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PURELU

PURELU Daily Lotion

Ingredient analysis and how the ad lines read

Read on 2026-09-27

What is this product?

A 300 ml pump lotion for babies from 0 to 36 months from Korean brand PURELU, for face and body, reformulated in January 2026 to add coco-caprylate/caprate and drop disodium EDTA. Water, butylene glycol and glycerin lead, followed by a light ester, shea butter and squalane, with centella extract and its four marker compounds, allantoin and four plant oils; there is no fragrance, essential oil, colourant, ethanol or exfoliating acid entry. Irritation, dermatest and vegan badges are shown without test details or certificate numbers.

What makes it different?

A baby face and body lotion whose renewed list is dated and whose two formula changes are named by the brand; the lipid phase pairs shea butter with light esters and four plant oils around a centella set, with no fragrance or colourant.

What is in it?

The full ingredient list as the brand publishes it, in the printed order. Each name links to what we know about that ingredient.

This brand publishes its ingredient list in Korean only. Names below are the matching INCI names from the Korean Cosmetic Association ingredient dictionary.

Worth a closer look

Ingredients with no mark are ones we found nothing notable about, and when marks overlap on one ingredient we show the caution first.

Did the ad claims hold up?

We checked 23 lines this product advertises against the ingredient list and public documents. Here is how they read: backed by evidence: 2 · likely, not proven: 4 · partly backed: 8 · overstated ad line: 3 · no source confirms it: 2 · says nothing: 4.

Claims translated from Korean, originals preserved.

backed by evidence2

  • Disodium EDTA / Considering the ingredient characteristics / that make natural decomposition difficult, / we excluded it out of consideration for the environment.
    Korean original

    다이소듐이디티에이 / 자연 분해가 어려운 / 성분적 특성을 고려해, / 환경을 생각해서 제외했습니다.

  • Answer found in nature / Korea Vegan Certification Institute Vegan Certification Obtained / #Vegan #Nature #GoodIngredients / Plant-derived moisture-retaining film, Shea Butter / Gentle soothing ingredient, Centella Asiatica Extract / Intensive moisturizing care, Squalane
    Korean original

    자연에서 찾은 / 해답 / 한국비건인증원 비건 인증 획득 / #비건 #자연 #착한원료 / 식물유래 수분보습막, 시어버터 / 순한 진정 성분, 병풀추출물 / 집중 보습 케어, 스쿠알란

likely, not proven4

  • Lightly absorbed, / Refreshingly finished / Added and removed / Daily Lotion renewal formula
    Korean original

    흡수는 가볍게, / 마무리는 산뜻하게 / 더하고 덜어낸 / 데일리 로션 리뉴얼 처방

  • 0-36 months infant and toddler lineup / Gentle soothing for sensitive skin / Baby daily lotion
    Korean original

    0-36개월 영유아 라인업 / 민감피부 순한 진정 / 아기 데일리 로션

  • Safety beyond what is visible / Metal Contact FREE Safe Pump / A metal contact-free pump where the contents do not touch metal.
    Korean original

    보이는 것 너머의 안전함 / 금속 접촉 FREE 안심 펌프 / 내용물과 금속이 닿지 않는 메탈 접촉 프리 펌프.

  • At the moment of application, the moisturizing feel is sufficiently felt, but over time it is slowly absorbed / and absorbs naturally without floating on the skin, so the feeling of stickiness or slipperiness / will be felt without burden.
    Korean original

    바르는 순간 수분감은 중분히 느껴지지만, 시간이 지나면 전전히 흡수되어 / 피부에 겉돌지 않고 자연스럽게흡수돼 끈적이거나 미끌거리는 사용감은 / 부담 없이 느껴지실 거예요.

partly backed8

  • Coco-Caprylate/Caprate / With coconut-derived ingredients, spreadability is made more comfortable, / and moisture is improved to adhere for a long time
    Korean original

    코코-카프릴레이트/카프레이트 / 코코넛 유래 성분으로 발림성은 더 편안하게, / 수분은 오래 밀착되도록 개선했습니다

  • Irritation index 0.00 / Non-irritation certification completed / Korea Vegan Certification Institute / Vegan certification obtained / German skin Dermatest / Low-irritation certification
    Korean original

    자극지수 0.00 / 무자극 인증 완료 / 한국비건인증원 / 비건 인증 획득 / 독일피부 더마테스트 / 저자극 인증

  • Soft, powdery skin every morning / Centella & Cica 4-Type Complex / Made for baby skin sensitive to even small irritation. / With Centella Asiatica Extract + Cica 4-Type Formula / Experience soothing care that makes skin comfortable.
    Korean original

    매일 아침 뽀송한 피부 / 병풀 & 시카 4종 콤플렉스 / 작은 자극에도 민감한 아기피부를 위해 만들었어요. / 병풀추출물+시카 4종 포뮬러로 / 피부가 편안해지는 진정케어를 경험해보세요.

  • A simple answer for sensitive skin / Fragrance-free & Color-free Formula / For delicate skin, fragrance·colorants are left out, / made mainly with plant-based moisturizing ingredients / Meet the gentle daily baby lotion.
    Korean original

    민감한 피부에 단순한 해답 / 무향 & 무색 포뮬러 / 연약한 피부를 위해 향료·색소는 빼고, / 식물성 보습원료 위주로 담아낸 / 순한 데일리 아기로션을 만나보세요.

  • Because it has to be applied often / 0.00 Non-Irritating Daily Lotion / "Even when reapplied often, it has to feel comfortable for your hand to reach for it." / Moisturizingly adhering without stickiness, / Please care every day with a gentle lotion.
    Korean original

    자주 발라줘야 하니까 / 0.00 무자극 데일리 로션 / “자주 덧발라줘도 편안해야 손이 가요.” / 끈적이 없이 촉촉하게 밀착되는, / 순한 로션으로 매일 케어해 주세요.

  • Even when applied often / Good / Refreshing Type / German Dermatest Low-Irritation Certification Completed / #NoIrritation #MoisturizingTexture #Refreshing Moisture / Good to apply frequently every day / It is a light and refreshing type.
    Korean original

    자주 발라도 / 좋은 / 산뜻한 타입 / 독일 더마테스트 저자극 인증 완료 / #무자극 #촉촉한 제형 #산뜻 보습 / 매일 수시로 발라주기 좋은 / 가볍고 산뜻한 타입이에요.

  • Container designed with safety in mind / Metal Contact FREE Pump, Safety LOCK Device / Skin irritation test results / German Dermatest Low-Irritation Certification / Uses plant-based ingredients / Korea Vegan Certification Institute Vegan Certification Obtained / Sensitive skin irritation test / Non-irritation certification / Sensitive skin irritation test / All subjects irritation index 0.00
    Korean original

    안전까지 생각한 용기 / 금속 접촉 FREE 펌프, 안전 LOCK 장치 / 피부자극테스트 결과 / 독일 더마테스트 저자극 인증 / 식물성 원료 사용 / 한국비건인증원 비건 인증 획득 / 민감성 피부 자극테스트 / 무자극 인증 / 민감성 피부 자극시험 / 전원 자극 지수 0.00

  • Of course. / Pure Ru Daily Lotion is a product made so it can be used from face to full body. / We excluded artificial fragrance and colorants, and since it is a product used every day, we contained only ingredients that minimize skin burden / so you can use it with confidence.
    Korean original

    물론이죠. / 퓨어루 데일리 로션은 얼굴부터 전신까지 사용할 수 있도록 만든 제품이에요. / 인공 향료와 색소를 배제하고, 매일 사용하는 제품인 만큼 피부 부담을 최소화하는 / 성분만 담았으니안심하고 사용하셔도 괜찮아요.

overstated ad line3

  • 100% trustworthy / Vegan recipe / Vegan-certified plant-based ingredients & irritation index 0
    Korean original

    100% 안심할 수 있는 / 비건 레시피 / 비건 인증 식물성 원료 & 자극지수0

  • Madecassoside, Madecassic Acid / Asiaticoside, Asiatic Acid / Extracted only the core ingredients of Centella Asiatica / Highly concentrated Cica 4-Type
    Korean original

    마데카소사이드, 마데카식애씨드 / 아시아티코사이드, 아시아틱애씨드 / 병풀의 핵심 성분만 뽑아낸 / 고농축 시카 4종

  • Yes, it is a product gently designed so that even newborns can use it, so it does not irritate the skin / pregnant women can also use it comfortably. In particular, it is a product made mainly with plant-based ingredients that help with moisturizing, such as squalane and shea butter, / so you will be satisfied with both comfort and moist moisturizing power.
    Korean original

    네, 신생아도 사용할 수 있도록 순하게 설계된 제품이라 피부 자극이 없어 / 임산부도 편안하게 사용하실 수있어요. 특히 스쿠알란, 시어버터처럼 보습에 / 도움을 주는 식물성 성분을 중심으로 만든 제품이라 / 편안함과 촉촉한 보습력에 모두 만족하실거예요.

no source confirms it2

  • I'm looking for a really gentle baby lotion, / is there a lotion / with not a single ingredient of concern?
    Korean original

    정말 순한 아기 로션 찾는데, / 주의 성분 하나도 없는 / 로션이 있을까요?

  • All ingredients EWG Green Grade / Grade 1~2 Safe Ingredients
    Korean original

    전성분 EWG 그린등급 / 1~2등급 안심 성분

says nothing4

  • For sensitive skin baby lotion, / you need to check / starting with whether the irritation index is 0.
    Korean original

    민감피부 아기 로션은 / 자극지수가 0인지부터 / 확인해야 해요.

  • With minimal ingredients / Focused on comfort / Pure Ru Daily Lotion
    Korean original

    최소한의 성분으로 / 편안함에 집중한 / 퓨어루 데일리 로션

  • Pure Ru Daily Lotion that will present a child's happy first moments / Even if delayed for just one day / Baby skin can become sensitive. / Right now, start a soothing care that feels delicate.
    Korean original

    아이의 행복한 첫 순간을 선사할 퓨어루 데일리 로션 / 하루만 미뤄도 / 아기 피부는 예민해질 수 있어요. / 지금 바로,섬세함이 느껴지는 / 진정 케어를 시작해보세요.

  • For delicate infant and toddler care / Daily Line-up
    Korean original

    섬세한 영유아 케어를 위한 / 데일리 라인-업

Each line is quoted as the brand published it, and each one was read on its own against the ingredient list and the documents the brand publishes.

How we read these lines