Purit has remained a major player in the antiseptic liquid category for over 25 years. Prior to 2017, the brand was recognized as one of the preferred antiseptic liquid for babies.

The brand, however, went through repositioning in 2017 to explore a wider range of audience in the general use category. The repositioning was kicked off with the “Tough on Germs... Mild on Skin” theme. It exists to guarantee total protection from germs for every Nigerian.