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THE THRILL OF DISCOVERY.
THE CONFIDENCE OF CLEAN.

At Switch2Pure, we believe that clean beauty and skincare doesn’t need to be complicated and a natural home should be more than a good idea. We take the guesswork out of switching to safer, with subscriptions, kits and collections that put pure-yet-powerful products into your hands and home. We pore over every label, obsess over every ingredient and test every product—so you don’t have to. Then we send you tried-and-true products based on your own wants and needs, so you can discover your new toxin-free favorites—and clean up your beauty, skincare and home regimen for good.

our mission

Like exercise and mammograms, we all know that clean beauty and skincare is something we’re supposed to be doing. But those never-ending ingredients lists. The granola-crunchy products that don’t work. It’s all so much harder than it needs to be. And how can we be sure that honey-acai mask will really do what it promises?

That’s why we’re here. We’re the trusted source for pure + clean + natural + nontoxic-yet effective beauty, skincare, home and wellness solutions. No more compromises. No more scary chemicals. No more excuses. Just,

our why

ALL WE WANTED WAS PRODUCTS FREE FROM HARMFUL CHEMICALS THAT MAY BURDEN OUR IMMUNE SYSTEM AND MAKE US SICK. WAS IT TOO MUCH TO ASK?

For Switch2Pure Founder, Estela Cockrell, it was.

She found out the hard way. Faced with mysterious symptoms and diagnoses from food allergies, autoimmune disorders, and even Lyme disease, Estela took a closer look at the everyday products her family used and discovered the ugly truth: health-harming parabens, gluten and phthalates (just the tip of the toxic iceberg). So, she asked more questions and searched for safer alternatives. Instead, she found complicated labels, empty marketing promises and sneaky chemicals in the form of the catch-all named “fragrance” and products that irritated or didn’t work. Uninspired formulas were a far cry from the luxury brands she once adored. And, she was also completely disappointed by the mass-marketed, fume-laden home-cleaning products that were making her sick.

From that challenge, an epiphany: millions of people—new moms, allergy sufferers, autoimmune patients, health-conscious consumers—must be in the same label-reading rut. It could be simpler. It should be better.

Backed by a scientific team, and a small army or (slightly obsessive) label-reading experts, Estela set out to make it easier for anyone, at any age or in any condition, to find safer products that really, truly work. We’ve done the research. We’ve found the answers. We’re here to help you Switch2Pure. Safer, made simple!

our values

We believe that luxury shouldn’t come with a health-harming price.
We believe beauty and skincare can be better. It should be easy. It must be fun.
We believe you shouldn’t need a PhD to find clean products that work.
We believe in asking questions and finding answers.
We know for sure that when you feel radiant, it shows.
We believe that luxury shouldn’t come with a side of TOXINS
We live for that moment when something good for you makes you glow.
And we never, ever take our health for granted.
We believe in green juice and cardio. We also believe in cheat days.
We want to put those products into the homes and hands of everybody.
Bye, Toxins. Hello GLOW!