As an online magazine focused on natural beauty, Purely sets itself apart from the mainstream media's rigid beauty standards, which are frequently based on heavy makeup and airbrushing. Purely models promote embracing one's natural beauty and avoiding excessive retouching. This approach challenges typical beauty ideals that emphasize unrealistic physical features and instead celebrates diversity and authenticity.
Purely focuses on featuring women who have minimal makeup or no makeup at all to showcase their true selves. As a result, it creates genuine connections with its audience and promotes body positivity and self-acceptance among readers. The magazine encourages individuals to love themselves just as they are rather than trying to conform to societal expectations of what constitutes attractiveness.
One way Purely highlights the importance of embracing imperfections is through its "No Filter" campaign. This initiative has featured models whose skin is blemished or freckled, hair is curly or wavy, and faces contain facial hair. By spotlighting these traits that many people consider flaws, Purely demonstrates how beauty comes in different forms and challenges society's narrow definition of it.
Emphasizing authenticity also means not altering the images of its models to create an idealized version of them. Purely does not use any filters, editing tools, or Photoshop to enhance its photos. Instead, it uses only minimal retouching to remove minor blemishes, allowing for greater transparency and trust between the brand and its consumers.
The natural beauty movement is gaining momentum across industries, including fashion, media, and beauty. Purely's commitment to embracing this trend sets it apart from other publications and reflects changing attitudes towards beauty standards. Its dedication to realism, inclusivity, and honesty distinguishes it from other magazines that promote unrealistic ideals and perpetuate harmful stereotypes.
Purely's commitment to celebrating natural beauty is a refreshing approach that promotes body positivity and self-acceptance among readers. It encourages individuals to embrace their unique qualities instead of trying to conform to societal expectations of what constitutes attractiveness. With its focus on authenticity, Purely connects with its audience on a deeper level and inspires them to love themselves just as they are.