We were frustrated.
With labels that meant nothing. With health products that felt like marketing gimmicks. With brands that said “clean” — but delivered chemicals, sugar alcohols, and synthetic junk.
So we started pure® with one idea:
What if we built something people could actually trust — from the first scoop to the last ingredient?
That meant being radically transparent.
Working with doctors, not influencers.
Choosing quality, not convenience.
And building products that actually work — no bloat, no fillers, no fake promises.
We’re not in this to flood the shelves.
We’re here to build clean daily nutrition, guided by real science and real standards — one product at a time.
"It started with one conversation, one mission: to build what the industry wouldn’t.”
— Mario Radosavljevc & Dr. Alla Zaentc | AEON Clinic, Atlantis the Royal, Dubai
From Monaco to Dubai
The Man behind the brand
Mario Radosavljevic, a former professional football player in the Premier League and Multipreneur, born in Serbia, moved from Monaco to Dubai to change the way we see and use Nutrition.
“Driven by performance in sport, design, and health — Mario brought elite standards to everyday wellness.”
Meet the Founder Mario Radosavljevic
Founder of pure® — from pro athlete to wellness reformer.
After a career in professional football and multiple ventures across Europe and the Middle East, I realized something was broken in the world of nutrition: no one was telling the truth.
In 2019, while living in Monaco, I was diagnosed with thyroid cancer — and that changed everything. I was forced to return to a clean, active lifestyle. That’s when I discovered just how bad the supplement industry had become.
Most products sounded more like cleaning agents than nutrition.
Labels full of promises, but packed with synthetic junk. Marketing buzzwords pretending to be science. And no one seemed to care what these things actually did to the human body. So I decided to create what I couldn’t find on any shelf.
I moved to Dubai not just for the sunshine — but to live life differently. To spend more time with my family. To breathe, to build, and to live with purpose. Because let’s be honest — life is stressful. Whether you run your own business or lead a big company, stress isn’t going anywhere.
If you want to avoid it completely, you'd have to move to an island, smoke weed, and listen to reggae all day. (No judgment. Just not realistic.)
That’s why I started pure®.
To create the cleanest, most honest protein in the world. Made in collaboration with functional medicine doctors — not marketers or influencers.
Certified by the Dubai Municipality.
And designed for people who care deeply about what goes into their body.
This isn’t just a supplement.
It’s a standard.
— Mario R.
State of the Art Design-Studio
Where Science Meets Simplicity.
Behind every scoop of pure® is over three years of intensive formulation work.
We partnered with EU chemists, nutritionists, and functional medicine doctors to create a protein that does more than build muscle — it supports real health.
No synthetic additives. No unnecessary fillers. No trends.
Just clean nutrition, built to deliver results you can feel — every single day.
Certificates for best practices
Globally Certified. Locally Trusted.
We don’t just claim purity — we prove it.
pure® is certified by:
✅ Dubai Municipality for Food Safety
✅ EU-Compliant Food Standards
✅ Halal Certification
✅ GMP Manufacturing Compliance
This is what makes pure® different: our protein is sold not just online, but in leading functional medicine clinics like AEON Clinic at Atlantis The Royal.
That level of trust can’t be bought — it has to be earned.
The Entrepreneur DNA
2019
Planning the move to Dubai
Moving from my home in Monte Carlo, Monaco to Dubai was one of the hardest decisions I’ve ever made — but I’ve never looked back.
After my career in professional football ended, I poured everything into building a premium manufacturing brand. In 2008, I launched LOMA Refined — creating performance parts for luxury and motorsport cars. We won championships at the Nürburgring, Sebring, and more. I was proud. But I didn’t realize I was becoming a workaholic.
In 2019, I was diagnosed with stage 5 thyroid cancer. That wake-up call changed everything. The successful surgery in Monaco was just the beginning — I knew I needed to transform my lifestyle from the ground up.
It was time to change my life — and help others too.
2020
3 Years of Dead Ends and Eye-Openers
The hardest part of building pure® wasn’t the idea — it was what I learned about the supplement industry.
Most manufacturers had one rule: take what’s in stock. No origin. No testing. No standards.
One even offered to ship white powder in unmarked bags, no ingredients, and let me label it however I wanted.
If something went wrong, it would be my legal responsibility. Not theirs.
That was the moment I knew:
This industry needs to change.
2021
Finally Found a Partner… But What I Asked For Didn’t Exist
I finally found a manufacturer who shared my vision. But there was a catch:
The product I wanted — no one had made it before.
The R&D team warned me:
“It could take up to three years to create something this clean — good enough for doctors to trust.”
The investment? Obscene. I said yes.
Fire free. No shortcuts. No compromise.
“I didn’t want good enough. I wanted the formula my own doctor would give me.”
2022
On my way to Dubai
Finally settled in Monaco and ready to start a new chapter — destination: Dubai. But what I didn’t expect was how dangerous this city could be… for someone like me.
Dubai is a place where everything feels 100 years ahead of Europe. Opportunities everywhere. Innovation at every corner. It’s paradise for an entrepreneur — and a trap for a workaholic.
I had to remind myself:
Slow down.
Focus on your new target.
Stick to the plan.
And when I forget? My wife is always there to remind me. 😄
2025
In the UAE, I Found Paradise for Visionaries
The UAE is heaven for entrepreneurs.
The level of support and opportunity — if you follow the rules — is unlike anything most people have experienced.
Every day, people travel here for elite health care and next-gen wellness.
So what better place to launch a movement — to help people break free from fake marketing and harmful supplements?
This is where we change the industry. For good.
THE BRAND
You Trust
“Because trust isn’t built overnight — it’s built with every clean scoop.”
