100% Pure

Long before "clean beauty" became the beauty industry's favorite marketing buzzword, there was a brand quietly revolutionizing the space from a solar-powered facility in California. Founded by cosmetic chemist Susie Wang, alongside Ric Kostick and James Wang, 100% Pure was born out of a genuine need for transparency and safety in skincare and makeup [100% PURE Review: Where Clean Beauty Actually Means Clean - The Good Finds]. While working in labs for major cosmetic conglomerates, Susie discovered that many conventional ingredients were highly unstable or laden with harsh chemical preservatives. She knew there had to be a better way.

The brand's true lightbulb moment came with the invention of Fruit Pigmented® makeup. Instead of relying on synthetic dyes, heavy metals, or iron oxides to tint their blushes and lipsticks, 100% Pure literally harvests vibrant colors from antioxidant-rich fruits and vegetables like cherries, beetroots, and pomegranates [100% PURE Review: Where Clean Beauty Actually Means Clean - The Good Finds]. It’s a brilliant fusion of nature and science that ensures every time you swipe on a lipstick, you're also treating your skin to a potent dose of vitamins.

Today, operating out of their eco-friendly, solar-powered headquarters in San Jose, California, the brand continues to push the boundaries of natural formulation [Behind the Brand: The Story of 100% PURE]. They utilize advanced technologies like cold-processing and natural nanotechnology to ensure their plant-based actives remain potent and effective. It’s a heritage built on absolute purity—no parabens, no phthalates, no artificial fragrances, and absolutely no compromises.

• Coffee Bean Caffeine Brightening Eye Cream: A legendary, best-selling eye treatment that smells like a fresh vanilla latte and visibly depuffs and brightens tired under-eyes using green tea and coffee extracts [Behind the Brand: The Story of 100% PURE].
• Fruit Pigmented® Full Coverage Water Foundation: A hydrating, skin-quenching base that offers flawless, buildable coverage while soothing the skin with aloe and green tea [All Natural Face Makeup & Beauty Products | 100% PURE].
• Vitamin C Serum: A potent, lightweight serum that utilizes stable vitamin C and green apple extract to dramatically brighten the complexion and boost collagen production [100% PURE – Laurel & Reed].
• Fruit Pigmented® Ultra Lengthening Mascara: The holy grail of natural mascaras, coating lashes in a glossy, clump-free formula tinted with black tea and cocoa [100% PURE – Laurel & Reed].
• Blood Orange Cleansing Balm: A decadent, citrus-scented balm that effortlessly melts away stubborn makeup and daily grime, leaving the skin incredibly soft and nourished [100% PURE – Laurel & Reed].
• Multi-Vitamin + Antioxidants Potent PM Serum: A powerhouse nighttime treatment packed with niacinamide, vitamin C, and retinol to smooth texture and restore radiance while you sleep [100% PURE – Laurel & Reed].
• Bamboo Blur Powder: A silky, translucent setting powder made from 100% bamboo silica that blurs pores and controls shine without ever looking cakey [100% PURE – Laurel & Reed].

• Founded: 1999 [100% PURE: Organic & Natural Beauty Products]
• Country of Origin: USA (California)
• Price Range: $16 - $72
• Cruelty-Free & Vegan: 100% Cruelty-Free (PETA Certified Beauty Without Bunnies) and heavily vegan [Cruelty-Free Cosmetics: What You Need to Know].
• Where to Buy: 100percentpure.com, select clean beauty boutiques like Laurel & Reed.

Yes! The brand is strictly formulated without synthetic chemicals, artificial fragrances, chemical preservatives, or artificial dyes. They use natural, plant-based ingredients and preserve their products using proprietary natural stabilization methods.

Instead of using synthetic FD&C colorants or heavy metal dyes, 100% Pure tints their cosmetics using the natural pigments found in fruits, vegetables, tea, and cocoa. This means your makeup is packed with the same antioxidants found in those foods.

Absolutely. They are certified cruelty-free by PETA's Beauty Without Bunnies program and refuse to test any ingredients or finished products on animals [Cruelty-Free Cosmetics: What You Need to Know].

To maintain their strict cruelty-free status and avoid China's animal testing requirements for physical retail stores, 100% Pure uses a third-party warehouse in the US to ship directly to Chinese consumers online, bypassing the testing laws [The Truth About Animal Testing].

Yes, sustainability is a core pillar. They use recyclable boxes, compostable packing peanuts, and glass containers wherever possible, and their manufacturing facility is 100% solar-powered [100% PURE Review: Where Clean Beauty Actually Means Clean - The Good Finds].