Fragrance house

Pure Beauty

Pure Beauty launched in Hong Kong on 12 July 2006 as a Watsons sub-brand and Watsons’ first Asia-based cosmetics outlet. Its original concept was a holistic health-and-beauty destination bringing together fragrance, cosmetics, skincare, health supplements, hair care and pharmacy services. The current Watsons brand story centers on Korean fermentation traditions combined with patented skincare technology. That direction is reflected in the Urban Shield line, described in independent beauty coverage as developed with Korean dermatologist Dr. Seong J. Kim and made in Korea. On 9 December 2022, Watsons Malaysia introduced PINK by Pure Beauty GLOW ON, a Korea-made skincare range. In 2025, AS Watson listed Pure Beauty as a bronze recipient in Best Green Skincare Brand, while its BB Cream received bronze in Best Natural Makeup Product.