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Hey! We are twin sisters and activists driven by empathy for animals and the planet. We want to save animals from cruel testing in the beauty industry. Our beauty box is always clean, cruelty-free and free of animal ingredients. 

In our offer you can find the most famous world and Croatian domestic brands of vegan and cruelty-free, natural cosmetics. From hand cream, shampoo to mineral makeup without toxins and without animal cruelty. We believe that cruelty-free beauty is simple and possible! Our mission is to help you carelessly buy cruelty-free cosmetics in one place.

Laboratory animals are not protected by any laws. As far as the people in charge of the industry and the legislator’s concerned, testing on laboratory animals is not considered abusive or cruel. We try to protect pets from abuse, but laboratory rabbits, mice, dogs, cats and other animals do not have the same rights. That in itself, is reason enough to buy cosmetics without cruelty.

It is important for us to stop the cruel exploitation of animals in the cosmetics industries. Animal testing is not necessary. There are more than 7,000 safe cosmetic ingredients, thousands of great brands are cruelty-free, cruelty-free shopping is better for the planet and healthier for the skin. 

Thank you for choosing cruelty-free and making a difference!


How did we come up with the idea?

After we became aware of animal violence and changed our diet, we started spending hours trying to find cruelty-free cosmetics, which fulfilled us. We have regularly come across the same disappointing findings - that toxic and animal ingredients as well as animal testing are still, unfortunately, common in the cosmetics industries.

Every time we discovered new products that do not contain such ingredients and have not been tested on animals, we would be thrilled. With market research and positive feedback, and the lack of trade that reflects contemporary style and advanced ideals, we set out to create such a space ourselves.

We wanted an authentic store that embodies our sophisticated style, joyful spirit and that makes buying cruelty-free products easier.


What does Be pure mean?

By nature we have a love for other beings. If we give a child a rabbit and an apple, he will instinctively pet the rabbit and eat the apple. Since this is how our nature works, Be pure arises from the concept - to be clean, i.e. free of toxins and animal cruelty that products can carry with them.

Be pure is the most affordable way to discover desirable, pure beauty without cruelty. We believe that beauty comes from within, which is why Be pure offers you products that give you external and internal purity, or in other words, Be pure, Be you.


We are the first and only store specified for cruelty-free cosmetics in Croatia

We are on a mission to discover and elevate the best ethical beauty from around the world. You no longer have to decide between the look you want and the values you want to support. In Be pure you can have everything, and it is authentic. We are unique as the only place in the world that offers quality and proven vegan and non-toxic goods without animal cruelty. Whether you want to replace conventional cosmetics with natural ones or switch to cruelty-free cosmetics without animal ingredients, we have something that will absolutely delight you. 

For you, we choose products that are of plant origin, contain healthy and nutritious ingredients for the skin and that are certified as vegan (without animal ingredients) and not tested on animals (cruelty-free). Before a product comes to our shop, we research it in terms of ingredients, origin, sustainability and effectiveness, testing and customer reviews of these products.

At Be pure we believe that everyone should strive to love themselves out loud. 


Place with compassion for the planet, animals and you

We are a store that symbolizes compassion and changing the quality of life with a focus on healthy and natural skin and hair care. Most of our products have certificates of natural and/or cruelty-free and vegan cosmetics. Are you wondering why products in general are not certified? Simple - not every brand can afford a certificate, because obtaining a certificate is usually very expensive.

Small businesses generally cannot afford such an investment. Natural, vegan and cruelty-free products are often produced in small family businesses that invest money in product quality rather than certification. And many such small businesses meet, and without certification, the standards of cruelty-free cosmetics.

How, then, can you be sure that you are truly buying cosmetics at Be pure that have not been tested on animals and do not contain ingredients of animal origin if some brands are not certified?

The new brand can only come to Be pure in two possible ways.

  1. We take the brand if it is certified as vegan and cruelty-free natural cosmetics, which guarantee that the product is free of animal ingredients and has not been tested on animals.
  2. If the brand does not have a certificate, then we research the products of that brand very precisely. If the products meet the guidelines and standards of vegan and cruelty-free cosmetics, then they enter our store.

We are very strict in these research and we do them without compromise. If, for example, a brand is in high demand, but does not meet the standards of vegan and cruelty-free cosmetics, then that brand will not be in our offer. 

In case one brand offers both cruelty-free products and common products that have been tested on animals or contain ingredients of plant origin, such as honey, then we act very carefully. We generally do not take brands whose assortment is not 100% vegan and cruelty-free cosmetics. Currently, there is no mixed offer in our offer. 

Buying on bepure.hr is simple - simply choose your favorite product, pay by credit card or PayPal, and we do the rest. We will be happy to help with any questions or concerns you may have! Send us an e-mail on: info@bepure.hr

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Attending festivals

We present the Be pure web shop at festivals such as ZeGeVege, a festival of sustainable living in Zagreb organized by the non-profit non-governmental association Prijatelji Životinja. The purpose of this association is to promote the protection and rights of animals and vegetarianism, i.e. veganism, as an ethical, ecological and health acceptable lifestyle. 

Be pure also participated in the festival KLIKni on sustainable (Click on sustainable) in the small town, Križevci, where our headquarters are located. The theme of the festival is sustainable living and the festival is organized as part of the European Sustainable Development Week.