At its inception Too Pure was largely preoccupied by the so-called Camden Lurch scene, through its 'Sausage Machine' night in North London (documented by its Now That's Disgusting Music (1990) compilation).

Eventually Too Pure secured UK release rights as long as the album was licensed to Island Records for the rest of the world.

The label had some notable successes at college radio in the US, with both Laika and Long Fin Killie playing Lollapalooza.

In 2009 Paul Riddlesworth took over the reins of the Too Pure singles club signing bands that include Pulled Apart by Horses, Friendship, Bear Hands, JEFF the Brotherhood, The Lucid Dream, DZ Deathrays, Fear of Men, The Lovely Eggs, Dead Skeletons, Deaf Club, False Advertising, 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.