What happens to your skin when you sit in a bath tub for a long period of time? It starts to wrinkle, right? We do not include water in any of our formulas -- because it not only dilutes the active ingredients, but it also defeats the purpose of your anti-wrinkle regimen.


Moisture is the key to maintaining smooth, healthy and radiant skin. While drinking water helps our cells stay hydrated from within, when applied to the skin externally, water doesn’t have the same hydrating effect.

When water is used in skincare products, it only dilutes other key ingredients and fails to add any nourishment to the skin.

With PUR attitude, we've completely removed water from all of our products and replaced it with something more hydrating: our Hyaluronix™ technology.


The basis of our Hyaluronix™ technology is hyaluronic acid, a carbohydrate found in virtually every cell in our body, which has the ability to draw up to 1000 times its weight in moisture from the air. Because of its biocompatibility and humectant properties, hyaluronic acid is a much more effective moisturizer for the skin.

High levels of hyaluronic acid nourish the body's collagen, the protein responsible for skin's strength, elasticity and firmness. The overall result: moisturized, resilient and smoother skin.


On their own, hyaluronic acid molecules are too big to pass through the outer layer of the skin. That's why we've created our patented Hyaluronix™, which mimics the skin's structure by combining ingredients naturally found in the body. Three different molecular weights of hyaluronic acid are combined with glucosamine and ceramides to work all the way down to the deepest layer of the skin revealing a youthful glow unlike any other skin care products. All PUR attitude products are made up of Hyaluronix™.


An increase in skin radiance. An increase in skin hydration. A reduction in the size of pores. And most importantly, less wrinkles!