Our Philosophy
Pure Sea was born from two hearts, shaped by life experiences, challenges, and a shared desire to create something meaningful — a place where new rituals could inspire a healthier, more connected way of living.
What began as a personal journey became a vision: to create a hidden sanctuary where guests can slow down, reconnect with nature, and rediscover themselves.
Nestled among the fynbos with uninterrupted views of the ocean, every room at Pure Sea is designed to make the landscape part of your stay. Wake to endless ocean views, unwind in a warm bath or refreshing shower, relax in bed as the light changes across the horizon, or savour tapas on your private terrace as the sun sets over the sea.
Here, luxury is found in the details — space, stillness, nature, and the freedom to simply be.
Every view, every moment, and every carefully considered space invites you to step away from the everyday and into a more intimate connection with nature and yourself.
Pure Sea is more than a place to stay. It is a place to pause, reconnect, and experience a different kind of luxury.
Biophilic design is more than simply a love for nature, it’s a celebration of its healing potential. It has influenced modern design by promoting design with natural materials such as wood, stone, coco and rattan, as well as natural fabrics.
The idea is to bring nature into our living spaces: plenty of natural light, spaces that open the outdoors, oversized windows, and an abundance of plants. In an increasingly urbanized world, a biophilic design helps reduce stress and stimulate creativity.
Borrowing from traditional Japanese aesthetics, wabi-sabi is a philosophy centred around the acceptance of imperfection and transience. The aesthetic embraces asymmetry, roughness, simplicity, economy, austerity, modesty, intimacy, and the appreciation of both natural objects and the forces of nature. The ancient spiritual teachings of the three marks of existence are key pillars: impermanence (無常, mujō), suffering (苦, ku) and emptiness or absence of self-nature (空, kū).
COCO-MAT
Based on the idea that our body (or soma in Greek) naturally knows what is right (ortho in Greek) for it, we have developed highly elastic mattresses that can perfectly adapt to any shape and form. Multiple layers of natural materials are stacked inside each product. No metal springs are used. Harder layers, such as coconut fiber, provide bodyweight support, while the more elastic layers of natural latex follow the body’s shape, gently hugging every curve.Instead of making your body adapt to the ways of a metal-spring mattress, we made a mattress that surrenders to your body. That’s the essence of the orthosomatic principle. Light, fluffy and naturally hypoallergenic, cotton is the undisputed king of COCO-MAT’s fabrics.
JUST PURE
Just pure is a natural, eco-conscious product range made of the best possible natural ingredients, with minimal to no preservatives. We believe that what goes on the body is as important as what we put in the body - beautiful for the body in every sense of the word. Just Pure offers unique natural skincare products formulated and developed in Hermanus, ensuring that we use locally sourced ingredients that are good for you as well as sustainable to the environment. the pure range is made in a creative environment, inspired by an awareness of the health benefits of using natural products, and a love of nature’s abundance.
CORINNE HAAS POTTERY
It is an immense privilege to be part of the “homecoming” of the human psyche in the current greater appreciation and understanding of the value of the handmade object. So, when you use your favourite cup for your morning tea or coffee ritual, you are partaking in this ancient, but contemporary tradition of ceramics’ ritual use, adding great meaning and connection to life through these small pleasures. With nearly 30 years of experience, Corinne brings extensive knowledge to the hallmark quality and recognizable design style she is well known for. This maturity in craftsmanship also gives chefs, restaurateurs and designers the assurance that products from our studio workshop will be of the best standards in authentic hand made ceramics.
KANGEN WATER
Kangen means "return to origin" in Japanese. Kangen Water® is alkaline water produced by Enagic's alkaline ionizer and water filtration machines. For more than 40 years, Kangen Water® has been used in Japan to help restore the body to its original, alkaline state. These machines can transform your ordinary tap water into healthy, fresh tasting alkaline drinking water. Kangen Water® is superior to tap and purified water. By choosing to drink alkaline water, you aid your body in returning to a balanced state.
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