Pure Beginnings
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Organic Personal Care Products for the whole family
20/08/2026
A mosquito bite isn't actually the bite; it's your child's skin reacting to mosquito saliva. And kids react more strongly to it than adults do.
That's why the ingredients matter more, not less.
Ours is DEET-free, powered by Lippia Javanica, one of Africa's most effective natural repellents.
17/08/2026
Our approach is simple: work with your body, not against it.
Conventional deodorants block sweat glands with aluminium. We use pH-balanced, plant-based ingredients like rose geranium, mint, aloe, and probiotics to target odour at the source, naturally.
Four formulations. Zero aluminium, parabens, or phthalates. Just as effective, without the shortcuts.
17/08/2026
Harper Lily Baby with the nappy bag goals. ✨
20 years ago, Pure Beginnings started with a gap nobody else was filling: organic, chemical-free skincare for South African babies.
It wasn't an easy start, but the founders kept going anyway. Today, that belief is still the vision: high-quality, safe and effective organic skincare that lets skin thrive, from your baby's first bath to every stage after.
20 years of keeping skin pure. Here's to the next 20 🌿
09/08/2026
Every choice she makes for her baby starts long before the label, the ingredients she checks, the brands she trusts, the routines she builds with care.
This Women's Month, we're thinking of every mama doing exactly that: choosing thoughtfully, loving fiercely, and showing up for her family every single day. Thank you mom ✨
07/08/2026
Socked up! Thanks for the love KIKI de Witt
06/08/2026
You'll use more wipes than almost anything else in the nursery, which is exactly why it's worth getting right.
Ours are 100% biodegradable, infused with organic aloe, tea tree and lavender, and gentle enough for daily use from day one. It's no surprise they've become our most popular product.
If someone asked you what's actually worth buying for a newborn, could you name five things?
We can. Swipe through.
Save this for your baby shower, or if you're shopping for a mama-to-be
What's actually in your kid's toothpaste?
Ours has xylitol to fight decay naturally, spearmint for a fresh clean feeling, and mild abrasives for gentle polishing.
No fluoride. No artificial sweeteners. No synthetic flavours.
Because their first toothpaste habit should be a good one.🦷✨
Most chest rubs on the shelf weren't actually made for babies.
Menthol is one of those ingredients that sounds familiar and safe, but raises questions when it comes to babies. Yet it's still one of the most common ingredients in products marketed for little ones.
It's worth knowing what you're reaching for at 3am.
Swipe to see what's in ours and why every ingredient was chosen with intention. 🌿
Pure Beginnings Baby & Kids Natural Chest Rub. Menthol-free. Petroleum-free. 100% natural origin. Safe from 3 months.
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Address
Durban
Opening Hours
| Monday | 08:00 - 05:00 |
| Tuesday | 08:00 - 05:00 |
| Wednesday | 08:00 - 05:00 |
| Thursday | 08:00 - 05:00 |
| Friday | 08:00 - 05:00 |