100% pure

Founded in 2005 by Susie Wang, Ric Kostick, and James Wang, 100% PURE is a pioneering clean beauty brand that originated in a Napa, California farmhouse and is now headquartered in Silicon Valley. The brand's creation was sparked by founder Susie Wang's discovery of how easily cosmetic chemicals could damage surfaces, leading to a mission to create genuinely healthy, natural, and cruelty-free products. A hallmark of the brand is its patented, innovative use of fruit, vegetable, tea, and cocoa pigments to color its entire makeup line, avoiding synthetic dyes and heavy metals. This approach infuses their products, which include a full range of skincare, makeup, and hair care, with the antioxidant benefits of their natural color sources. The brand’s philosophy centers on a strict purity standard, with a commitment to producing the purest, healthiest products possible. All formulations are biodegradable, cruelty-free, and made without harsh or toxic ingredients. Key product lines include their fruit-pigmented® makeup, such as the popular Ultra Lengthening Mascara, and targeted skincare solutions like the best-selling Coffee Bean Caffeine Eye Cream. 100% PURE is also dedicated to environmental sustainability, operating from a solar-powered headquarters and utilizing recycled or recyclable packaging, non-toxic soy inks, and biodegradable packing materials. Through charitable partnerships, the brand actively donates to animal welfare causes and global reforestation efforts.