About Us
Helping Plants Thrive, One Home at a Time
At Purived, we believe that caring for houseplants should be simple, effective, and enjoyable.
Plants bring life, warmth, and beauty into our homes. But keeping them healthy can sometimes feel complicated. That's why we create straightforward plant nutrition and growing essentials designed to help plant parents give their plants the care they need—without unnecessary complexity.
From our concentrated liquid plant foods to premium potting mix, every Purived product is created with one goal in mind:
Help you grow happier, healthier, thriving plants.
Our Story
Purived began with a love for houseplants.
Our founder, Nicole Lugo, originally worked in marketing and helped with her husband's photography and graphic design business. While staging scenes for commercial photo and video shoots at their Idaho modern farmhouse, Nicole noticed that artificial plants couldn't provide the natural warmth and character she wanted.
So she started bringing real plants into her creative spaces.
One plant became several.
Several became dozens.
Before long, Nicole had around 75 houseplants and had officially embraced her passion for indoor gardening.
As her collection grew, so did her interest in understanding how to care for plants properly.
The Idea Behind Purived
Nicole's experience with plants eventually led to a simple realization: she wanted a houseplant fertilizer that fit naturally into her indoor plant routine.
She wanted something that was easy to use, odor-free, colorless, concentrated, and designed to provide plants with essential nutrients.
Together with her husband, Jason, she began experimenting with plant nutrition on their five-acre hobby farm.
Jason was already making apple cider vinegar from heirloom apple trees and brewing compost tea for outdoor plants. That experience helped inspire the idea for a dedicated fertilizer designed specifically for indoor plants.
When the pandemic brought their creative businesses to a temporary halt in 2020, Nicole and Jason decided it was the perfect time to turn that idea into something real.
Purived officially launched in February 2021.
Born From a Plant Obsession
What started as a personal solution quickly became a growing brand for plant lovers.
Today, Purived creates plant nutrition products and growing essentials designed to make plant care more accessible and enjoyable.
Our collection includes:
We continue to develop products based on the real needs of people who love growing plants at home.
Simple Plant Care
We don't believe you need to be a professional horticulturist to have beautiful, healthy plants.
Plant care should be approachable.
Our products are designed with simplicity in mind. For example, our concentrated Houseplant Food dissolves easily in water and is formulated to provide essential nutrients without complicated preparation. A 16-ounce bottle can make up to 50 gallons of nutrient solution.
We also create educational resources to help customers understand how and when to use our products.
Because better plant care starts with better information.
Made for Plant Parents
Purived is for everyone who gets excited when a new leaf appears.
For the person propagating their first pothos.
For the collector with a growing Monstera jungle.
For the orchid lover waiting patiently for the next bloom.
For the succulent enthusiast with plants covering every sunny windowsill.
Whether you have one plant or an entire indoor jungle, we're here to make the journey easier.
Quality With Purpose
We believe plant products should be effective without making things unnecessarily complicated.
Our liquid plant nutrition products are designed to be water-soluble, odor-free, and easy to incorporate into everyday plant care. Purived also describes its products as made in the USA and emphasizes environmentally conscious characteristics such as being groundwater safe.
Our premium potting mix was developed with a soil scientist and is formulated to balance drainage, aeration, and moisture retention while leaving fertilizer out of the mix so growers can control their own feeding routine.
Growing Beyond Our Products
Purived isn't just about selling plant food.
We're passionate about helping people become better plant parents.
Through our Plant Talk articles, educational resources, product guides, and community, we share practical information that can help people understand their plants and enjoy the process of growing.
Because sometimes the best part of having plants isn't the finished result.
It's watching something grow because you cared for it.
Giving Back
Our passion for growing extends beyond houseplants.
Purived supports LugoRico, a nonprofit organization founded by Nicole's husband that works to empower agricultural communities in Puerto Rico. In 2023, Purived contributed financially to LugoRico, and in 2024 the partnership helped support six small farmers across Puerto Rico through resources, education, and financial assistance.
We believe growth should be shared.
By supporting growers and agricultural communities, we hope to contribute to stronger, more sustainable local ecosystems and livelihoods.
Our Mission
Our mission is simple:
Make plant care easier, more accessible, and more enjoyable for everyone.
We want to help plant lovers understand their plants, provide them with the right nutrition, and create thriving green spaces wherever they live.
Every plant has different needs.
Every plant parent has a different journey.
We're here to help make that journey a little easier.
Keep Growing
Since launching in 2021, Purived has grown from a small passion project into a community of plant lovers.
But our philosophy hasn't changed.
We still believe in the joy of a new leaf.
The excitement of a new plant.
The satisfaction of seeing healthy roots.
And the simple happiness that comes from turning a home into a lush green space.
We're continuing to learn, create, and develop better solutions for plant parents everywhere.
Grow with confidence. Care with purpose. Keep growing.
Welcome to Purived. |
