Our Story

Real Purity believes in doing no harm.

No harm to our bodies, our environment, or to others. Therefore we’ve cultivated a collection of cruelty-free cosmetics, skin and body care that gently compliments sensitive skin, using ingredients we stand behind and doing no harm to the customers we serve.


Virginia Easterling founded the J-Rich Clinic in 1971 with a focus on helping chemically sensitive women. After many years of working with these patients, she saw a need for better cosmetics for women. In 1982 with the help of her daughter-in-law Karen Easterling Real Purity was born. The original product line was developed and formulated, and those products are still some of Real Purity most popular products today.

Ownership of Real Purity passed from Virginia to her son in 1995, Dr. Rich Easterling and his wife Karen Easterling. The company moved to TN where Dr. Easterling had his naturopathic practice. Dr. Easterling had a natural love for developing and formulating products. He created many of Real Purity's shampoo's and body care products that are hugely popular today.

Real Purity moves its headquarters to Evansville, IN in 2012 where Dr. Rich's son RJ joins the family business. Real Purity first website launches coupled with an email marketing program.

RJ's sons, fourth generation Easterling’s, Zach and Josh join the family business. Zach has responsibilities for product development, and Josh handles all shipping and receiving aspects for the company. Rachael Pfenninger (Marketing VP) joins them by managing the company's marketing strategies.


Our Mission

To provide natural and organic cosmetic and skincare alternatives to those with sensitive skin and a desire to live a greener, simpler lifestyle.

Our Vision

To become a recognizable, international brand & thought-leader for those with sensitive skin and to provide non-irritating cosmetic or skin care alternatives.

Our Values

To deliver an unparalleled level of service and product quality to our customers that do not to cause harm.


Ingredient Quality

Real Purity strives each day to provide products that are non-toxic, hypoallergenic, non-GMO, cruelty-free and are made in the USA.

See our full list of ingredients



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Real Purity has become an international brand that ships product worldwide.

Read our shipping policy->

My journey to find the top quality, natural eye makeup was not easy at first. It was thanks to one of our readers, Leslee who back in March 2010, connected with me after hearing about my quest to tell me about a great natural mascara from Real Purity. I looked into all the reviews on the web, the ingredients and indeed, it seemed this was a truly all natural, highly effective mascara. So finally I ordered one through a Canadian online store and was truly impressed!

Evita Oche | Evolving Wellness Blog