PurErb was founded by Le Mieux Cosmetics founder and CEO, Janel Luu, and her two daughters, Gabrielle and Kayla, with a simple goal in mind—to produce professional-grade skincare using botanical ingredients and herbological principles. They knew there were many great natural ingredients that could deliver better results in skincare than ordinary products packed with silicones, sulfates, parabens, waxes and fillers.