Pür Minerals rebrands as Pür Cosmetics


US colour cosmetics brand has undergone a packaging and branding transformation

US colour cosmetics brand Pür Minerals has undergone a packaging and branding makeover.

The brand, which operates as a subsidiary of Astral Brands, hopes the new name and look will better convey its ethos of "providing smart, intuitive products that provide immediate solutions with lasting results".

Robert Cohen, CEO of Pür Cosmetics, said: “The new look of Pür is both sleek and chic, evoking the forward-looking mindset that has always defined the brand. The polished presentation and packaging conveys our dedication to exceptional ingredients, innovative products and flawless results.”

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The rebrand will see Pür’s social media pages and websites updated, and a new handle used: @purcosmetics. A new logo will also be adopted across branded channels and packaging.