PUR attitude™ takes a radical approach to beauty by combining 100% Pure Ingredients with an advanced, patent-pending delivery system that mimics the skin's natural structure and optimizes its pH. By employing specific ingredients naturally found in the skin's matrix, PUR attitude™ carries essential vitamins, powerful peptides, advanced anti-oxidants, and vital nutrients deep within the skin to target problem areas. This breakthrough concept was developed by award winning chemist, David Pollock, who has more than two decades of experience formulating products for some of the most recognized names in the industry. PUR attitude™ is a revolutionary line of naturally pure skin care products made with powerful, proprietary technology, which works synergistically with the skin. Locking in moisture and targeting the different signs of aging. Each product in the PUR attitude™ line is dermatologist approved, backed by independent clinical studies, and follows David Pollock's philosophy of "Safe Beauty" by avoiding harsh chemicals such as Parabens, PEG's, Glycols, Sulfates, Petro-Chemicals, Synthetic Fragrances and Artificial Dyes.