In a world where awareness of hidden toxins in everyday products is steadily rising, more people are choosing to live consciously. The clean living industry is no longer a niche movement but a rapidly expanding global shift, driven by consumers seeking transparency, sustainability, and wellness. Across the region, this change is especially visible as families and individuals explore safer, planet-friendly alternatives for their homes and lifestyles. At the heart of this growing transformation stands Pure Path, a UAE-based platform founded by Marie Rino in April 2025, offering a thoughtfully curated destination for non-toxic essentials.
From Personal Journey to Purposeful Platform.
For Marie, Pure Path was born out of personal experience and deep conviction. Her journey began nearly 15 years ago when motherhood sparked an awareness of the invisible toxins in daily life. As she watched loved ones struggle with health issues and her daughter battle severe eczema, Marie began questioning the ingredients behind household and personal care products. “It took me years of research,” she recalls. “I realized that understanding labels and finding safe products was complicated, especially in the UAE, where non-toxic items were scattered across multiple platforms.”
That realization became the foundation for Pure Path—a single, trustworthy destination for clean, safe, and effective essentials. Within months of conceptualizing the idea, Marie turned her vision into reality. By April 15, 2025, Pure Path was officially launched, uniting home, beauty, wellness, baby, and pet care under one conscious roof.
What Sets Pure Path Apart in the Clean Living Space.
Pure Path offers an extensive selection of products spanning home and cleaning, personal care, beauty, wellness, baby, and pet categories. From non-toxic laundry powders and essential oil-based home fragrances to natural skincare and Ayurvedic teas, each product is selected for its purity, transparency, and performance. Marie’s commitment to accessibility also shines through her curated “discovery bundles,” which help newcomers explore non-toxic living without feeling overwhelmed.
What truly differentiates Pure Path is the level of scrutiny behind every product listed. Using reputable databases such as EWG and Think Dirty, Marie personally reviews each ingredient to ensure it meets stringent health and safety standards. Products are assessed for potential toxins like sulfates, parabens, and synthetic fragrances, along with their environmental impact. As Marie explains, “My goal is to simplify the journey for customers by doing the research for them. They can trust that everything on Pure Path has been vetted for their wellbeing and the planet’s.”
Educating, Empowering, and Expanding the Non-Toxic Movement.
Building awareness remains both a challenge and a mission for Pure Path. Marie emphasizes that while many consumers are conscious of certain harmful products, few realize the full scope of everyday exposure. Through regular workshops and collaborations with like-minded brands, Pure Path is helping bridge that knowledge gap. Upcoming partnerships, including one with Goumbook focusing on indoor air quality, aim to empower more people to make informed choices.
Looking ahead, Marie envisions Pure Path evolving into a “non-toxic Amazon with ethics”—a trusted hub where consumers can find every safe, sustainable alternative they need. Future plans include expanding into supplements, water filtration systems, and other health-centric categories. Her guiding philosophy, however, remains simple: “Small swaps, big impact.” By encouraging gradual, mindful changes, Pure Path invites everyone to begin their own clean living journey—one thoughtful choice at a time.
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