Purito, now trading as Purito Seoul, is a Korean skincare brand known for centella, panthenol and oat formulas for sensitive skin. As at 5 October 2026 we found it at Australian specialist K-beauty shops such as Daeskin, Nudie Glow and Boniik, but not at the major chains.
The brand says the name Purito combines "Puri", from the Korean word for purification, and "To" (土), the Chinese character for earth or soil, reflecting its focus on sourcing ingredients from regions of Korea. It now trades as Purito Seoul and lists Korean-sourced ingredients such as Gunsan oat, centella asiatica and Damyang bamboo.
In February 2026 the brand announced a new slogan, "From Soil to Seoul", and an Oat Latte campaign pop-up in New York's West Village, according to The Korea Herald. The brand says its products are built around a short list of essential ingredients for sensitive skin.
General information only, not medical advice.