Pure Beauty: salon skincare brands from a family shop in Lichfield

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Pure Beauty is an independent skincare shop run from a Georgian townhouse in Lichfield, Staffordshire. It started when a local beauty therapist's husband began selling Dermalogica online from his loft office, and today the same building houses both the family's salon and the room where online orders are picked and packed. Fewer than ten people work there, and the team says it aims to reply to emails within an hour or two on working days.

The shop suits anyone who already uses professional skincare brands and wants to buy them from a smaller retailer. Dermalogica is still at the heart of the range, alongside Elemis, Medik8, SkinCeuticals, Murad, CeraVe and Jan Marini, with haircare from Olaplex, Color Wow and GHD. You can browse by brand, by product type, or by skin concern such as dryness, oiliness or sensitivity.

What's worth a look

• Dermalogica Dynamic Skin Recovery SPF50 (50ml) is one of this week's Dermalogica picks, currently £57 against a usual £76. It's a daily moisturiser with sun protection, aimed at drier skin.
• Dermalogica Daily Microfoliant (74g), a powder exfoliant that's one of the shop's top Dermalogica sellers, is currently £60.55 (was £65).
• Elemis Pro-Collagen Cleansing Balm (100g) is currently £55, and the October Elemis code below takes a fifth off.
• SkinCeuticals Blemish + Age Cleanser (240ml) is currently £41.60, down from £52, as part of the SkinCeuticals products of the week.
• Elemis Aching Muscle Super Soak (400ml), from the body and bath range, is currently £52.

Prices change often here because of weekly promotions, so check the product page before you order.

Current offers

Pure Beauty publishes its current discount codes on its own Discount Offer Codes page. At the time of writing these included:

• 20% off Elemis with code ElemisOct26, valid until 31 October 2026.
• 20% off SkinCeuticals with code SkinCOct26, also valid until 31 October 2026.
• 5% off a long list of brands, including Dermalogica, Medik8 and Olaplex, with code 30SEP26 until 6 October 2026.
• 25% off this week's Dermalogica products of the week, plus 20% off selected SkinCeuticals lines such as the Blemish + Age Toner and Cleanser.
• 25% off selected Elemis body products, including the Frangipani Monoi Body Oil and Exotic Lime and Ginger Salt Glow.
• A free Dermalogica Cleanse, Tone and Smooth Kit, worth £24.95, with Dermalogica orders over £60.
• Free Royal Mail Tracked 48 delivery on UK orders over £30.

Codes can be used once per customer, only with a registered account, and not on products already in the Wednesday or weekend offers.

How to save more

• Join Pure Beauty Rewards: you earn points on every order, get 500 points on a first order under £100 (1,000 if it's over), and 1,000 points for each friend you refer who orders.
• Students can get a discount through Student Beans; see the student discount page for how to apply the code at checkout.
• If you live near Lichfield, you can choose to collect your order from the salon instead of waiting for delivery. There's a £15 minimum order.

Products, prices and offers checked on the store's own website on 4 Oct 2026. Prices and stock can change.

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Pure Beauty codes & deals today

5%off brands

Ends Tuesday

5% off a wide range of brands with code 30SEP26

Terms

P26Get code

20%SkinCeut.

20% off SkinCeuticals with code SkinCOct26

Ends 31 Oct · Terms

t26Get code

20%Elemis

20% off Elemis with code ElemisOct26

Ends 31 Oct · Terms

t26Get code

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