Pure Paw Paw is an Australian skincare brand primarily recognised for its multi-purpose papaya ointment. This product is a small tube of balm designed to address dry lips, cracked skin, cuticles, minor irritations, and various beauty applications. The brand markets itself as an “all-Aussie, all-purpose wonder ointment” and has cultivated a dedicated following in Australia and internationally.

The company launched Pure Paw Paw in 2013 with the objective of revitalising the traditional papaya-ointment category and introducing its benefits to a new generation. According to parent company Core Metrics, the brand has since expanded its distribution to 15 countries. 1

Pure Paw Paw is a relatively recent entrant compared to older Australian paw-paw ointment brands. According to its parent company, Core Metrics, the brand entered the market in 2013. The concept involved taking the established idea of papaya-based ointment and rebranding it with a contemporary, colourful, and beauty-oriented identity.

The brand’s original product was a 25 g tube centred on Australian-grown tropical fermented papaya. Over approximately a decade, the range expanded from the initial ointment into multiple flavours and, more recently, into body-care products.

It is important to distinguish that Pure Paw Paw is not the same entity as Lucas’ Papaw Remedies. While both are Australian products associated with papaya/paw-paw ointments, they are separate brands owned by different companies. Lucas’ Papaw Remedies has a history spanning over a century, whereas Pure Paw Paw launched in 2013.

The name “Paw Paw” refers to papaya, botanically classified as Carica papaya. Pure Paw Paw states that its papaya is grown in Tropical North Queensland and subsequently fermented by the company’s team.

Fermented papaya is considered the defining active ingredient in the ointment. Current descriptions indicate that the formulation contains 39 mg of fermented Australian papaya fruit per gram of ointment.

However, Pure Paw Paw is not simply pure papaya paste. It is a formulated topical product where petrolatum and beeswax provide the occlusive, balm-like texture. For instance, the current Original formulation lists the following ingredients:

• Petrolatum
• Carica papaya extract
• Cera alba (beeswax)
• Potassium sorbate
• Sodium benzoate
• Flavour

Thus, the brand name highlights its hero ingredient and identity rather than implying the product consists solely of papaya.

Ointments

The Original Paw Paw Ointment remains the core product that established the brand. It is a thick, protective topical balm intended for areas requiring moisture and protection. The brand markets it for uses such as:

• Dry or chapped lips
• Dry and flaky skin
• Dry cuticles
• Minor cuts and grazes
• Minor bites
• General dry patches
• Eyebrow grooming
• Flyaway-hair control
• Makeup and beauty applications

Pure Paw Paw positions this product as suitable for both skincare and makeup routines, distinguishing it from conventional single-purpose lip balms.

The Original version is available in 15 g and 25 g formats, with the 15 g variant featuring a lip applicator. The brand has also developed flavoured versions, including:

• Original
• Strawberry
• Grape
• Watermelon
• Passion Fruit
• Coconut
• Cherry
• Blackcurrant
• Mango

Official pages describe an eight-flavour core range while highlighting newer launches, meaning the exact assortment may vary as the range evolves.

Body Care

Beyond the traditional ointment tubes, Pure Paw Paw has expanded into body care. The current website features products such as body wash and lotion, reflecting the brand’s transition toward becoming a broader skincare label rather than remaining solely an ointment producer.

Pure Paw Paw’s branding diverges significantly from the medicinal presentation traditionally associated with Australian paw-paw ointments. Its identity combines Australian origin, tropical fruit imagery, skincare benefits, beauty appeal, and playful flavouring.

The brightly coloured tubes and fruit flavours position the product closer to a beauty accessory than a first-aid item. This strategy has helped the brand appeal strongly to consumers who utilise the ointment for multiple beauty purposes beyond simple dry-skin relief. The company notes that the brand developed a strong social-media following around these unconventional uses.

Cult Status

Pure Paw Paw describes itself as a cult-beauty brand, claiming millions of tubes have been sold globally. Part of this popularity stems from the product’s versatility; rather than requiring separate items for each issue, Pure Paw Paw promotes the concept of one small tube capable of performing many functions.

Highlighted uses include:

lip balm, cuticle care, eyebrow grooming, flyaway-hair control, glitter grip and cheek highlighting. 2

This “one product, many uses” proposition is central to the brand’s consumer appeal.

A significant element of Pure Paw Paw’s identity is its Australian provenance. The company states:

• The papaya is grown in Queensland.
• The papaya is fermented in-house.
• Products are manufactured in Melbourne.
• The business is Australian-owned and operated.

This creates a distinctly Australian narrative: a tropical Queensland agricultural ingredient combined with local manufacturing and modern beauty branding. The company further describes itself as family-owned, operating under Core Metrics, a business with more than 30 years of experience in the skin and beauty industry.

Pure Paw Paw states that its products are not tested on animals and that the brand is cruelty-free. However, the ointments are not vegan because they contain beeswax (Cera Alba). This distinction underscores that being cruelty-free does not necessarily equate to being vegan.

Marketing for Pure Paw Paw extends beyond conventional skincare, positioning the ointment as an inexpensive multi-purpose beauty tool. The brand promotes usage for:

• Brows: Keeping eyebrow hairs in place
• Hair: Smoothing flyaways
• Lips: Adding moisture and shine
• Cuticles: Softening dry cuticles
• Cheeks: Creating a glossy or highlighted appearance
• Glitter: Helping loose glitter adhere
• Makeup: Various small makeup techniques 3

This differentiation allows the brand to sell the idea of a pocket-sized beauty multitasker rather than just a standard papaya ointment.

Pure Paw Paw is distributed in several international markets, including Indonesia. In Indonesia, the brand is available through Watsons stores. 4 Watsons Indonesia lists the product as originating from Australia and carries variants such as Original, Strawberry, Watermelon, Grape, and Passion Fruit. 5

The presence in these markets confirms that Pure Paw Paw operates as part of a broader international footprint rather than serving only the Australian domestic market.

Pure Paw Paw occupies a unique position between several categories:

• Lip balm: Due to its moisturising and protective properties for lips.
• Skincare ointment: Marketed for dry and irritated skin areas.
• Beauty product: Valued for makeup and grooming applications.
• Australian lifestyle product: Defined by its sourcing and manufacturing origins.
• Cult product: Amplified by social media engagement and word-of-mouth.

Its competitive advantage relies less on complex skincare formulations and more on versatility, recognisable packaging, Australian provenance, and a memorable hero ingredient.

Compared to traditional paw-paw ointments, which predate Pure Paw Paw by decades, the brand attempted to modernise the category upon its 2013 entry. The evolution can be summarised as: Traditional paw-paw ointment → modernised → colourful → flavoured → social-media-friendly → beauty multitasker.

As of 2026, Pure Paw Paw has evolved from a single hero ointment into a broader Australian skincare and body-care brand. While the portfolio still revolves around the original papaya ointment, the company continues to expand into body care, presenting Pure Paw Paw as a complete everyday skincare proposition. Its official site currently describes the brand as an Australian all-purpose ointment and promotes both Ointments and Body Care categories.

In summary, Pure Paw Paw is an Australian skincare brand launched in 2013 by Core Metrics, best known for its colourful, multi-purpose ointments made with fermented Australian papaya, which it has transformed from a traditional skin-soothing concept into a globally marketed cult beauty product.

1. Official Pure Paw Paw website
2. About Us | Pure Paw Paw Ointment
3. Buy Australian Pawpaw Ointment Online | Pure Paw Paw Ointment
4. Pure Paw Paw
5. PURE PAW PAW, Pure Paw Paw Pawpaw Ointment Original 25G