Per Purr

We went back to basics, to the essential, to our roots. Care that are already part of our routines, but that was lost by the rush of modernity. We want to resuscitate these moments of personal care, such as a relaxing bath at the end of a long day.

The first thing that came to mind was the raw, essential, or perhaps the most basic of all, pureness.

From this thought came PER PURR. Two Latin prepositions – PER meaning through, and PUR, Purus, which means to cleanse or purify. We have always had in mind the idea of animal beauty, a pure, simple, effortless beauty, as a cosmetics line should be.

From this came the PURR, feline purring, a vibration emitted at a low frequency which usually expresses contentment.

However, purring is not only a sign of contentment and response to the environment. It is much more than that. Even large cats, that do not purr can emit lower vibrations in order to heal; healing that generally repairs injuries such as broken bones, muscles or even a skin wound; healing which can also mean improvement. Improvement and healing are integral to our process from manufacture to sale.

As you may imagine, this idea stems from our personal admiration for felines and their majestic gestures, hence, the Per Purr label was born.