Our Story

Welcome to our all-natural world! Here at Art of Pure, we want to share with you our passion and commitment to natural beauty, which we have come to realize, is here to stay for the long haul. There has been an explosion of natural skincare brands that produce stunning products using potent plants and minerals, which we believe are the most effective and provide incredible results.

We understand that embarking on or following a natural lifestyle can be confusing, but we are here to help! We are proud to have conceptualized a store where we offer some of the purest products in the world. We invest hours of research into the ingredients and manufacturing processes of every product we carry, and test performance and potency of those products. Be assured, you can shop in our store confidently, knowing that we sell only the best natural products that nourish your body, mind and well-being and elevate your luminosity inside and out.

We believe in sustainability. We believe natural is the best way and in most cases, the only way. It is good for you, me and the environment. Join us on our journey to further this movement!





Growing up in Mumbai, India and New York City, I was certainly no stranger to a lightning-speed lifestyle, sleep deprivation and pollution! But add 13 years on Wall Street and my brain was fried, my body was fatigued and my skin…  let’s just say it was just as stressed and irritated as I was. 

On top of that, my skin was highly sensitive and prone to blemishes. I frequently got rosacea, adding ruddiness and heat to my already fragile skin. Plus—like mother like daughter—my little one also suffered from sensitive skin, which would sting and flare up upon contact with products. 

In 2015 my family and I moved to Chicago. I arrived with one fiery promise to myself: to heal inside and out. I owed it my family. I owed it to myself.

Determined to resurrect myself, I harnessed all the energy I’d previously given to work and used it to research everything and anything that came in contact with my body and skin. I examined labels and investigated skincare ingredients like my life depended on it (and in a way, it did).

I was shocked and disappointed… not only by the 1,328 chemicals banned for use in cosmetics by the European Union (a mere 11 are banned in the U.S. for posing a threat to human health)*, but also by the fact that my skin had been suffering for so long—very, very unnecessarily.

You see, safe and natural beauty products that effect visible change are plentiful, but only if you look in the right places. I didn’t use clean beauty products for as long as I did because truly natural lines weren’t even offered in the health food stores I frequented. And sometimes, when you do find something that claims purity, it really isn’t.

Once I discovered natural—and high performing—beauty brands, I made the switch instantly. Within days of using products without harmful chemicals, my skin calmed down. Days after, my blemishes began to disappear by the droves. And after a couple of weeks, my skin was clear, uplifted and radiated with a youthful vitality.

My skin looked beautiful for the first time in my life. My skin was alive again.

I believe everyone else should experience this transformation. So now, I’m on a mission to unearth the absolute finest beauty and wellness products so that you and I, and our families, can have the crème de la crème of beauty all in one place: Art of Pure.

May you live your most luminous life!


* Campaign for Safe Cosmetics



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