Guided by its brand slogan, "From Soil to Seoul," Purito Seoul emphasizes transforming naturally sourced ingredients into advanced skincare solutions through thoughtful innovation and modern formulation technology. Rather than following fast-changing beauty trends, the brand prioritizes skin balance and long-term skin health — an approach that aligns closely with the growing minimalist skincare movement.

Natalia Dyer, recently introduced as Purito Seoul's first global muse, has attracted significant attention from international audiences due to her naturally elegant image and authentic personality, qualities that closely reflect the brand's clean and honest identity. Purito Seoul plans to continue expanding its campaign with additional visual content and collaborative initiatives featuring Dyer.

The brand's hero products — including Oat in Calming Gel Cream, Mighty Bamboo Panthenol Cream, and Centella Unscented Serum — continue generating strong engagement across social platforms and online communities. Growing consumer interest in skin barrier care and gentle skincare solutions has also contributed to increasing demand among North American audiences.

Purito Seoul has recently expanded accessibility through Olive Young US and broader global retail partnerships, bridging its online consumer community with offline retail experiences and further strengthening its global market presence.

A Purito Seoul representative stated, "Consumers worldwide are becoming increasingly interested not only in K-beauty ingredients but also in the skincare philosophies and routines behind them. We will continue connecting with global consumers through authentic experiences and innovative products."

Meanwhile, Purito Seoul has recorded nearly tenfold growth over the past four years and continues demonstrating stable momentum in global markets. Through ingredient transparency, strong product performance, and consumer-driven word-of-mouth growth, the brand has built meaningful trust among customers worldwide. Following recognition through the 2025 Olive Young Awards Rookie Category, the company plans to further accelerate brand development with a target of KRW 130 billion in revenue by 2026.

The campaign also introduced several of Purito Seoul's newest launches, including the Retinol Retinal 2000 NAD+ Serum and the Multi PDRN Collagen Real Glow Mask. Designed as a high-performance night time treatment, the Retinol Retinal 2000 NAD+ Serum focuses on improving skin texture while supporting lifting and firming. Meanwhile, the Multi PDRN Collagen Real Glow Mask contains 99% pure PDRN and collagen ingredients formulated to deliver hydration while promoting an immediate radiant glow.

As the "Glass Skin" trend continues gaining popularity globally, consumer interest in glow-focused skincare products has also grown significantly.

The products are available through Amazon and various global retail channels, making them easily accessible to international consumers. Demand for Korean skincare continues to expand in North America, particularly among consumers seeking ingredient-conscious and skin barrier-focused products.

A representative from Purito Seoul stated, "Natalia Dyer strongly connected with K-beauty's philosophy of focusing on healthy skin fundamentals and has shown genuine interest in Purito Seoul products. The brand's gentle and skin-first approach naturally suits her sensitive skin needs."

Through this campaign, Purito Seoul aims to communicate both its product innovation and brand philosophy while further strengthening its presence within the North American market.

The company has recently experienced rapid growth across North American and European markets while actively engaging global Gen Z and millennial audiences through digital communities and social platforms. User-generated reviews and authentic product experiences shared across TikTok and Instagram have helped increase both consumer awareness and trust in the brand.

Beyond product sales, Purito Seoul remains focused on delivering its core brand philosophy, "From Soil to Seoul," through immersive consumer experiences. Earlier this year, the brand successfully hosted a major pop-up campaign in New York, attracting strong attention from global consumers and further reinforcing its international presence.

Purito Seoul is also accelerating expansion across global retail channels. Following its entry into Olive Young US, the brand is preparing for further expansion into major North American retail destinations, including Target, allowing consumers more opportunities to discover and experience products in key commercial locations.

A representative from Purito Seoul commented, "Today's consumers are increasingly interested not only in ingredients and product performance, but also in the stories and values behind brands. We will continue introducing meaningful experiences and trusted products that can build long-term relationships with consumers worldwide."

As demand for K-beauty continues to rise rapidly in the United States, OLIVE YOUNG US is expected to become one of the leading retail platforms introducing curated Korean beauty brands to global consumers. Through this partnership, Purito Seoul plans to strengthen its offline presence in North America while providing consumers with more opportunities to directly experience its products in person.

Recently, Purito Seoul has been rapidly increasing its visibility across North America and Europe following the appointment of actress Natalia Dyer as its first global muse.

Moving beyond the conventional concept of "clean beauty," Purito Seoul has gained positive recognition among global consumers through its refined ingredient philosophy and scientifically designed skincare solutions focused on low-irritation formulas. As skincare trends such as "Skin Barrier" care and minimalist skincare continue gaining momentum worldwide, consumer interest in brands prioritizing long-term skin health and gentle formulations has also grown significantly.

Purito Seoul's hero products—including the Oat-in Calming Gel Cream, Mighty Bamboo Panthenol Cream, and Centella Unscented Serum—have attracted strong attention across TikTok and social media platforms through organic reviews and consumer-driven recommendation content shared globally.

In addition, the Mighty Bamboo Panthenol Cream was recognized in the Rookie Category within the Global Trend Division at the 2025 Olive Young Awards, which are selected based on Olive Young's annual customer purchasing data. The award further demonstrated the brand's growing popularity among consumers across North America and Europe. Global consumers have responded positively to the products' balance of affordability, skin-soothing benefits, hydration-focused performance, and overall user experience.

Building on strong word-of-mouth growth, Purito Seoul also successfully hosted a large-scale pop-up event in New York earlier this March—widely considered one of the key global hubs for K-beauty expansion—drawing significant attention from international consumers.

A representative from Purito Seoul commented, "We are increasingly seeing strong enthusiasm and affection for K-beauty and Korean skincare brands within the U.S. market. We are excited that more local consumers will now have the opportunity to directly experience Purito Seoul's product quality and brand philosophy through OLIVE YOUNG US offline stores."

The representative added, "We will continue introducing trusted products and differentiated brand experiences that can build lasting connections with global consumers."

Purito Seoul has recently gained increasing recognition among U.S. consumers amid rapidly growing skincare trends such as "Skin Barrier" care and "Longevity Beauty." Hero products including the Oat in Calming Gel Cream, Mighty Bamboo Panthenol Cream, and Centella Unscented Serum have attracted significant attention through organic reviews and social media content shared across platforms such as TikTok and Instagram. The brand's low-irritation formulas and ingredient-focused skincare philosophy have particularly resonated with consumers seeking effective solutions for sensitive skin.

Purito Seoul is currently strengthening its position on global e-commerce platform Amazon while preparing for expansion into major U.S. retail channels, including Target. In addition, the brand plans to broaden its offline presence through Olive Young US stores, further improving accessibility for global consumers through both online and physical retail experiences.

The appointment of Natalia Dyer is viewed as a strategic initiative extending beyond a conventional brand campaign. Through digital content and community-driven communication, Purito Seoul aims to strengthen its connection with younger global audiences while continuously enhancing overall brand experiences.

A Purito Seoul representative commented, "We are seeing rapidly increasing interest in K-beauty and Korean skincare across North America. Through expanded retail channels and brand initiatives, we hope more consumers will have the opportunity to experience both our product quality and our skincare philosophy."

The brand explained that Natalia Dyer's natural and authentic image closely aligns with the skincare philosophy pursued by Purito Seoul.

As global interest in Korean skincare continues to rise, attention has increasingly turned to both Dyer's personal skincare routine and Purito Seoul's low-irritation, high-performance products. The brand's emphasis on minimizing skin stress while focusing on essential care is seen as resonating with her lifestyle, creating a natural sense of alignment.

Purito Seoul has grown organically across markets, without being confined to one, earning recognition for its product efficacy through genuine consumer reviews from global audiences. Key products such as the Centella Serum Unscented, Bamboo Panthenol Cream, and Oat in Calming Gel Cream have driven the brand's growth. More recently, the launch of the Retinol Retinal 2000 NAD+ Serum reflects the brand's continued focus on efficacy-driven formulations.

Building on this brand muse appointment, Purito Seoul plans to increase its global awareness while accelerating revenue growth through its distribution network spanning more than 90 countries.

A company representative stated, "Purito Seoul is a brand that looks beyond passing trends to focus on fundamentals. Through ongoing branding campaigns, we aim to consistently communicate our message and achieve sustainable growth. As a leading K-beauty brand, we will continue to share the positive image of 'Seoul' with global audiences through our products."

The brand selected Natalia Dyer as its inaugural global face, recognizing her for the natural elegance, thoughtful presence, and quiet sophistication that have made her widely admired by audiences around the world. Through this partnership, the brand aims to further amplify its philosophy of authentic, effective skincare on a global scale.

Purito Seoul's growth has been driven by strong consumer trust. Moving away from traditional advertising-led strategies, the brand has focused on organic awareness built through social media and community reviews. By prioritizing authentic communication and recognizing the growing influence of user experience in purchasing decisions, the company has strengthened its brand equity globally.

In particular, what the brand describes as "genuine reviews"—rooted in ingredient transparency and product efficacy—have served as a key driver of growth. As consumers increasingly prioritize ingredient integrity and real-world results, Purito Seoul has positioned itself in line with this shift, expanding its influence across international markets.

Over the past four years, Purito Seoul has recorded approximately tenfold growth, maintaining steady momentum globally. Its low-irritation formulas, developed using Korean-sourced ingredients and designed for a wide range of skin types, have helped build trust among both domestic and international consumers. The brand's growth and product quality were further recognized with a win in the "2025 Olive Young Awards – Rising Category."

Building on rapid growth across key overseas markets, the company has introduced its global ambassador alongside a campaign rollout to further strengthen the brand's global presence and identity. Through its slogan, "From Soil to Seoul," Purito Seoul communicates a brand philosophy that transforms naturally derived ingredients into refined skincare solutions through advanced technology.

Even amid fast-evolving global skincare trends, Purito Seoul remains focused on fundamentals, aiming to strengthen product competitiveness while continuing revenue growth through expansion into new international markets.

Meanwhile, the brand is set to enter Target, a major U.S. retail chain, as part of its strategy to broaden accessibility through leading global distribution channels and further enhance its competitiveness as a K-beauty brand.

Amid rising international interest in Korean skincare, both Dyer's beauty routine and Purito Seoul's product philosophy are drawing increased attention. The brand's emphasis on minimizing skin stress while prioritizing essential care aligns closely with her lifestyle, creating a natural synergy.

Purito Seoul has consistently positioned itself as a brand that prioritizes fundamentals, even within the fast-evolving K-beauty landscape. It focuses on naturally derived ingredients, developed into scientifically designed skincare solutions. Dyer, who favors a minimal and natural beauty approach, shares this philosophy of maintaining the skin's intrinsic health—leading to the collaboration.

"K-beauty has been such a big thing. I've been so curious about it. Right before this came through, I discovered Purito Seoul" Dyer said. "The purito products, they make such beautiful formulations, and I'm someone who has really sensitive skin, and everything I've used has just really worked so well." She added.

The campaign also introduces products that reflect her preference for natural, healthy-looking skin. Dyer shared her experience using Purito Seoul's oat-based soothing line for sensitive skin, along with functional anti-aging serums, including the Retinol Retinal 2000 NAD+ Serum, noting visible improvements in her skin.

A representative from Purito Seoul stated, "As global interest in K-beauty continues to grow, the brand is also receiving sustained support from consumers worldwide. We will continue to expand our brand value by delivering products and content that meet these expectations."

In the newly unveiled campaign visuals, Purito Seoul highlights Natalia Dyer's distinctive natural beauty and understated elegance. With a globally admired presence, she has earned widespread recognition for her refined, authentic, and effortlessly captivating image. The brand shared that her graceful sensibility and genuine warmth closely reflect Purito Seoul's core values, making her an inspiring and fitting choice as its global muse.

The company plans to expand the campaign through a phased rollout of interview content and visual editorials. With Dyer, Purito Seoul aims to further solidify its brand identity across global markets.

A representative from Purito Seoul stated, "Amid rapid growth in key overseas markets, we selected our global ambassador to further strengthen the brand's global presence and identity. This appointment marks a significant turning point in our journey toward becoming a global brand." The representative added, "We will continue to drive sustainable growth based on our product competitiveness and brand philosophy."

Purito Seoul has consistently upheld a philosophy centered on fundamentals, even within the fast-evolving K-beauty landscape. The brand focuses on naturally derived ingredients, developed into scientifically formulated skincare solutions. Moving beyond the concept of clean beauty, it aims to establish itself as a trusted global skincare brand through a refined ingredient philosophy and advanced technology.

Over the past four years, Purito Seoul has achieved approximately tenfold growth, maintaining steady momentum in global markets. The brand has built strong consumer trust through ingredient transparency, proven product performance, and word-of-mouth driven by real user experiences. Its growth and product excellence were further recognized with the "2025 Olive Young Awards – Rookie Category." Building on this momentum, the company aims to accelerate brand growth with a target of KRW 130 billion in revenue by 2026.

"This appointment serves as a starting point for elevating our brand philosophy and advancing toward global brand status," the representative said. "We will continue to reinforce our philosophy and expertise more clearly across international markets."

• 'From Soil to Seoul' — Progressive Skincare Rooted in Essence

CEO Inje Cho of Purito Seoul stated that the newly introduced slogan, 'From Soil to Seoul' encapsulates the brand's philosophy.

'Soil' represents the origin of ingredients—the earth and the purity of nature—while 'Seoul' symbolizes the modern refinement and sophisticated sensibility that complete the formulation process.

Amid ever-changing beauty trends, the brand emphasizes a rigorous philosophy of selecting only what is essential. By transforming naturally derived ingredients into advanced skincare solutions, Purito Seoul aims to highlight its expertise as a progressive skincare brand. Moving beyond the concept of 'clean beauty,' the company seeks to establish itself globally through refined ingredient philosophy and scientific formulation, delivering trusted skincare solutions to consumers worldwide.

•  The 'Oat Latte Campaign' Begins in New York

CMO Wooseob Oh of Purito Seoul announced that the 'Oat Latte Campaign' will serve as the brand's first global campaign under the new slogan.

Inspired by oats, the campaign visualizes the same sensibility embodied in the brand's bestselling Oat in Calming Gel Cream through the familiar and comforting object of an "oat latte." Just as an oat latte conveys softness and warmth, the product gently absorbs into the skin without irritation, delivering soothing comfort to everyday life.

Through this approach, Purito Seoul positions the oat latte not merely as a concept, but as a symbolic medium representing the sensory experience the product delivers to the skin—clearly and intuitively communicating the brand message.

The campaign will officially begin with a pop-up event on March 3 in New York, a global hub of trends and culture and a key gateway for the global expansion of K-beauty. Designed as more than a simple product showcase, the pop-up will offer an immersive, multi-sensory experience of the brand's philosophy.

Purito Seoul stated, "Through this pop-up, we aim to symbolically declare our renewed brand vision and expand our connection with global consumers and local media through diverse experiential programs and curated content."

• 2026: Expanding Globally Across Online and Offline Platforms

CEO Inje Cho added that beginning with the Oat Latte Campaign, Purito Seoul plans to sequentially introduce a wide range of brand activities throughout the year, spanning both online and offline channels.

Through digital content campaigns, global social media communications, and experiential offline events, the brand intends to deepen its relationship with consumers while consistently conveying the message of 'From Soil to Seoul'.

A brand representative commented, "Purito Seoul is a brand born from a relentless pursuit of essence. Starting with our New York pop-up, we plan to further solidify our philosophy and expertise in the global market."

The New York pop-up is expected to serve as a significant milestone, signaling Purito Seoul (https://purito.com)'s renewed brand direction and global expansion. From nature's soil to refinement in Seoul—and now extending that journey onto the world stage—the brand's next chapter is drawing increasing attention across the industry.