As global consumers become more conscious about what they put on their skin, the beauty industry is experiencing a powerful shift. Clean, ethical, and eco-friendly beauty is no longer a niche—it’s a growing movement. Today’s buyers seek transparency, safer ingredients, and sustainable production practices, pushing brands to rethink long-standing norms. In this evolving landscape, natural and organic beauty has emerged as a compelling alternative to conventional cosmetics.
At the heart of this shift in Switzerland is Pretty & Pure, a pioneering Green Beauty Concept Store founded in 2013 by Sarah Semrau. Driven by her own transformation and a passion for conscious living, Sarah created a space where health, sustainability, and high-quality beauty products converge. What began as a personal mission has grown into a trusted brand that is raising the bar for natural beauty across the country.
From Makeup Artist to Clean Beauty Advocate
Before launching Pretty & Pure, Sarah Semrau spent ten years working as a freelance makeup artist across fashion shows, editorial shoots, advertising, and business portraits. Her career gave her deep insight into the products used in the industry—but over time, her personal life began to evolve. In 2012, Sarah adopted a healthier, more sustainable lifestyle, leading her to examine not only what she consumed but also what she applied to her skin and used in her professional kit.
This shift made one thing clear: the products she had relied on no longer aligned with her values. Determined to make a change, she began curating a fully green, cruelty-free, and non-toxic makeup kit—something that was far from easy given the limited availability of quality natural products in Switzerland. This process sparked a new calling: to make clean, ethical beauty accessible for others, too.
Launching Switzerland’s First Green Beauty Concept Store
Pretty & Pure opened its doors in the summer of 2013, becoming Switzerland’s very first store dedicated entirely to green beauty. But it was never just about selling products. Sarah envisioned a space where education and awareness were just as important as curation. She wanted to inform people about the potentially harmful ingredients in everyday cosmetics and offer healthier, high-performing alternatives they could trust.
The store features a carefully chosen selection of natural and organic skincare, haircare, and makeup products, all of which meet strict ethical and environmental standards. Beyond the shelves, the Pretty & Pure team provides personal guidance, helping customers find what works best for their skin while staying aligned with conscious values. It’s a welcoming space that combines professionalism with purpose.
Leading with Integrity, Growing with Purpose
Pretty & Pure has grown into more than just a boutique—it’s become a platform for change within the Swiss beauty landscape. As clean beauty awareness continues to spread across Europe, the brand remains at the forefront, offering not only innovative products but also a deeper conversation around wellness, ethics, and sustainability.
Looking ahead, Pretty & Pure is committed to growing mindfully—whether by expanding its product offerings, strengthening community engagement, or continuing to advocate for ingredient transparency. In a world where beauty can sometimes feel superficial, this brand stands out for its authenticity, care, and commitment to doing things differently. With every product and conversation, Pretty & Pure sets a new standard for what beauty can—and should—be.
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