Monday, January 11, 2016

Save the Rhinos with Pure Beginnings

Pure Beginnings, South Africa’s most trusted Organic Baby brand, in collaboration with Project Rhino KZN, is excited to launch Ruby the Rhino Fun Time Kids Wash – a unique limited edition kids wash product.

Developed with a new and endearing character to highlight the Pure Beginnings partnership with Project Rhino, the Ruby the Rhino Fun Time Kids Wash is a larger (500ml) format of the existing 250ml Fun Time Kids Wash with organic rooibos – which is currently part of the Pure Beginnings Organic Kids range.

“We have had numerous requests from customers for a larger kids wash”, says Brue Moore-Gordon, owner of Pure Beginnings. As one of the products with the highest rate of use, especially in families with more than one child, this product has grown in popularity. Enriched with organic rooibos – a powerful anti-oxidant, and made with the gentlest of plant based foaming agents, it effectively removes dirt and grime from even the grubbiest of customers. Suitable for the most sensitive of skins, the extremely gentle, non-irritating, non-drying formula leaves the skin soft and hydrated.

Pure Beginnings baby and kids products have been certified organic by Ecocert Greenlife – the leading internationally recognised organic certification organisation. The board has also recently completed all compliance with EU cosmetic legislation and has started exporting to various markets in Europe. Bruce says “We anticipate that the Ruby the Rhino Fun Time Kids Wash will attract some international attention in our export markets, further highlighting the challenges facing our rhinos and raising awareness regarding Project Rhino KZN and the valuable work this organisation does”.

Ruby the Rhino Fun Time Kids Wash will be available from the end of November 2015 and will retail between R100.00 – R115.00 at Baby City, Wellness Warehouse as well as online at

“As business owners, we are constantly looking for ways in which we are able to not only improve our business, but make a difference to our community”, says Moore-Gordon. “With the increase in popularity of our products over recent years, we feel we are now in a position to really make a valuable contribution, both financially and through creating awareness” He continues.
“We looked for a suitable NGO to partner with and Project Rhino KZN was a natural choice. Our business head office is located in KZN and we are regularly reminded of the plight our local rhino’s face due to ongoing threat of poaching. By making a contribution to the incredible work that Project Rhino KZN does, we are heling to save an important part of our South Africa heritage,” he says.

Pure Beginnings will be donating R10 from every Limited Edition Fu Time Kids Wash sold to Project Rhino KZN. This financial donation will contribute to the five priorities Project Rhino has identified:

  1. Rhino security
  2. Community engagement, education & awareness
  3. Legislation & Judiciary
  4. Lobbying & strategic relationships
  5. Fundraising, public awareness & accountability a brand used every day by children, Pure Beginnings identify that they have an opportunity to not only contribute financially, but also to use the product as a means to educate and connect with kids about rhinos. 

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