The Story Behind PureO
Every successful company begins with a purpose, and PureO was founded with one simple mission: to create products that truly improve the health of hair and skin.
From Founder
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OUR STORY
Nicole’s journey into product development began much closer to home with her own children. Her children suffered from ongoing skin conditions that were treated with prescription creams. While the medications temporarily suppressed their symptoms, they also caused unwanted side effects, including dry, patchy skin, loss of hair and areas of hypopigmentation. Dissatisfied with treatments that only addressed the symptoms rather than supporting healthy skin, Nicole decided to find another solution.
Through extensive research, experimentation, and determination, she began formulating her own soaps and moisturizing products. After numerous trials, she successfully developed a soap that gently cleansed the skin while restoring moisture, supporting the skin barrier, and maintaining the skin’s natural integrity without leaving the patchiness or discoloration associated with previous treatments.
That first success became the foundation of what would eventually become the PureO brand.
Nicole decided to put her skin care line to the side for the moment while she introduced, launched and expanded beyond skincare into professional hair care. She developed products that addressed the needs of textured and natural hair professionals, including the now well-known Argan Oil Shampoo, Argan Oil Conditioner, Neatbraid Conditioning Gel, and Loc N Twist Gel, and later diving into more product and tool development.
Building the company was not easy.
Without a large marketing budget or national distribution, Nicole personally introduced her products one salon at a time. She traveled from salon to salon and marketed at trade shows with a small team, educating stylists, performing demonstrations, providing samples, and earning the trust of beauty professionals through persistence, consistency, and product performance
Many professionals were initially hesitant to try a new, independent brand. Rather than allowing rejection to discourage her, Nicole used every conversation as an opportunity to educate and build relationships. Over time, the quality of the products spoke for themselves.
Today, PureO has grown from a small family-inspired solution into a nationally recognized professional beauty brand trusted by licensed cosmetologists, barbers, estheticians, educators, schools, salons, and distributors. What began as a mother’s desire to help her children has evolved into a professional product line dedicated to healthy hair, healthy skin, education, and business growth.
Although the company has grown tremendously, its mission remains unchanged: to develop high quality professional products, educate beauty professionals, and empower them to build successful careers while helping clients achieve healthier hair and skin.
1200+
Loyal Customers
4.9
Average Rating
20+
Countries Glowing
90%
Repeat Buyers
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