Radical Transparency
Plain-English labels. No smoke, no mirrors—just what’s inside and why.
Pure, Honest, Crafted in the Cradle
Born in 2020 during lockdown, PureNaked blends herbal know-how with practical innovation to make everyday care simpler, safer, and more effective.
Our Story
How a tough season sparked a values-driven brand.
PureNaked started in 2020 during the Covid lockdown. The world slowed down, and like many South Africans, we went back to basics: simple ingredients, honest formulation, fewer gimmicks. The name says it all—pure, transparent, and nothing to hide.
PureNaked is the brainchild of Martin, a relentlessly innovative entrepreneur, and Deon, a registrar-qualified herbalist and naturopath. Together we obsess over products that actually help: effective where it counts, gentle where it matters.
Based in the Cradle of Humankind, we’re surrounded by nature and reminded daily that progress and preservation can co-exist. That’s why we formulate with care, source responsibly, and build products that respect people, pets, and the planet.
What We Make
Focused ranges built to solve real problems.
Why PureNaked
Six promises we hold ourselves to.
Formulas That Work
We prioritize efficacy and safety. If it doesn’t help, it doesn’t ship.
Sensitive-Skin Focus
Non-irritating bases, thoughtful actives, and textures that feel good to use.
Sustainability Mindset
We design for longevity and less waste—responsible sourcing, recyclable choices where possible.
Made in SA
Local manufacturing, local jobs, local pride—built for the needs of real South Africans.
Care for Community
We listen, improve, and reinvest. Your feedback shapes our next release.
From Lockdown to Lifelong
A quick timeline of our journey.
2020 – Founded during lockdown
2021 – First body-care range ships
2022 – Fine Fragrance debuts
2023 – Culinary & Pet Care launch
2024+ – Better-for-you snacks expand