What is it? Thoughtfully formulated mineral make-up with proven anti-ageing benefits.
What’s the USP? More than just minerals: the products not only perform well and are kind to skin, but nourish and condition it, too.
Hero product? The 4-in-1 Pressed Mineral Make-up SPF15. Like all the other Pür products, this contains an anti-ageing complex called Ceretin, which has retinol and ceramides encapsulated in the mix, so it’s moisturising, rather than drying. Bizarre but true. Also, the company has clinical studies to show that using the products for four weeks will have a noticeable anti-ageing effect on wrinkles and skin brightness, which is something I haven't seen before from a this type of product.
Why the name? To emphasise the purity of its ingredients.
How new is it? The brand has been going from strength to strength in America over the past decade, and has now popped up over here in Marks & Spencer’s Your Beauty sections.
I’d try... That hero pressed powder (£24), though I’m also loving their lip gloss sticks, particularly the unobtrusively nudey-pink one called Beach Bum (£16).