The End of Pure
- Andre Chen
- Jun 7
- 5 min read
Updated: Jun 11
The End of Pure
Yes, the Pure has Died! Long live the King .... for some reason, someone pulled the plug! and stop production immediately.... and why ?? Why ?WHY? ... well someday well know..
There is much to write about this ....but for now, while I mourn, the transcription of the mail that I send to my dear "friend" (I prefer to anonymize,,,its not important)
"Dear "Friend (not the pure..but the person who called me...)"
First of all, thank you for the heads-up about Pure. “It is what it is” — that’s what I said during our call.
A company has to make tough decisions sometimes, and I completely understand that.
But… when I arrived at the clinic and shared the news with Liliana, my dental nurse, Elena, and the whole team, it felt exactly like you’d expect when someone dies. A dark, shadowed feeling — a heads-down remembrance of a fallen warrior.
In 2015, we were young, free, and rebellious — and no one knew about us when we first met Pure. It was wild, beautiful, and somehow apart from implant dentistry as we knew it. Ceramic implants were just a mirage, and nobody really understood them.
Today, as we say goodbye, Pure is recognized — by far — as the best ceramic implant on the market, and my career is thriving, hour by hour. What a team we became.
When Pure found me — or maybe I found Pure — we met each other and changed everything: my life, our lives, both professionally and personally.
When you all (Straumann Global and Portugal) shared the bad news with me on Zoom, it felt like I was being told that a relative, a family member, or a dear friend had died. You know how it is — always seeking comfort and rest from the news.
Indeed, if Pure were a person, he would have been one of my best friends in dentistry! He never let me down over the years, and I never let anyone jeopardize or mess with his credibility — protecting him from friends or foes, even from top speakers and professioris….who might have wanted to see him fail. He never, ever fell.
We had one hell of a journey together: inspiring young generations, inspiring patients and students, breaking boundaries, and proving that ceramic implantology has a real future.
So many memories and stories......
We never allowed him to be “just” used in animal studies or “only” in clinical trials for the fame and glory of some random dentist. We never used him only to discard him the next day. We shared him every day. We moved universities, cities, and countries — case by case, patient by patient — until he became a daily companion, solving everyday challenges with me.
Pure is the soul and foundation of ceramic implants. He was the last refuge when everything else failed. He is the gold standard for every newcomer in the field and the core of scientific evidence.
No one in 2025 can claim that this implant fails, breaks, or disappoints. Not even the ITI Consensus could leave the monotype out. But from now on, unfortunately, he will belong to that sad list of “non-commercially available implants” — and that is simply not fair.
For me, Pure was a statement. A life-changing event that forever shaped my career and the lives of those around me. It forged friendships that will last a lifetime. It changed patients’ lives — those who once seemed doomed to have metal in their mouths — and forever transformed ceramic implant credibility.
It changed Instagram and social media. It took me from the smoky study clubs in Belgrade to the sunny events in Brazil. It brought me friends from the US to Turkey, from Argentina to Japan. It featured in the ITI books, the ESCI book, in every magazine, every journal. We incorporated every new technology into it — the anatomical healing abutments over the 2P Pure — unbeaten! The immediate central incisors glowing on EAO stages!
Pure was the driving force — the will and the consistency — to fulfill my goal as a student when Elena caught me stealing an ITI book in 2007 in New York (no money, but in love with Volume 1 of the ITI) to finally be present in Volume 14, paying her the promise to feature in one of the ITI books.
Pure was synonymous with high-end dentistry, quality, and state-of-the-art implantology — for me and for every patient treated.
Pure was the fighter against these newly perimplantitis-free, unrealistic tendencies, and his presence was a hoisted flag against all outliers in the market!
Pure was the example of quality control and cleanliness in every company, friend or foe.
“Mouth jewelry,” as Artemis said in the arena of confidence, passed with distinction in ZIRG, ESCI, ICOI, EACim, and others. It passed official events , underground talks, non-official statements, unbeaten ,,,,, the pure was an unbeaten implant.
So yes, today is a sad day — for ceramic implants, for implantology, for my team, and for me.
The question is: How can the best implant in the market go down ??????
The end and the "death of the pure" is in a way, an industry statement that we prefer to finance periimplantitis and all roadshows of speakers and machines to treat it, than to embrace proven solutions to decrease prevalence.
Is shouting out loud that we have to continue to have the same shoes for everyone! metal for everyone! so be it!
Of course, I will embrace the next generation, but we must never, ever forget the experience we had with Pure.
It was a legacy, a friend a life-changing Implant!
It shaped dentistry it shaped patients
It shaped the way we think and made us have Pure thoughts 💭 ……..
See you soon and again thanks for letting me be part of the journey!
André
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