Australian brand P’URE inks retail deal with Holland & Barrett


The papaya-based skin care brand says its values are “well-aligned” with those of the high street retailer

Australian skin care brand P’URE Papayacare has secured a retail listing with Holland & Barrett.

The brand claims to sell the first-ever 100% natural paw paw ointment (£8.99 for 25g), which has rolled out in 460 of the high street retailer’s stores.

Its products contain organically-grown fermented papaya or paw paw grown in Queensland, and moisturising ingredients such as shea butter and macadamia oil.

Business Manager Melissa Argiro told Cosmetics Business: “Holland & Barrett’s core values of health and wellbeing are well aligned with ours making them the perfect partners to introduce P’URE to consumers in the UK.

“Holland & Barrett share our passion for embracing what nature provides and giving consumers quality, natural and effective products that will help improve their wellbeing.”

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The brand’s other products, Renew Cream (£17.99) and Vapour Balm (£9.99), have debuted in 167 Holland & Barrett stores.

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