Beauty Bosses: Alex and Erin Keyan, Co-Founders of goPure
Erin and Alex Keyan.
Our latest Beauty Bosses are Alex and Erin Keyan, Co-Founders of goPure—a a science-backed clean skincare company that delivers real, clinically-proven results. Their dermatologist-approved products have transformed more than 500,000 lives and are dedicated to empowering women of all ages. After discovering a gap on the market for clean and effective skincare, the couple decided to create a skincare line that was powered by safe and clean active ingredients.
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goPure’s premium-grade products feature natural botanicals, pure vitamins, and proprietary formulas that transform the appearance of skin without the irritation or harsh after effects. Their clean and safe formulas are combined with powerful and effective ingredients that are also affordable and accessible. All of their products are tested by Independent Laboratories and are hypo-allergenic, non-irritation, and 100% certified cruelty-free.
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The company is also dedicated to giving back, and with every goPure product purchase, a portion of proceeds are donated to Alex’s Lemonade Stand Foundation, which has raised over $200 million since 2005 to change the lives of kids with cancer by funding impactful research and supporting families affected by childhood cancer.
We chatted with the duo who shared the inspiration behind the brand, favorite beauty and wellness tips, and much more.
When was goPure founded and what does the name mean?
We founded goPure in 2017, and it was really important to us to have a name that communicated our values. Transparency, clean ingredients, and active ingredients that delivered real results are the start of every formulation in our portfolio.
goPure Dramatically Dewy Serum ($39) quenches skin for up to 72 hours after one use.
What inspired the creation of the brand?
We were both working at an online retailer that sold hundreds of skincare products when we noticed a huge gap in the market. Every option was either all organic, but didn’t deliver strong results, or they used tons of toxic ingredients to be effective. We launched goPure with a mission to clean up skincare routines—combining transparent, clean beauty with effective actives at responsible prices.
Does goPure have a hero product?
For hero products we’d definitely start with our 30% Vitamin C Dry Oil, which is a luxurious brightener that reduces the look of dark spots and hyperpigmentation. Other huge hits include our brand-new Glow Pure Tinted Mineral Sunscreen SPF, which provides a universal tint for every skin tone while moisturizing, as well as our Dramatically Dewy Serum that results in quenched-looking skin for up to 72 hours and a 190% boost in skin hydration. Most recently, we’re thrilled that our Tighten and Lift Neck Cream just went viral on TikTok, making it one of our new hero products that firms the look of crepey and saggy skin while lifting.
goPure Glow Pure Tinted Mineral SPF ($29) features a universal tone tint that matches all skin tones, and moisturizes and protects skin.
What are your favorite products from the brand?
We put so much into developing products we love, so it’s tough to pick—but here’s the short(ish) list:
Anti Wrinkle Moisturizer: Truly everything you could want in a moisturizer—rich, creamy, hydrating, and amazing at smoothing out fine lines and wrinkles.
30% Vitamin C Dry Oil: The epitome of luxurious, this dry oil is so incredible for your skin but never leaves a greasy feel on your face.
Advanced Repair Eye Cream: We go through jars of it constantly because it's so good—this formula seriously improves the appearance of under eye bags and dark circles.
Dramatically Dewy Serum: This milky serum is unlike any hyaluronic acid serum out there. It hydrates and moisturizes all in one, which is key to living in a dry climate like Los Angeles!
The Keyans founded goPure in 2017 with a mission to clean up skincare routines, combining transparent, clean beauty with effective actives at responsible prices.
Where are your products sold?
Anyone can get our products directly on our website as well as Amazon, but we’re always looking for ways to be even more accessible. We’ve recently expanded to med spas and beauty spas, and we’re excited to partner with retailers in the future.
Future plans for the brand?
Looking ahead, goPure wants to be a leader in the future of skin care! We’re investing so much energy into innovative formulas that will both fill the gap of affordable, effective products, and raise transparency and formula standards in the industry. We’re also excited to collaborate with creators and brands with fresh perspectives that will help us inspire and educate our customers.
Who inspires you?
We started goPure to change people’s lives for the better, and we’re inspired by people who do the same! Everyday we work towards improving the lives of our customers, our employees, and our community.
Secret to success?
We love our customers, and we think our success comes from refusing to compromise on bringing them the best products and customer experience every single day.
Beauty secrets?
Firstly, consistency for skin care is key. Even if there’s a night you’re too tired to do the whole routine, always wash and moisturize! Also, using our Advanced Repair Eye Cream on your forehead and mouth area works wonders for fine lines.
goPure Tighten & Lift Neck Cream ($49) features a proprietary firming complex to smooth and firm the look of the delicate skin of the neck and chest.
Wellness tips?
I think wellness is all about taking care of both your mind and body. To set a good tone for the day, every morning I write down three things I’m thankful for—but not just simple things like my house or my family, but the deeper things. Alex clears his mind and processes things by playing online chess. We both also love playing pickleball, and I carry my Hydroflask everywhere!
Best advice?
Whatever you want to do, don’t wait until you feel ready—just start. Even if you don’t really know how to do it or if you think you’re not good enough at it. Keep going and learning, and you’ll see progress bit by bit.
Favorite way to relax?
For us, relaxing means spending time with our family. We love getting into our kids' hobbies with them, and we always make time for weekly date nights.
For more information, visit goPure ’s website and follow on Instagram: @gopurebeauty
[Photos courtesy of goPure]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk