Too Pure started off as a small experimental label and built their reputation by releasing primarily alternative/independent music which they felt was being ignored by the major labels. At its inception the label was largely occupied by the so-called Camden Lurch scene, through its 'Sausage Machine' night in North London (which it documented with its Now That's Disgusting Music (1990) compilation). Faced with increasing money issues, 4AD co-founder Ivo Watts-Russell contributed a cash infusion by purchasing a third of the company. This enabled the label to continue, specifically to release the debut album from PJ Harvey. The label was briefly distributed in the US by American Recordings through Warner Bros. Records during the 1990s.
On 7 July 2008, it was announced on its Web site that Too Pure "is no more" and that "the artists currently on those labels will be released through 4AD," yet it will continue operating its Too Pure Singles Club. Too Pure is affiliated closely with the Beggars Group and from 1998 was run by Jason White, formerly of Foundry Records, following the departure of founder Richard Roberts. In 2009 the Too Pure singles club signed bands including Pulled Apart by Horses, Friendship, Bear Hands, Jehh The Brotherhood, DZ Dearhrays, Fear Of Men, The Lovely Eggs, Dead Skeletons, Deaf Club, Seize The Chair, Best Friends and HOOKWORMS. In 2013, the roster added Beard Of Wolves, Seasfire, Menace Beach, Black Moth, Department M, Lola Colt and Sealings.