Purela was born out of a desire to simplify choices.

I’m Henriikka, the founder of Purela. I’m happy you found my online store. I wanted to create an online store based on my own passion – for cleaner, more considered products that fit better into everyday life.

It all began when I was expecting my first child. For the first time, I truly stopped to think about what I was putting on my skin and the kind of environment my child would grow up in. I realised that many of my favourite products contained ingredients I no longer wanted as part of my daily life.

That's where the journey began.

From beauty care, I moved on to home products, and eventually to clothing. To an entirety where every choice matters. Along the way, I understood how difficult it can be to find good alternatives. Too much information, too many choices, too little clarity.

Purela was born out of the need to make this easier.

Purela is a curated collection.

We select products that combine a clear composition, everyday functionality, and timeless aesthetics. Every product is included for a reason, not for the breadth of the selection, but for its effectiveness.

We are guided by our values:

Purity
Our selection consists of products that are natural and free from unnecessary chemicals.

Transparency
We are honest about the origin and content of our products.

Simplicity
We strip away everything unnecessary and focus on what matters.

Aesthetics
Beautiful products bring harmony to everyday life.

Well-being
For the body, home, and mind.

I believe that everyday choices matter.

At this moment, more and more people are considering their well-being and their environment. I want to offer an alternative where you can trust what you choose without constant uncertainty.

The goal is not to strive for perfection, but to take one step at a time towards better choices.

So that you can feel better.

Clarity is a luxury.

– Henriikka