How To Elevate Your Look with the Elevation Palette

We live and breathe beauty at PÜR and we’re always up to speed on the latest beauty trends out there.  2016 was the year of the highlighter illuminating beautiful faces all over the world and the buzz has not dimmed down yet! Highlighters are experiencing a dramatic revival, coming up as the most talked about and lusted after beauty product of the holiday season. Our cult-favorite Afterglow Illuminating Powder is getting some partners-in-radiance.

When it comes to that glossy, luminous glow, the Elevation palette really gets it. Introducing three shades of a subtle glow , Boost, Altitude and Upgrade. Each shade adds subtle dimension and sparkle to your features! No shade is created equal and each has its exquisite effects , from peachy glow to cool glimmer to stunning luminosity. Although the formula is firm and powdery, the product quickly sinks in to the skin to give your skin a reflective luster that catches the light in all the right ways.The Elevation palette walks the line between “barely there” and “natural radiance” , perfect for your next office party or to compliment a cozy Christmas-eve dinner look.

How to apply? First, prep your skin with M.M.C. before applying your foundation of choice and concealer. Use the fan brush to dust the highlighter on your cheekbones, brow bones, on the tops of your eyelids or on your Cupid’s bow for a perfectly modelesque, soft, lightweight shimmer. And if you feel like you may need more color payoff, don’t be shy about layering it on and dabbing a little more M.M.C. on top of the highlight for a totally ethereal, lit-from-within look.

In no time at all, your skin will have a diamond-like radiance and you don’t even need to drop major bucks to achieve it. The Elevation palette includes a mini fan brush and is retailing for only $15! So what are you waiting for? Elevate your look with our highlighter palette and don’t forget to share your luminous looks with us on social by tagging PÜR Cosmetics and #purbeauty.

How to Highlight with Allan Avendaño

We’ll assume that at this point, if you so much as roam the social spheres of Instagram and YouTube, you have heard of strobing or highlighting. Essentially, we use this technique to achieve that healthy, youthful, sun-kissed glow that you’ve seen on every single Kardashian or within the pages of any summer editorial. Celebrity makeup artist Allan Avendaño breaks down the key products and techniques for flawless highlighting that will make your complexion look expertly lit instead of like disco ball.

Does someone’s face shape determine how you highlight?

Yes definitely. Everyone has different high points and different areas that are more complimentary to highlight. In theory, highlighting with matte products (i.e. to lighten areas of the face) and highlight with shine (to brighten and make the face look glowy and dewy) would be in the same areas for everyone but not each face might be a candidate to highlight all the same areas. (For instance, highlighting one’s nose may not be a place someone wants to draw attention to.)

Name one of your favorite highlight looks you’ve created on one of your clients and tell us why.

There are many but one of the latest is Sarah Hyland at the 2016 Teen Choice Awards! I loved the glowing face and the touch of winged liner from underneath the eye. It was fun and edgy, but chic! The glow was very subtle on her cheeks, brow bone, nose and cupid’s bow which resulted in a luminous, effortless, fresh-faced look. I used the lightest shade in the PÜR Moonlight Glow Palette and used my finger to strategically place it in the areas I mentioned. It’s a creamy texture so it really blends into the skin, even on top of foundation. It gave a subtle yet effective sheen. I then used a fan brush with the Afterglow Illuminating Powder and lightly dusted it over the apples of the cheeks to give this area more of a pop.

What’s the biggest mistake women can make when highlighting?

Too much highlighting is not ok as well as shimmer all over the face.

Where should you highlight and where shouldn’t you highlight?

Highlighting with a lighter matte concealer to brighten up would be used on the center of the forehead, brow bone, inner corners of the eyes, under the eyes, Cupid’s bow, and sides of the mouth and under the cheekbones.

Highlighting with sheen would be for the bridge of the nose and tip, inner corners of the eyes, brow bone, Cupid’s bow, cheekbone/orbital bones. Never highlight with sheen under the cheekbones (jaws), under your eyes, on the sides of the nose, on the forehead or chin. Too much highlight in these areas makes you look like a greasy mess.

What are the best types of products to use when highlighting?

I love the Moonlight Glow and Sun-Kissed Glow palettes. It’s got every range of highlighters for every skin tone. I love cream because it really blends seamlessly into the face. I also love powder highlighter like the Afterglow Illuminating Powder. It gives a more vibrant highlight and works on most skin tones. I also love Dior Glow Maximizer (that can be used as an overall primer) if you prefer a more liquid consistency.

Does warm versus cool tones give you a different highlight effect?

I would use cooler tones like white, cool pink, champagne on fair to medium skin and warm tones like gold, bronze and cooper for medium dark to dark skin tones. I think it’s more about making sure that the highlight matches the skin tone. I certainly wouldn’t use a copper highlight on porcelain skin.

Should you prep the skin before highlighting?

If you’re wearing a full face of makeup, moisturizing and priming helps the face become a perfect canvas and I prefer to apply highlighter on top of foundation. (Some people mix it into their foundation, but that tends to get all-over shiny which I don’t like.) However, girls who don’t fuss with foundation everyday don’t need to prime. Just moisturizing would be great and it can go directly on the skin for that dewy effortless look.

Does a matte versus satin versus dewy complexion create a special effect when paired with a highlighter?

I think highlighting to create dewy and shiny skin is perfect with a satin finish because the canvas isn’t completely matte which creates a drastic contrast.It can be done on matte skin, but I would use powder highlighters because the matte texture of the skin makes it difficult to blend the cream highlighter. On a dewy complexion, it goes without saying that highlighting is pretty, but you don’t want to highlight too much. If your skin is dewy, you already have highlights happening with the dewy texture on your skin.

Do you foresee any new highlighting trends?

I do believe that highlighting is here to stay. The skin looks alive and healthy. Gone are the days of completely mattifying your face. Although it’s not a new look for editorial looks, glossy highlighting might make a strong presence in everyday life. With the release of many gloss balms for the skin, people might replace the cream or powder shimmer for a greasy shine. It adds an extra dimension to the skin and women with pulled back hair can rock this look subtly with a simple product like a heavy moisturizing cream dabbed and blended into the skin on the highlight points.

Follow Allan on Instagram @allanface for more celebrity makeup inspiration.

The Perfect Pout with Etienne Ortega

Etienne Ortega slays. His clientele includes the biggest and the baddest girls on television. His star-studded clientel includes the Kardashians, Christina Aguilera and Nicki Minaj  and his work has graced the pages of Vogue, Allure and Glamour. He has risen to five star status while also being among the youngest and most talented celebrity hair and makeup artists in the industry. So we figured who better to ask than Etienne about one of the most talked about beauty trends in the world.  How do we get the perfect pout?

Can you give us a step-by-step on how you create fuller lips?
Step one is lining your lips with a liner that is a shade darker than the lipstick you are using. Next, you need to overdraw the lips on the outer corners of your lips to give them more of a pout look. Finally, apply your lipstick and blend both colors together.

Are there common mistakes people make when trying to make their lips look full?
Yes, when people overline their lips too much it can come off clowny.

What would you say to a woman who thinks she can’t wear bold lip color?
YES YOU CAN! Makeup is fun and it should stay fun! Try it!

What are your tips for choosing the right shade of red for your skin tone?
I would say lighter skin should wear lighter or more subtle shades of reds and darker skin tones should wear deeper reds.

How do you help someone pick the right nude lip for their skin tone?
A nude lip can also be challenging. Lighter skin tones can rock almost any nude, but tanned skin or chocolate skin should go 2 or 3 shades darker!

Any tricks to make a lip color stay all day or all night? Is it really in the formula or is it in the application?
I really think the formula has everything to do with it. Nowadays there are so many fabulous long-lasting products. If you’re looking for that long-lasting lipwear then get a pro long-wear formula.

How do you properly use lip liners and what should we look for when choosing the right one? Does it really change the wear of your lipstick?
When choosing a lip liner, I suggest you find one that is long-lasting. Since it is the base for your lips it must last to keep your lipstick from bleeding.

What shades or lip looks are you loving right now?
Right now, I’m obsessed with peachy nudes, I feel like its always been my go to color, but I do have an obsession with that color range.

Get more makeup inspiration @etienneortega on Instagram.

Let’s Revolt: How To Use The Revolution Kit

Are you ready for the new portable palette that everyone is gushing about? It’s here! The party-ready Revolution Eye Shadow Kit features 5 perfect-for-autumn colors and comes with a mini Fully Charged Mascara that recharges your look in a blink of an eye. Revolution celebrates all the luxuries of a PÜR product and helps you feel your best self! The palette is the perfect day-to-night companion for when you’re on-the-go and need to condense your makeup bag, and its great to add to your PÜR collection, introduce to a friend or give as a gift.

Keep reading to find out how to use our new Revolution Kit!

First and foremost, you need to have the right preparation tools! We recommend using the Cease Crease Eye Shadow Primer for best results. If you’re looking to achieve a subtle wash of color, apply your favorite shades with an eye shadow brush. For a more dramatic look, dampen the brush for intense color or tap the eye shadows on the lid with your finger. If you’d like shimmery finish that’s sure to last all night, you can go in with the Eye Polish in Satin, Silk or Velvet and apply all over the lid with the applicator after applying your Revolution shadows!

We love an unconventional twist to any look, so if you’re feeling adventurous elevate your party look by adding About Face or Superior to the center of your lips for an instant ombre pout guaranteed to turn heads!

Once your look is complete, follow you eye look with two coats of the Fully Charged Mascara that’s inside your kit. Start at the base of the eye lid and wiggle the wand gently back and forth through to the tips of the lashes for a PÜRfectly dramatic eye!

All dolled up? Don’t forget to share your looks with us. #PURBeauty and get a chance to be featured!

Remembering Jake Bailey

Celebrity Makeup Artist Jake Bailey’s master techniques have stayed with us. From his showstopping looks created for icons from Selena Gomez to Katy Perry, his talent for both bold and beautiful artistry help set the bar for future generations.

“Jake Bailey was someone I looked up to and admired for years,” said fellow Makeup Artist Etienne Ortega. “I was lucky enough to get to work with him once for a Redbook cover. I was so nervous to meet him because I admired him so much. The minute we met, Jake was the kindest person ever and I was so happy to work with him. We bonded throughout the day and we made plans to work together… unfortunately that would be the first and last day I would ever see Jake.”

October 23 is the anniversary of his passing. He was 37 “I am still so sad that the world lost him, I feel blessed to have had an opportunity to work with him,” said Julie Campbell, VP of marketing for PÜR. “He was deeply admired by many and served as a wonderful mentor to the next generation of artists.”

“Although he passed,” Etienne said. “I am so grateful to have met one of my biggest inspirations and I will always remember his beautiful masterpieces, and more than that, his beautiful soul.”

In an article that originally ran in January 2015, we had the chance to get up close and personal with Jake. Here we re-share some of his best advice.

For a big event, do you view makeup as a necessity or an accessory?

Makeup is always an accessory. Nobody “needs” makeup. Makeup is a bonus ” and it’s supposed to be fun. Never feel like you must wear makeup especially if you are more comfortable without it. It also depends on the event. Is it the Oscars or a champion bridge tournament? I would never advise anyone to attend an award show without at least some makeup, but it’s all about what makes you feel best.

What is the first step to prepping the skin for makeup?

Clean it! I love Simplicity Soothing Cleanser followed by an exfoliating mask. If you are a little dry, use Kate Somerville Deep Tissue Repair and if you’re super dry go for the La Mer Moisturizing Cream.

How do you choose a makeup color palette for eyes, lip and cheeks?

Generally, I’ll first decide which feature I’m going to focus on ““ eyes, cheeks or lips. What’s my priority? I’ll work on that feature first and then envision which shades will complement rather than contrast from the feature I’m focusing on.  Think of it as the “star” feature of the night. If it is the eyes, then lips and cheeks will be supporting players there to complement but not distract or compete with the “star”.

If I’ve done a dark eye, I’ll look for softer or more neutral lip and cheek shades. If I’ve done a dark lip, I’ll create a lighter eye and cheek look. If I’ve done a dark eye and lip, I’ll definitely go easy on the cheeks and probably use as neutral a shade as possible to add warmth and balance but no additional “color” to the look. Generally, you can’t get away with all three unless you are a pop star or a Vegas showgirl. More often than not, it’s a matter of trial and error. I’ll often try two or three lip or cheek colors before deciding on the right one.

What is the final step to ensure your makeup holds up throughout the event?

Translucent powder. I always wait to powder until just before a client leaves. My goal is to use as little as possible, so right before they leave I’ll blot them down with a sponge and some blotting papers and dust their entire face with an almost colorless sheer powder to keep everything fresh and in place.

I’m only carrying a small clutch to the event, what is the one touch up item to not leave home without?

If the event is televised or photographed than definitely bring powder. A little shine can look like a lot of grease on camera, otherwise I’d say bring lip color. I always make sure my clients leave with both.

Jake’s amazing work can still be seen on Instagram @byjakebailey.

Jade King’s Favorites

Born and raised in Los Angeles, California, 23-year-old Jade King (@camillaluxx) is a newbie in the beauty blogging industry. It is easy to see that she loves everything glowy and glam like Amra Olevi (@amrezy) so it made total sense that Amra would hit like on Jade’s ‘Gram when her highlight was on point. (We took notice too!) Jade took over our Snapchat this week to share one of the radiant looks she created using the Transformation and the Love Your Selfie 2 Palette.


Prime your face for foundation and conceal any blemishes and dark circles.

Set your undereye with 4-in-1 Pressed Mineral Makeup. She used the Light Tan shade.

She used the 4-in-1 in Golden Medium to even out her skin tone on the rest of her face.

Coat lips with the Agave Lip Oil from The Perfect Matte Lip Collection kit.

Use HydraGel Lift to prime the lid and undereye.

Apply Metamorphosis from the Transformation Palette into the crease first and along the lower lash line.

Apply Panorama from the Love Your Selfie 2 Palette into the crease and blend together.

Apply Eye Polish in Silk on the lid.

Coat lashes with Fully Charged Mascara.

Use the Solar shade in the Sun-Kissed Glow Palette on the high points of the face such as the bridge of the nose, the cupid’s bow and the tops of the cheeks.

Coat lips with Obsession from The Perfect Matte Lip Collection kit and layer Oh Bae on top.

Snap a selfie and tag it #purbeauty.

For more beauty inspiration, follow Jade King on Instagram here or YouTube here.


New Ways to Think About Primers

PÜR is all about meeting the needs of your skin type starting from the base layer “ primer. When it comes to primers, you are most likely looking for a product that evens out your skin tone and texture, making your make-up application easier and longer-lasting. PÜR  has a wide range of primers that not only protect and nurture your skin, but also flawlessly correct any unwanted blemishes. Priming your face is a crucial step to acing your base, so you want to make sure that you are using the right products for your complexion, and don’t be afraid to mix and match!  We understand that primers are a bit of a minefield and we are here to give you a comprehensive overview of our color correcting primers.

Illuminate & Glow

Illuminate & Glow is a stroke of brilliance. It instantly adds a dose of brilliance to dull, tired and stressed-looking skin and also helps to minimize the appearance of pores, lines, wrinkles and imperfections.

Hydrate & Balance

Hydrate & Balance is an oil-free, silicone-free primer that helps provide 72 hours of deep hydration to the skin while providing a mattified makeup look free of the appearance of blemishes for irritable, breakout-prone skin.

Dark Spot Corrector

Neutralize the look of dark circles, age spots, freckles and uneven skin tone with peach-toned Dark Spot Corrector. This primer can help brighten and firm the skin’s appearance while smoothing away the look of lines with clinically proven skin care technology.

Prep & Perfect

Instantly reduce the appearance of pores and create a flawless, uniform skin tone. This lightweight primer also brightens and firms the skin’s appearance while leaving a silky smooth finish.

Redness Reducer

Redness Reducer offsets the look of irritation with its green hue while instantly reducing the appearance of pores and brightening the complexion.


PÜR’s Transformation Palette X Serein Wu

There is nothing easier than hanging out with Serein Wu in Los Angeles. Her YouTube channel Dress Yourself Happy is one of our faves. Her upbeat demeanor makes her the perfect partner to chat it up with while trying on makeup. On Facebook Live last month, we introduced her to Transformation  our new eye shadow and cheek palette  and answered all your questions about the putty to powder eye shadows and creamy blush and contour. Serein was already a PÜR fan and shared with our viewers her experience with other products. “The ingredients are a lot less irritating than a lot of products on the market. (And after a workout)… this stuff just doesn’t move.”

After our Facebook Live session, we followed up with Serein about final impressions.

5 Things I Love About The Transformation Palette
– It’s the perfect fall palette to update your makeup bag.
– It has a super long-lasting formula.
– It’s ultra-pigmented.
– It’s easy to use.
– It has a large, quality mirror that’s perfect for on-the-go touch=ups and travel.

Watch our Facebook Live video here. Also, follow her on Instagram for fashion and beauty inspiration @sereinwu.

PÜR’s Guide To Atlanta

Our hometown of Atlanta, Georgia is full of things to do. When our team of #girlbosses aren’t flying around the country, the world or the city, they make time to enjoy food and fun in the ATL. Tisha Thompson, VP of PÜR, Heidi Davis, PÜR’s National Sales Director, and Lynnette Cole, PÜR’s Global Education Director, shared with Create & Cultivate their favorite spots in the city.

Secret guilty “tourist” spot pleasure: (Tisha & Heidi agree!) “You have to go to the Georgia Aquarium. It’s amazing!!”

Favorite spot to have dinner with a colleague: “We all love and frequent South City Kitchen. I am a huge fan of shrimp and grits so this is a must for me.” Heidi said.

Favorite location to have a glass of wine: “I love trying new places. I’m really excited to try the new French bistro Le Bilboquet! The Boeuf Bourguignon has my name all over it!” Lynnette said.

The one spot in ATL you’d recommend to anyone: “Breakfast at The St Regis. It’s the St Regis, need I say more?” Heidi said.

The one thing about ATL that lives up to its reputation: “Nightlife & Music. The night scene is a very vibrant in Atlanta. There is always somewhere cool to go and listen to great music and have a great time,” Tisha said.

Learn more about each #girlboss and their favorite ATL spots here.

Introducing The 10th Anniversary Collection

PÜR is one of the pioneers of makeup meets skincare. For the last decade our cult-favorite, hero product has been our 4-in-1 Pressed Mineral Makeup with Skincare and its Chisel Brush. Together, this power pair has simplified makeup routines across the globe by offering all-in-one foundation, concealer, powder and SPF 15 coverage. It’s Ceretin Complex “ a combination of age-defying retinol and moisturizing ceramides “ is clinically proven to correct, prevent and interrupt your biggest skin concerns. With a few swipes of the chisel brush, you’ve achieved a flawless complexion in 60 seconds.

To celebrate the 10th anniversary of this duo and more than 5 million compacts sold, we crowned the packaging with jewels on this notorious pair. We also threw a pretty amazing party in L.A. Key influencers showed up for our poolside affair. Our PÜR Beauties Sona (@simplysona), Kristen (@kristenxleanne), Michelle (@readysetglamour), Angel (@mac_daddyy), Laura (@larlarlee), Jackie (@jackieaina), Nicol (@nicolconcilio), Karen (@iamkareno) and Jade (@jadeywadey180) were among the exclusive party guests to celebrate our 10th Anniversary.

We’ve named this holiday collection The Perfect 10 to commemorate our beginning in retail stores and to celebrate our lovely journey this far. Though we are PÜR The Complexion Authority, this holiday collection offers diverse color collections with exciting new formulas in bold, rich, dramatic hues. Love Your Selfie 2 ambassadors were definitely in the place and sharing their love for the all-in-one palette. This is just the beginning of our The Perfect 10 Holiday Collection. Stay tuned.