A little story from me

Pure Jamie was born from a love of home, nature and the calm simplicity I always felt in Sweden – my second hometown. Where clean doesn’t just mean spotless, but pure, soft, mindful – and naturally plant-based. Where things are made with care — never in a hurry, and never with harsh ingredients.

Years later, now as a mother, I was standing in my light-filled kitchen, surrounded by soft colours, natural textures and the warmth of everyday family life — yet using products full of chemicals, synthetic scents and warning labels. I was washing my baby’s bottles and thought: this doesn’t feel right.

A caring home shouldn’t be cleaned with chemicals. Not for your baby. Not for your health. Not for your home. Not for any of us.

I searched for something botanical, soft in fragrance and gentle on sensitive skin — yet beautiful and luxurious enough to keep proudly on the countertop. Something safe for little hands, refillable by design and calm enough to blend naturally into the home.

But I couldn’t find it. So I started creating it myself.

Pure Jamie became more than a product. It became a way of caring — for our home, our family, our well-being and our planet. Each bottle is plant-based, refillable and made to bring calm, connection and a moment of softness into everyday living.

A little ritual of care — for the spaces you love, and the people you love most.