Air So Pure is a unique growers’ collective that has turned ordinary houseplants into something extraordinary. It’s essentially a brand of air-purifying indoor plants cultivated by a network of passionate growers. Founded in 2007, the concept arose when a handful of Dutch peace lily (Spathiphyllum) growers realized their plants could do more than look pretty – they could clean the air. In fact, research (including a NASA study) showed Spathiphyllum’s strong air-cleaning ability, which inspired these growers to join forces and launch the Air So Pure brand.
The Air So Pure Identity
What began with just a few growers and one type of plant has since expanded into an association of about 14 member growers, all dedicated to producing plants with proven air-purifying effects. From day one, Air So Pure set out to market indoor plants not just by their beauty but also by their benefits. Each plant in the collection is selected for its scientifically tested ability to improve indoor air quality, setting these varieties apart from your run-of-the-mill houseplants.
These special plants actively remove pollutants like excess CO2, benzene, and formaldehyde from the air, while adding back oxygen and humidity to the environment. In other words, an Air So Pure plant doesn’t just sit in the corner looking green – it’s quietly working to make your home, office, or shop a healthier place to be. And that, in a nutshell, is what Air So Pure is: a brand that turns greenery into natural air purifiers, all under a single reassuring label.
Florists and plant retailers may recognize the Air So Pure logo on pot tags or packaging – a mark that tells both you and the customer that the plant isn’t only attractive, but also contributes to a healthier indoor climate. Over the years, Air So Pure has become one of the best-known consumer brands in the plant industry. This is unusual in floriculture, where individual plant varieties or growers usually get the spotlight. But Air So Pure’s clear, recognizable branding ('A World of Wellbeing') has successfully created a consumer-facing identity around these air-improving plants. For florists, that means the brand gives you a ready-made story to tell: you’re not just selling a plant, you’re offering a natural way to cleaner air and better living.
What the Brand Stands For
The philosophy behind Air So Pure is that houseplants are more than decorative items—they’re partners in creating a healthy living environment. As the Air So Pure team puts it, water, earth, and air are the main ingredients for life on earth, and their goal is to help people reconnect with those elements even indoors. Air So Pure hopes to spark a 'green revolution' that improves everyone's everyday life by filling our homes, schools, and workplaces with lush green plants.
Clean air and human health are at the heart of the brand’s mission. Air So Pure emphasizes how its plants contribute to both physical and mental wellness. Cleaner air means easier breathing, fewer headaches, and better focus – and who wouldn’t want that in a stuffy office or a classroom? The brand often highlights specific lifestyle benefits: for example, placing these plants in a workspace can create a healthier work environment, promote a better night’s sleep in bedrooms, and help improve overall air quality anywhere at home.
The overarching message is that a greener space leads to a happier, healthier you. “Houseplants are more than just decorative elements; they contribute to a healthier living environment,” Air So Pure notes, since their air-purifying plants can reduce stress and boost daily well-being.
Education & Creating Awareness
This grounded, wellness-oriented stance is something florists can relate to and communicate – it gives an added purpose to the beauty of plants. Beyond wellness, Air So Pure also stands for education and awareness. The brand actively works to inform consumers about the positive effects of plants on indoor climate. Whether through in-store promotions, informative tags, or online content, they constantly share tips on how "you’ll feel more comfortable with plants around you."
A great example of this ethos in action is a recent campaign in Dutch schools. In 2023, Air So Pure teamed up with others in the industry to launch a 'jungle classrooms' initiative, literally turning phone-free classrooms into green oases filled with plants. The idea was to improve the atmosphere and boost students’ concentration by surrounding them with living greenery – a direct demonstration of the brand’s belief in plant power. Studies showed that plants in class give students and teachers more energy and reduce stress, so the campaign replaced distractions (like mobile phones) with nature’s calming presence.
For Air So Pure, it wasn’t just a marketing stunt; it was a chance to stand up for better learning environments and to make tangible the notion that plants improve lives. Social responsibility is another pillar of what Air So Pure stands for. The brand doesn’t just talk about well-being in theory; it also gives back to communities to spread that well-being around. One recent example was on Plant Fascination Day in May 2024, when Air So Pure helped provide a 'green boost' to 125 vulnerable families in the Netherlands by donating packages of houseplants.
Working alongside local charities, the team made sure families in need could enjoy the benefits of green, healthy homes. And after major consumer fairs in late 2024, Air So Pure and partners donated over 1,000 leftover plants to charities in both Germany and the Netherlands, bringing a bit of warmth and fresh air into the lives of underprivileged youth and families.
Aligning With Sustainability Goals
These initiatives show that the brand genuinely lives its values. It’s not just about selling plants; it’s about spreading wellness and happiness through green gestures, large and small. Florists worldwide can appreciate this sincerity – it feels good to be part of an industry that strives to improve the world, one plant at a time. Importantly, Air So Pure also stands for sustainability and forward-thinking practices. In today’s floriculture sector, sustainability is a growing concern, and Air So Pure is fully on board with greener practices for a healthier planet. The growers in the Air So Pure network adhere to strict quality and sustainability requirements – each grower must commit to eco-friendly methods and to upholding the brand’s high standards before their plants wear the Air So Pure label.
The collective has even aligned itself with industry-wide sustainability goals. For instance, Air So Pure is part of a coalition of forward-thinking Dutch grower groups pushing toward 100% sustainable floriculture certification by 2027.
This means all plants under the brand would meet stringent environmental and social responsibility standards. It’s a challenge the group embraces that is in line with their belief that green businesses should truly be green. From investing in energy-efficient greenhouses to using recyclable packaging, the brand and its members are continuously finding ways to lessen their footprint. For consumers and florists alike, this commitment adds another layer of trust – choosing Air So Pure means you’re also supporting growers who care about doing the right thing for future generations.
What Makes Air So Pure Unique?
Air So Pure isn’t the only plant brand out there, but it does have a special recipe that sets it apart. First and foremost, the brand is purpose-driven. Many grower alliances focus on sheer quality or novelty of plants, but Air So Pure was built around an idea – the health benefits of plants, which gives it a distinct identity. “Contrary to other grower groups whose focus is mostly on intrinsic quality, Air So Pure is much more purpose-driven and adds real meaning to houseplants,” noted Remco Hill, president of the Air So Pure growers’ network, in a story on AIPH.org.
This sense of purpose infuses everything the brand does. It transforms a simple green plant into a story about cleaner air, relaxation, and feeling good. That emotional connection is unique in the plant world. Customers aren’t just buying Chlorophytum comosum or Spathiphyllum; they’re buying into the promise of a healthier home. For florists, this is a powerful selling point that can set your offerings apart – you’re providing plants with a story and a science-backed benefit. Another unique aspect is the collaborative nature of Air So Pure’s model. It’s not one giant corporation or a single grower’s brand; it’s a tight-knit association of multiple expert growers. Each member specializes in certain plant varieties, but they all unite under the Air So Pure banner to promote the broader concept of air-purifying plants.
This collaboration means a florist or garden center can get a whole assortment of different plant types – ferns, palms, lilies, ivies, you name it – all curated to meet the Air So Pure criteria. The result is a comprehensive collection of greenery that covers many tastes and interiors, yet every single one has that 'Air So Pure effect'. The growers share knowledge and align on standards, so whether a plant comes from Nursery A or Nursery B, if it’s got the Air So Pure label, you know it’s going to perform in terms of air purification and quality. This collective approach was somewhat pioneering; Air So Pure effectively created one of the first consumer-facing quality seals for houseplants, a concept that was something quite unusual in the world of plants back when it started. That trend has only grown with today’s wellness movement, but Air So Pure remains a leader that others look up to.
A Fresher, Calmer Atmosphere for Everyday Life
A living room filled with lush Air So Pure plants provides more than just decor – it creates a fresher, calmer atmosphere for everyday life. These plants are carefully chosen for their ability to improve air quality, helping people feel more relaxed and energized in their homes.
The brand’s continuous innovation and marketing savvy also make it stand out. After fifteen years in the market, Air So Pure underwent a major refresh in late 2022 to keep its message resonating. At the big Royal FloraHolland Trade Fair in Aalsmeer, the group unveiled a new corporate identity – vibrant colors, modern logo, and all – to better communicate the importance of healthy, clean air in a contemporary way. They toasted to a healthy future with partners and customers as they revealed the updated look and vision. This wasn’t just a superficial rebrand; it reflects the brand’s deepening story. The new slogan 'A World of Wellbeing' is front and center, and Air So Pure has doubled down on educating consumers about how plants can improve your work, learning, and relaxation spaces.
Few plant brands go to such lengths to engage with the public. Air So Pure frequently appears at trade shows, consumer fairs, and events with interactive green installations – from selfie spots surrounded by plants, to workshops on decorating with greenery. All of this draws people in and spreads the word in a fun, accessible way.
Promoting a Well-Being-Integrated Lifestyle
Lastly, what truly makes Air So Pure unique is its holistic view of what a plant brand should be. It’s not just pushing sales; it’s promoting a lifestyle where plants are integral to well-being. The brand exists at the intersection of horticulture and wellness, of commerce and conscience. It speaks to plant lovers, health-conscious individuals, and design enthusiasts alike. For florists everywhere, Air So Pure offers a refreshing approach: it gives you quality plants with a purpose that your customers can feel good about. Selling an Air So Pure plant means you’re offering a small 'green boost' to someone’s life – and that’s something special. In an industry often driven by fleeting trends and novelty, Air So Pure’s focus on natural purity and sustained well-being is a breath of fresh air, literally and figuratively. By standing for cleaner air, happier minds, and a greener planet, this brand has carved out its own niche in the floral world.
All images courtesy of Air So Pure.
