#USA #New York #Purito Seoul #Oat Latte

Purito Seoul: A New Era with 'From Soil to Seoul'

In an exciting announcement, Korean skincare brand Purito Seoul has officially launched its new brand slogan, 'From Soil to Seoul'. This phrase encapsulates the essence of the brand, blending nature's purity with the chic modernity of its home city, Seoul. To kick off this brand evolution, Purito Seoul is rolling out an extensive marketing initiative, starting with the highly anticipated 'Oat Latte Campaign'. This campaign is set to debut through a pop-up event in the trendy West Village of New York City on March 2nd, 2026.

The Philosophy Behind the Brand

CEO Inje Cho emphasizes that the slogan represents a profound commitment to skincare rooted in authentic ingredients. The term 'Soil' signifies the natural origins of Purito's products, highlighting the brand's dedication to purity. In contrast, 'Seoul' reflects the sophisticated and refined approach that characterizes the brand's product development. With an ever-evolving beauty landscape, Purito maintains a rigorous philosophy focused on delivering only what is essential and effective. By transforming naturally derived ingredients into advanced skincare formulas, Purito positions itself as a leader in progressive skincare, striving for excellence beyond the 'clean beauty' concept.

Launching the Oat Latte Campaign

CMO Wooseob Oh revealed that the 'Oat Latte Campaign' will serve as the flagship global initiative under the new slogan, showcasing the best-selling Oat in Calming Gel Cream. The concept draws inspiration from the comforting image of an oat latte, embodying a soft and nourishing experience akin to its skincare products. The oat latte not only symbolizes soothing comfort but represents the gentle absorption of the gel cream into the skin, promising no irritation—ideal for everyday use.

By utilizing the warm imagery of an oat latte, Purito Seoul seeks to effectively communicate the sensory benefits of their products, making the brand message clear and relatable.

The upcoming pop-up in New York is designed to be an immersive experience, allowing participants to fully engage with the brand's ethos. Beyond a mere product display, it aims to connect with global consumers and local media through curated content and diverse experiential programs. As the nexus of trends and cultural exchange, NYC serves as an ideal backdrop for Purito's expansion into the global beauty market.

Future Endeavors: Global Expansion

Looking ahead, CEO Inje Cho states that the Oat Latte Campaign is just the beginning. Throughout the rest of 2026, Purito plans to unveil a wide range of brand activities across various online and offline platforms. This includes digital content, global social media outreach, and experiential events aimed at deepening consumer relationships. The campaign's core message—'From Soil to Seoul'—will guide all brand communications.

As a representative of the company put it, “Purito Seoul is a brand born from a relentless pursuit of essence. Starting with our New York pop-up, we aim to solidify our philosophy and expertise in the global market.”

The New York pop-up event marks a pivotal moment in Purito Seoul's journey, representing both a renewed brand direction and the wider adoption of its philosophy on a global scale. Transitioning from nature's soil to the refinement of products in Seoul, Purito invites the world to join in on its next chapter, filled with innovation and a commitment to quality skincare. As anticipation builds within the industry, fans of the brand can look forward to experiencing this new vision in-person soon.