. Parents everywhere were trying to make the best choices for their children while navigating endless ingredients, claims and conflicting advice.

I wasn't looking for perfection. I simply wanted confidence in the products touching my baby's skin every day.

That journey became the beginning of Purever, built on a simple belief: when it comes to the products we use on our children every day, confidence should never be a luxury.
Family of three walking hand in hand through a sunlit park, parents and young child enjoying nature in a peaceful outdoor setting.

Our Story

Purever began at home, inspired by one little life and a growing awareness that the everyday products we use quietly shape the world our children will inherit.

What started as a personal need became a commitment to rethink the basics, designing wipes that families can trust every day.
Technician in blue cleanroom suit operating stainless steel industrial mixing tank in sterile pharmaceutical manufacturing facility.

Our Approach 

We design with intention.
Plant-based materials. Simple, gentle formulations. We focus on what matters and remove what doesn’t.

Guided by:
  • Thoughtful materials
  • Gentle by design
  • Honest communication
Improving step by step, always with family use in mind.

The Meaning Behind the Logo

The Purever logo reflects a quiet story of care and connection. The two leaves represent care in motion, one offering support, the other growing within it.

Together, they symbolise the nurturing relationship at the heart of Purever, shaped by attentiveness, responsibility, and trust in everyday moments.

The organic form reflects our focus on plant-based inputs and gentle design choices, while the simplicity of the logo serves as a reminder that meaningful care does not need to be complicated. It needs to be intentional. 

Purever logo in green script with leaf icon and trademark symbol on transparent background.

Clarity without exaggeration.
Showing what’s tested, stating what isn’t, so families never have to guess.

Ellie Loh Founder