About Pure

In 2005, a small company committed to producing eco-friendly detergents took its first humble steps.
Already, it carried the roots of what would become a pioneering brand in Quebec. From the very beginning, the team at Total Fabrication dreamed of a world where performance, health, and respect for the planet could coexist in harmony—and they set out to make that dream a reality.

In 2009, after years of experimentation and bold choices, PURE was born.A proudly local Quebec brand, PURE introduced the first phosphate-free laundry detergent in the province. A true revolution at the time—both for the environment and for families seeking a safe, high-performance alternative.

PURE is more than just soap. It's a vision. A vision of making it easy for people to make the right choice—every single day. The brand quickly set itself apart by offering bulk formats long before it became a trend. Because for PURE, ecological common sense should never be a burden—it should be a simple, accessible reflex

A Brand That Grows With People

At PURE, we don’t believe in changing the world alone.
Our growth is made possible thanks to a committed community of independent businesses, forward-thinking retailers, and loyal customers who, like us, believe that there’s a better way to consume.

It’s in collaboration with them that we’ve built one of the largest refill station networks in Canada. From zero-waste grocery stores to local boutiques, our partners are the true ambassadors of our mission.

And to support them, we’ve created a unique distribution system with returnable jugs, enabling each point of sale to operate within a circular economy. Our 20L jugs are never wasted—they’re collected, cleaned, and reused again and again.

Today, millions of plastic bottles have been avoided thanks to you.
Thanks to every refill. Every thoughtful choice. Every shared conversation.
And that—that’s priceless.

Pure® products are now sold in bulk throughout Quebec, Ontario and the Maritimes through our filling stations. It's easy now to do your part just by reusing our containers.