Waitrose launches new skincare range Pure Hydration and redevelops existing Waitrose Pure

Supermarket chain Waitrose has launched new own-brand skincare products range Pure Hydration, which includes a hot cloth cleanser, a cleansing and exfoliating powder, facial oil, and a clay mask.

Intended for dry, sensitive, or mature skin, the new range is available from £2. The products contain cotton milk and cotton seed oil, which are designed to smoothen, nourish, and soften the skin.

In addition, the firm's existing range, Waitrose Pure, has been redeveloped and relaunched as Waitrose Pure Sensitive. New products such as a cleansing and exfoliating powder have been included.

Waitrose Pure Sensitive range products are made of white water lily extract, which is an anti-oxidant and is used to treat inflamed skin. These calming properties make it suitable for delicate hair and skin. The range also includes two Waitrose Pure conditioners for fine, dry, and damaged hair.

Pure Sensitive and Pure Hydration products are claimed to be 98%-100% naturally derived.

In addition, the products are dermatologically approved, vegan and vegetarian friendly, cruelty free, and are packed in recyclable packaging.

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Image: Waitrose Pure range. Photo: courtesy of Waitrose.