Waitrose launches Pure Hydration and Sensitive ranges


Supermarket own brand redeveloped to be up to 98% naturally derived as sales grow

Waitrose has relaunched its Pure range, now called Pure Hydration and Pure Sensitive.

The range has been reformulated to be at least 98% naturally-derived. The collection includes a hot cloth cleanser (£5), an exfoliating powder (£3), a facial oil and a clay mask.

Ingredients include cotton milk and cotton seed oil to leave the skin soft and smooth. Water lily extract is also included to soothe the skin.

The Pure Sensitive and Pure Hydration ranges also include hair care products tailored to dry or damaged hair.

The redevelopment comes after the success of Waitrose Pure, which was a huge success after its initial launch. One in every ten facial skin care products sold in Waitrose are now from the range.

Some of the products are 100% naturally-derived and all are suitable for vegans and vegetarians. Every product in the range also includes the Cruelty Free Leaping Bunny Logo and is packaged in recyclable materials.

The whole range is also free from SLS, SLES, MIT and parabens.

Sarah Minness, Beauty Buyer at Waitrose, commented on the launch: "Waitrose Pure is really popular with our customers and the new Pure Hydration range offers added benefits for more sensitive mature skin, but still at an affordable price.

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"We've worked hard to redevelop Waitrose Pure Sensitive and add in some new and exciting products, ensuring they are as natural as possible."