Fragrance house

hej:pure

hej:pure was launched in 2022 by Mäurer & Wirtz as a holistic sustainable fragrance concept and clean-fragrance brand. It belongs to the German fragrance company Mäurer & Wirtz, an independent subsidiary of the Dalli Group that remains fully owned by the Wirtz family. The company adopted its current legal structure, Mäurer & Wirtz GmbH & Co. KG, in 1990, entered fragrance licensing in 1992, and later broadened its portfolio through licensed, proprietary, and prestige brands. In November 2022, hej:pure received the inaugural Duftstars Green Award from the Fragrance Foundation Germany, recognizing sustainability factors including resource use, climate-neutral production, and social responsibility. Its documented fragrance identity is the sustainable collection and integrated clean-fragrance concept itself, rather than one individual scent.