Primally Pure Challenges Beauty Industry’s Status Quo with Bold Marketing Campaign

Primally Pure, a skincare brand rooted in family farming, is challenging the beauty industry’s status quo with a bold campaign that advocates for transparency and authenticity amid often misleading “clean” beauty claims.

The brand has unveiled its new brand identity with a provocative marketing campaign that reflects its commitment to regenerative agriculture.

To highlight its unique use of animal-based ingredients rooted in ancestral practices, one ad declares, “Beef Fat on Your Face Makes You Hotter.” Marketers says the tongue-in-cheek messaging reflects the ancient nose-to-tail philosophy, where every part of the animal was utilized to honor and respect its life, according to the brand.

“As we expand, our goal remains to provide clean alternatives that are as effective as they are pure,” said Bethany McDaniel, founder of Primally Pure. “This campaign is designed to capture the attention of a wider audience and showcase the benefits of our products.”

Enhancing Its Connection to Sustainable Practices

As part of its rebrand, Primally Pure will establish its own regenerative farm to enhance its connection to sustainable practices. The brand – which initially launched as an offshoot of McDaniels’ family’s regenerative livestock farm, Primal Pastures – will soon begin supplying some of its own ingredients to establish a more active role in its full product life cycles.

The new brand identity, which includes updates across all owned channels and packaging, will be amplified through a nationwide Out of Home (OOH) marketing campaign that rolls out today in key cities including New York City, Los Angeles, Austin and Dallas.