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Purity launches their purest range yet, now available in stores countrywide.


PURITY and Elizabeth Anne are brand names that are well-known in many homes across South Africa.

Some of us even grew up using the brand. Am I giving away my age here?

I’ve watched how PURITY evolved over the years introducing products suitable for the entire family, making them a longstanding and reliable brand in South Africa.


But there is just something about their newest range that has me super excited!

Introducing PURITY Toiletries range, with the trusted expertise from Elizabeth Anne’s.

Clinically tested to ensure it is mild and gentle for baby.

Free from all the nasties

The best part is the products are free from sulphates, parabens and colourants, and Consultant Dermatologist and Paediatrician approved, ensuring your little one’s skin and hair are protected and cared for throughout their journey of a lifetime.


For our Preggy Mamas

The Purity Nipple Cream and Stretch Mark Cream has proven to decrease the appearance of stretch marks within 4 weeks of use.

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The Petroleum Jelly with moisture control and Aqueous Creams range has a 48-hour moisturisation that protects the most delicate skin.

PURITY Soap Bars are free from sulphates, colourants, and with a non-allergenic fragrance that gently cleanses and moisturises little hands and bodies.

It is so good that even I used it during winter.

For Baby

With a tear-free formulation PURITY’s Shampoo and Bath range is perfect for bath-time splashes.

PURITY’s moisturizing Oil range will keep your little one’s skin smooth while PURITY’s Baby Powder range absorbs excess moisture without drying out little one’s delicate skin.

Help prevent, soothe, and protect your little one from nappy rash with PURITY’s Bum range enriched with Zinc Oxide, and with the new spray format it is easy to apply and mess-free.

For Mom and Baby

The Laundry Wash, Stain Remover, and Fabric Conditioner are tough on stains and gentle on the fabrics as its free from chlorine & colourants.

Their Disinfectant Solution is specially formulated to kill up to 99.99% of germs. It is chlorine and colourant free thus safe to use to cleanse bottles, teats, soothers, toys, surfaces, and other objects which come to contact with your baby.

Two years ‘of research went into the purest range yet

“The PURITY’s Toiletries launch is a culmination of two years’ worth of research and development. We reviewed local and international trends. We spoke to parents to get a deeper understanding of their needs and challenges when it came to the care and protection of their children’s delicate hair and skin. We were also guided by our Panel of Experts which includes a dermatologist, a paediatrician, and an allergist in developing a range of Toiletries that meet parents and their babies’ needs.” says Managing Director of Tiger Brand’s Baby Division, Mpho Toolo.

The new PURITY range, now available in retail stores, provides only the best, gentle, and effective care products by offering an enriching formula for mom, dad, and baby.


Don’t forget to download the PURITY app which offers moms and dads an experience that has been tailored to their little ones’ stage of development.

Through a partnership with Hello Doctor, the PURITY App provides parents with access to 24/7 medical support, while the journal feature of the App enables parents to capture their unique journey and, in turn, provide information and solutions to answer all of your parenting questions.

Other features include emergency contacts on dial, articles, and recommendations by medical experts, and a tracker to document every stage of your child’s development.

Want to review your favourite PURITY product on MomSays? Click here.


Written by: Shanèy Vijendranath

Shanèy Vijendranath + Follow Me

Co-Founder of MomSays| Award-winning Blogger| Forbes Africa 30 under 30 List 19| Chapter Lead So Gal Johannesburg

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