Alexander, a Swedish petrolhead, started mixing his own car care products, based on his experience using global brands, he aimed to surpass them. After years of testing, he created pure:est, a selection of products that exceed what was in the market, and with a simple naming system that we still use to this day. Soon Carl, our technological mastermind and John, our Mr. Worldwide joined the team. Years later, our products are still made in Sweden!