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PureColor was started in 2010 when we saw an opportunity to develop better-performing, superior finishing products that bring out the unique and natural beauty of wood. Perhaps our goals were a bit lofty, but we were nothing if not determined. We decided to redefine the industry by setting a new standard in the application performance of stains and other finishing products, while making them safer to use.

For the first few years, we focused exclusively on refining our product and process. As a result, rather than working with an oil-based formula, we determined the future of the stain industry would benefit from a higher-performing, environmentally safe, water-based (low VOC) non-flammable formula that could ship in concentrated batches. This allows our large-scale industrial users to increase efficiency in their production, save money on shipping costs, and save floor space in their production facilities.

The finer, higher-quality pigment we began using as the base of our new formulas give PureColor products a distinct advantage when it comes to penetration of wood surfaces. PureColor’s deeper penetration results in more dramatic dimensionality; vibrant, deep, rich, striking colors. We began to offer a few of our colors on Amazon in late 2015. After this, little by little, we posted our original palette of 24 colors online in 2016 and 2017 and we have been building our color selection ever since. We now offer over 50 stock colors and a large array of custom colors which are available by email to: orders@purecolorinc.com

Over the years, even through tough times, we have stayed focused on our commitment to provide a superior, higher performing product that is safer to use than the more volatile offerings on the market. We source the rest of the components in our stain from American cosmetics suppliers and food ingredients distributors to ensure that PureColor stain is as safe and non-toxic as your everyday health and beauty products.  Today we are proud to be able to say that not only do PureColor’s Clean Chemistry™ finishes outperform the competition, they are also safe for the user and the environment. 

We choose to responsibly source our packaging. Even though it costs more, all of our products are proudly made in the USA and we buy our boxes, bags, and other supplies from American manufacturers who adhere to strict environmentally friendly codes in their facilities and who actively practice recycling/upcycling while manufacturing sustainable packaging. As a small women-owned and primarily operated business, we think it is important that by doing this, we not only protect the environment, but we also help create and protect American jobs.

We were thrilled and thankful when PureColor stain was voted "Best Eco-Friendly Stain on the Market" by Business Insider 2019 and again by Business Insider 2020!! This was/is so encouraging and makes us more determined than ever to keep providing and promoting eco products. As we all make wise eco-friendly choices every day, we will maintain a better world and create a brighter future!