A gentle retinol alternative

Pure Radiance Serum

$48.00 USD

Pure Radiance Serum is a barrier-safe facial serum built around bakuchiol, which is nature's most studied retinol alternative. It promotes cell turnover, smooths fine lines, and evens out skin tone without the redness, peeling, or sensitivity that come with traditional retinoids.

Every ingredient in this formula is here for a reason: cacay oil delivers up to 3x more natural retinol activity than rosehip, pomegranate and prickly pear seed oils flood your skin with antioxidants, and a non-oxidizing form of vitamin C brightens without destabilizing.

This is what anti-aging looks like when you stop fighting your skin and start working with it.

👵 Smooths the appearance of fine lines and wrinkles
🐮 Evens out skin tone and brightens dull skin
💪 Promotes healthy cell turnover without irritation
💧 Deeply hydrates with antioxidant-rich oils
❤️‍🩹 Protects against environmental stress and free radical damage
🤰 Pregnancy and breastfeeding safe, no synthetic retinoids or known hormone disruptors

Key Ingredients:

✨ Bakuchiol: Clinically shown to deliver retinol-like results (improving fine lines, firmness, and skin tone) without irritation, photosensitivity, or hormonal concerns. 
✨ Virgin Cacay Oil: One of the richest natural sources of retinol activity, with up to 3x more vitamin A than rosehip oil. Also packed with vitamin E and linoleic acid for deep nourishment.
✨ Tetrahexyldecyl Ascorbate (Vitamin C): A stable, non-oxidizing, oil-soluble form of vitamin C that penetrates deeper than traditional ascorbic acid. Brightens skin tone and boosts collagen without the instability issues of most vitamin C serums.
✨ Astaxanthin: One of the most powerful antioxidants found in nature, significantly more potent than vitamin E. Protects against environmental damage and gives the serum its natural golden-red hue.
✨ Virgin Organic Prickly Pear Seed Oil: Exceptionally high in vitamin K and linoleic acid. Helps reduce the appearance of dark spots and under-eye circles while deeply hydrating without heaviness.
✨ Virgin Organic Pomegranate Seed Oil: Rich in punicic acid, a rare omega-5 fatty acid that supports skin elasticity and helps protect against environmental stress.

Full Ingredient List: Virgin Cacay Oil, Virgin Organic Pomegranate Seed Oil, Olive-derived Squalane, Virgin Organic Prickly Pear Seed Oil, Organic Jojoba Oil, Virgin Buriti Oil, Bakuchiol, Tetrahexyldecyl Ascorbate (non-oxidizing Vitamin C), Vitamin E (Non GMO Tocopherol), Astaxanthin

Fine Lines and Wrinkles
Dull or Uneven Skin
Sensitive Skin
Pregnancy-Safe
Hormone-Conscious Skincare
Dark Spots

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Revival · Tallow Balm

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Tallow Lip Balm

For smooth, hydrated lips

$5.99 USD

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  • grass-fed & finished tallow
  • based in Oklahoma
  • Hormone-Safe Formulas
  • Clean Ingredients Only

A Gentle Retinol Alternative

Pure Radiance starts with bakuchiol, a plant-based retinol alternative that delivers real results without the trade-offs. No synthetic retinoids, hormone disruptors, or harsh chemicals fighting your skin. Just clinically studied ingredients doing the work retinol does, without doing the damage.

Bakuchoil

The foundation of this formula. A plant-based retinol alternative that smooths the look of fine lines and evens tone, without the redness or peeling.

Virgin Cacay Oil

One of nature's richest sources of retinol activity. Rich in fatty acids and Vitamin E to revitalize dull skin, natural support cell renewal, and improve overall skin texture.

Virgin Organic Pomegranate Seed Oil

Rich in punicic acid, a rare omega-5 fatty acid that helps support skin elasticity and defend against everyday environmental stress.

Astaxanthin

One of the most potent antioxidants found in nature. Significantly more potent than vitamin E, which helps support skin's natural glow and resilience, and gives it the golden-red hue you see in this formula.

How To Use Pure Radiance

  1. Cleanse

    Start with clean, dry skin. Use morning and night, before the rest of your skincare routine.

  2. Apply

    Apply 3-5 drops and press gently into your face, neck, and chest. Let it absorb for a moment before layering anything on top. If you're using a Pure Good tallow balm, apply the serum first and let the balm seal it in.

  3. Repeat!

    Use morning and night from day one. There's no adjustment period, no purging, and no need to avoid the sun. Don't forget your neck and chest.

Pro tip: No need to ease in slowly. This isn't a synthetic retinoid, so your skin won't need time to adjust the way it does with traditional retinol.

FAQs

Traditional retinol works by forcing rapid cell turnover, which is effective but comes with a cost — irritation, redness, peeling, sun sensitivity, and for many people, months of "getting through" the adjustment period. Bakuchiol has been clinically shown to deliver comparable results in smoothing fine lines and improving skin tone, but it does it without triggering inflammation. It's also not a hormone disruptor, which means it's safe for anyone who's hormone-conscious.

We always recommend consulting your doctor before adding any new skincare product during pregnancy. That said, Pure Radiance contains no synthetic retinoids, no known hormone disruptors, and no ingredients flagged for pregnancy. This is one of the reasons we built the formula around bakuchiol.  It gives you the anti-aging benefits of retinol without the ingredient concerns that take most serums off the table during pregnancy and breastfeeding.

That's the astaxanthin! It’s a naturally occurring antioxidant that's responsible for the golden-red hue. It's not a dye or added color. It's one of the most potent antioxidants in nature and it's doing real work for your skin.

Most customers notice a difference in skin texture and brightness within the first two to three weeks. Fine lines and tone improvements tend to become more visible around the four to six week mark. 

All of them. The oil-based formula is lightweight enough for oily and combination skin, nourishing enough for dry skin, and gentle enough for sensitive and reactive skin. If traditional retinol has ever been too harsh for you, this was made with you in mind.

  • Free of Hormone Disrupters
  • free shipping over $75
  • Made in America
  • 5 stars: 82 (86%)
  • 4 stars: 6 (6%)
  • 3 stars: 5 (5%)
  • 2 stars: 1 (1%)
  • 1 star: 1 (1%)
M
Meg C.
Honestly delightfully surprised

I have wasted SO much money on alllll kinds of skincare products throughout the years - I wish I would’ve found this sooner!! Idk why I ever believed I needed $150 serums and a 10-step routine?! 🤯 My skin changed a lot after my 2nd baby (now more normal to dry) and so did my skincare routine (honestly just getting my face washed each day is a miracle lol IYKYK). What also changed was my desire for more clean, simple, wholesome ingredients. I had seen Pure Goods products and saved them in my cart a few times over the past year but finally pulled the trigger after some concerns over some ingredients in a face cream/serum blend I recently purchased. I can confidently say I’m never going back!! The serum has a neutral / not overwhelming smell, a little goes a long way (it recommends 2-3 pumps but I only need 1), easily conforms to my skin, and settles quickly so I can put on my makeup in 3 mins after applying. I feel great about the cleaner ingredients on my skin and definitely have more of a natural healthy glow. I can’t wait to try more products & not-so-secretly hoping / waiting for you to make makeup foundation 👀 🙏

Meg C. review photo
M
Michele G
Serum

I love the serum! It soaks right into your skin!

M
Mary

Everything was awesome!

S
Sarah

I'm a repeat customer for the tallow, but thia is the first serum I've purchased and I love it. I truly hope this company sticks around for a long time because I would be devastated if I had to replace their products, or if they changed their ingredients, however I don't mind the recent change to jojoba oil. Their integrity as a company is unmatched. I have a LOT of skin sensitivities and these are the best skincare products I have ever used by far.

D
Denise Rogers
Great Serum!

I love this serum! It actually absorbs in to my skin and I just love that. Some serums I've used never absorb but this one does! ❤❤❤

C
Charlene Young
Awesome product

I love this revival serum . It does exactly what it claims to do . I’m 63 and it makes my skin so supple and hydrated. My face is soft and the fine lines are less visible ‼️Thank you for all puregood products . It will be my go to from now on .

K
Kate

Love!

B
Brooke Beato

I just am started using the retinol but I love how it feels on my skin. So far I have loved all of Pure Goods products.

G
Ginger Conwell
pure radiant serum

Love this stuff! My skin has improved so much!

S
Susan

I love the way this goes on my face and absorbs quickly. I like the fact that it has no sent. As far as if it works, it’s too early for me to know. I just began with this product.

K
Kassidy Koch

Love this stuff. I love all of their products. I swear my forehead looks less wrinkly and my skin is glowing. Love the lip balm, too. I’ve used tallow for years and this is by far my fave.

L
Lisa Hayes
Favorite Serum

This is my favorite serum I've ever used. I love how hydrating it is, and my face has a brighter glow to it. I also love that it's made with clean and good for you ingredients.

K
Kristen
Fantastic!

Love, love, love this CLEAN serum! Helps my face stay hydrated and the brown spots are gone!

M
Molly

Love this product!! Makes my skin feel amazing and fine lines and wrinkles have decreased as well.

T
Tammi Campbell
Miracle in a little blue bottle

Oh my goodness where do I begin?! I started using the tallow balm and was instantly impressed with how it smoothed the fine lines, gave my skin that needed suppleness and how I had a healthy glow to my 63 year old face & neck! I had so many compliments and questions about what I was using!)and it quickly became a daily routine for me and I swore nothing could top it! BUT THEN….you introduce Pure Radiance and let me tell you it has changed my skin and my life lol!! I use it every morning and it has helped smooth out the fine crows feet around my eyes, gave me an answer to combat that sagginess my jaw line and neck was starting to experience. I use the tallow balm at night so I get the benefits of both and no worries about unhealthy ingredients- just pure good in every bottle and jar! 63 looks great on me! I can honestly say that and feel it too! Thank you so much for making a product/ingrefients/ I can trust on my sling with true results!!

L
Lisa

Love❤️

R
Robin E Richey
Feels good

Feels good on my very sensitive skin. It hasn't worked any miracles, but then again I'm 70 years old. I like that they have started using jojoba oil. It helps to massage in jojoba oil and then apply the serum. Really makes my skin look a little younger. I love the natural ingredients. Wish you made some shampoo for thinning hair.

S
Stacie Orosz

Love!

M
Martha

I really love this

J
Jeri Kunkel
Feels nice going on...

Can't say I've noticed any difference in my skin. Not sure I'll purchase it again.

L
Lisa

Love how the serum soaks in so easily and used with the tallow balm, my skin feels so soft and moisturized! I love it so far.

K
KELLY

I’ve only been using this product for a couple of days but so far it’s fantastic. My skin feels hydrated and looks brighter already. A little goes a long way!!

N
Nevin Murchie

Loved everything about it! My skin is much more supple!

M
Mariya

Do not like the smell at all. It’s very off putting and I feel like people could smell it on me. Have not seen any positive effects. Will wait a little longer to see if it works.

S
Sue Rowe

So far I love it…

J
Joyce

Love my products and service

I
Ingrid Cordone

All your products are superb, the serum I use in the morning and at nite I just love it

J
Juliana

Sofar so goid. Enjoying this product

P
Patricia

Love this stuff it has made a big difference in my skin. Will definitely be reordering!!

A
Afton
Hydrated and Soft

Love this! Once it’s absorbed my skin feels hydrated and soft

J
J'Lean Burton
Still trying

Feels good on my face that much is true. Haven't really seen a change in wrinkles or lines but it certainly helps in softness

A
Aubrey Saunders
Amazing

Feels great on my skin. Some have an issue with the smell, to me it is very mild. No complaints here!! Love it

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