About Us
Our Brand

The Meaning Behind the Purever 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. 

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.

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.

A Note from the Founder

When severe eczema affected our newborn, even wipes labelled 99% water still caused flare-ups. Later testing showed that small, well-intentioned ingredients were the trigger.

Like many parents, we just wanted something simple and safe, something we didn’t have to second-guess.

That experience shaped Purever. Today, every choice we make is guided by care, clarity, and honesty, so families can feel confident from the very first wipe.

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

Ellie Loh
Founder, Purever