Purifide has partnered with London bagel brand It's Bagels for a Soho activation designed to challenge common misconceptions around acne. By combining skincare with a food-led experience, the campaign takes a more relatable and positive approach to education, encouraging consumers to rethink the connection between diet and breakouts.

The collaboration highlights how beauty brands are increasingly using unexpected partnerships and experiential activations to engage audiences in culturally relevant ways. By meeting consumers in lifestyle spaces beyond traditional retail, brands can create more memorable interactions while driving product discovery and trial.