Brand Breakdown
Is Primally Pure a Clean Beauty Brand?
Walk into almost any holistic skincare conversation and one brand seems to appear again and again: Primally Pure.
Loved for its minimal ingredient lists, earthy aesthetic and commitment to non-toxic formulations, the brand has become a favorite among wellness-focused consumers.
But beautiful packaging and clean marketing are not enough for us. At OhDaisey, we looked more closely at the ingredients, transparency and practices behind the brand.
The Primally Pure Brand Story
Founded by Bethany McDaniel after struggling with hormonal acne and sensitivity to conventional skincare, Primally Pure began in a farmhouse kitchen with a single natural deodorant. Nearly a decade later, the company has grown into one of the most recognizable names in the clean beauty movement, while remaining committed to ingredient transparency and small-batch manufacturing.
What Primally Pure Claims About their Ingredients
Primally Pure claims to use only clean, non-toxic, and effective ingredients that are naturally derived and ethically sourced. The brand prioritizes simple formulations, transparency, and the use of sustainable and organic ingredients wherever possible. Their goal is to create skincare products that are not only safe and gentle but also nourishing and high-performing. By focusing on holistic wellness, they combine natural botanicals with modern skincare science to create products that support healthy skin without the use of harmful chemicals or additives.
Inside the Formula
Primally Pure prides itself on using only high-quality, non-toxic ingredients. A quick look at their ingredient list shows an emphasis on natural oils, butters, and botanical extracts—things like coconut oil, jojoba oil, and lavender.
Additionally, Primally Pure avoids the common synthetic ingredients that many clean beauty advocates wish to avoid, such as parabens, sulfates, and artificial fragrances.
Their ingredient list is spectacular!
Anything We'd Change?
No brand is perfect.
We’d love to see clearer third-party certifications around organic sourcing, and we’d welcome additional information regarding supply chain transparency for certain ingredients.
That said, these are relatively minor considerations compared to the overall quality of the formulations.
Our Verdict
After reviewing the ingredients, company philosophy, manufacturing practices, and environmental commitments, Primally Pure comfortably earns our approval.
The brand demonstrates what clean beauty should look like: thoughtful formulations, ingredient transparency, and products that prioritize skin health over marketing trends.
If you’re beginning your clean beauty journey—or simply looking for a brand that aligns with higher ingredient standards—Primally Pure is one we’d confidently recommend.
At a Glance
Founded: 2015
Cruelty Free/ Vegan: Not considered cruelty free or vegan.
Certified Organic: While not certified organic, many of its products contain organic ingredients
Sustainability: Uses glass and recyclable materials for their products. They also partner with PACT to help return and recyle any empty bottles.
Parent Company: Not owned by a parent company
Manufactured: in Southern California
Giving Back: Primally Pure has been involved in charitable giving, particularly in ways that align with their brand values of holistic wellness, sustainability, and community support.
Oh Daisey Rating
We would recommend Primally Pure
Where to Start
Curious where to begin? These are the products that stood out based on ingredient quality, formulation and overall usability.
Stay up to date with ingredient spotlights, clean beauty guides, and expert tips to help you make informed choices.
Paste an ingredient list and get your personalized Ingredient Intelligence Report.
Browse products that align with OhDaisey’s clean beauty standards and discover new favorites with confidence.
Some product links may be affiliate links, which means OhDaisey may earn a commission at no additional cost to you. Product inclusion is based on our standards and is not guaranteed by compensation.