Clean Beauty


What is Clean Beauty?

Clean Beauty has gained prominence in the last few years as consumers gain awareness of the many toxic ingredients the cosmetic industry.

Approximately 14,000 out of more than 80,000 ingredients used in personal care products are well known to be in industrial chemicals such as carcinogens, hormone disrupters, and pesticides.

These are all toxic to the human body but are being used in personal care products, even skincare that you put on your face on a daily affair.

In the absence of any regulatory clarity for Clean Beauty, the average consumer may be a little overwhelmed, not knowing what criteria(s) to focus on.

Let us share the 5 Clean Beauty characteristics which all aspurely products strictly adhere to so you can enjoy products with a peace of mind,

  1. Silicone-Free
  2. Alcohol-Free
  3. Paraben-free
  4. No Synthetic Fragrances, Colors, Dyes
  5. Pregnancy-safe

Be good to your skin. You’ll wear it every day for the rest of your life.

With love,


Coreenna Ong

Coreenna Ong

Co-founder and Head of Research

Ms Ong has more than 25 years of extensive experiences in research and development, conceptualization, formulation, and production process development. She is currently the Head of Research and Development at aspurely skincare.

She has authored 2 best-selling Beauty and Wellness books with Marshall Cavendish, Nature’s Spa: DIY Beauty Treatments and Nature’s Treats: Recipes for Wellness, which are currently available in the Singapore National Library collection.

Ms Ong was also a Beauty columnist for Lianhe Zaobao, Singapore's largest Chinese-language newspaper publication, with huge regional presence. As its weekly expert contributor, she shared the latest research and technologies from the Beauty industry, and addressed many readers’ skincare issues and concerns, offered beauty tips, quick fixes and insider knowledge.


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