PURE and Rue Madame Fashion Group (RMFG) are thrilled to introduce a brand new lifestyle and wellness brand – KURIOS. It marks the rebirth of PURE Apparel and offers a unique selection of great finds for the body and mind, from around the world.

KURIOS is a wellness and fitness concept that has a dynamic and aspirational brand identity within the PURE family. The distinctive brand logo represents the inquisitive eye and mind that is rich in curiosity and ready to open up shoppers to a whole new and unique brand experience. The brand’s colour palette comprises of three shades- calming blue, serene sage and an energising sunshine yellow. The combination of all three are symbolic of an active lifestyle, a well balanced mind and unlimited ‘kuriosity’.

The store showcases British athleisure brand Sweaty Betty’s entire multi-sport activewear and lifestyle range, from run and yoga to workout and swim, along with workout kits and accessories. It also includes a selection of premium apparel brands from the United States including: Spiritual Gangster, Alo Yoga and Beyond Yoga providing more options to choose from.

KURIOS is also offering a range of clean cosmetics brands including Everyday Humans, FRE, Zero Yet-100 and ABYSSIAN all of which use non-toxic ingredients, are cruelty-free and tailor-made for your skin. For lifestyle and accessories KURIOS is thrilled to be providing exceptional multi brands: Sentara, Bala, Liforme, Luuna and Kando all of which will create an uplifting workout style and bring a positive vibe in fashion respectively.

Celebrating the inauguration on 8th September 2022 at Peninsula Office Tower, KURIOS will collaborate with nood food for a special lunch set as well as an exclusive offer for customers to receive a HKD100 cash voucher with any purchase at nood food.

With more exciting offers to boost up the celebration vibe, customers will receive a free Yoga Mat Tote Bag upon a single HKD2,300 net spend or above at any KURIOS stores in Hong Kong.


KURIOS is a wellness and fitness concept brand with outlets in Hong Kong, Shanghai, Beijing and Singapore. A part of the PURE family, their driving goal is to ignite kuriosty for the body and mind with a selection of great brands and products discovered and sourced from around the world.

Websites: www.be-kurios.com | Instagram: @be_kurios | #be_KURIOS