British brand So Pure Skincare has launched in the UK. Founded by Geeta Sood, the Warwickshire-based brand was created when Geeta made a 100 percent natural balm to treat her son’s eczema. So Pure Skincare is made using mostly organic and natural ingredients, free from artificial additives including parabens, phenoxyethanol, silicones, fillers, glycols, synthetic fragrance, colourants, penetration enhancers, phthalates, PEGS, TEA and DEA. The range includes Rejuvenating Body Elixir (£30) and Anti-Ageing Nutrient Elixir (£18), both containing organic prickly pear seed oil.