Pure Fiji has initiated and supported numerous charitable projects in recent years with a focus on environmental conservation, education, healthcare and socio-economic development. With a longstanding dedication to creating positive impacts beyond the beauty industry, Pure Fiji's philanthropic initiatives demonstrate its corporate social responsibility and have been a driving force in empowering communities by helping students, providing food banks and sponsoring healthcare initiatives.
Pure Fiji has demonstrated a commitment to supporting communities in times of crisis. The company delivered food packs to families affected by cyclones and during the pandemic has helped alleviate hardships by providing needed supplies.
At St. Vincent’s College, Natovi, Pure Fiji has installed solar panels to provide hot water to the school and established an on-site infirmary for students to access essential medical care while pursuing their education. In the aftermath of Cyclone Winston in 2016, Pure Fiji supported the community's recovery efforts with mattresses, pillows, and linen for 350 boarders and 30 laptops for its secondary school. Pure Fiji also initiated the planting of citrus trees at St. Vincent's College.
During the pandemic, Pure Fiji helped to provide meals twice weekly to 155 borders and supported the oncology ward at the CWM Hospital with renovations to the hospice room that included more comfortable chairs for chemotherapy patients and toiletry packs for all patients in the oncology ward. Currently, Pure Fiji sponsors a 24-hour helpline available in all languages for patients and families.