Hej:Pure

Hej:Pure, launched by Maurer & Wirtz in 2022, is Germany's first fragrance concept to achieve full sustainability certification across packaging, formula, and supply chain. The brand was built in response to escalating consumer demand for environmentally responsible personal care, committing to 100% recycled packaging, vegan and cruelty-free formulas, and sustainably sourced ingredients. Perfumers Julien Plos, Alexandra Monet, Paul Guerlain, and Amandine Clerc-Marie developed a range of accessible eaux de parfum that translate contemporary fragrance trends—transparent florals, clean musks, airy woods—into a format that carries genuine environmental credentials rather than greenwashing. The name is a Scandinavian-inflected greeting (hej meaning hello in Swedish and Danish) combined with the purity claim, signaling an appeal to pan-European sustainability-conscious consumers. Distribution runs through Maurer & Wirtz's established German retail network of pharmacies and drugstores, leveraging the parent company's logistics infrastructure to keep prices accessible.