Perspectives change with children. I started paying more attention to the products and chemicals around my home when I became a mother. Having dealt with some health issues, I wanted to reduce exposure to harmful chemicals, especially for my children. I soon found that countless products marketed towards our kids have harmful toxins or chemicals and lack visually appealing colors and character to delight those young, curious, questing eyes and minds. I founded Prim & Pure to support the creative play and developing imaginations of little ones without the worry of perpetually exposing them to potentially harmful toxins. Our goal is to provide Good - Clean - Fun! Prim & Pure is toxin-free makeup line for kids that made from clean and safe ingredients.