100% PURE™ isn’t just our name. Or just our ingredient list. 100% PURE™ is a commitment to producing the purest, healthiest products and educating everyone on why being 100% PURE™ is so important. We strive to live with compassion, kindness and empathy; to be environmentally sustainable and to improve the lives of 6 billion people and animals while also being charitable and giving back to our global community.
Our Natural Ingredients
Guaranteed PURE
All 100% PURE™ formulations adhere to strict purity standards and will never contain harsh or toxic ingredients
Naturally Pigmented
We source our pigments from fruit, vegetables, tea, and cocoa to avoid commonly used FD&C colorants and heavy metal dyes
Completely Cruelty-Free
Our commitment to animal welfare means that we will never, EVER test on animals – and that our products will always be certified cruelty-free
Ingredient Sourcing
We go through a painstaking process to make sure each ingredient sourced is never animal sourced
How We Define Natural:
An ingredient or formula composed of plant, mineral, and/or marine vegetation that undergoes chemical changes due to biological processes such as fermentation, distillation, and cold processing
As a renowned chemist, one of 100% PURE founder and chief creative Susie Wang’s proudest accomplishments is her discovery and utilization of fruit pigments in cosmetics — an innovation that has revolutionized the natural makeup industry and challenged the conventional method of using toxic chemical dyes.
Susie discovered fruit pigments one day while picking berries in her garden. She noticed how easily the vibrant colours stained her skin, and she knew she had discovered something berry special.
Why We Use Fruit Pigments
Susie’s discovery of natural stains — later called “fruit pigments” — were patented for use in natural makeup by Wang and co-founder Ric Kostick. Since then, 100% PURE has used only fruit, vegetables, tea, coffee, and cocoa to colour our extensive collection of natural makeup products. Not only are our fruit pigments as natural as it gets, they’re also chock-full of vitamins and antioxidants to offer naturally occurring, nutritional benefits to support skin health.
Don’t get the wrong idea: we’re all for bold and pretty hues, electric eyeliners, lips that pop, and megawatt highlighters for glowing cheekbones. What we’re not so okay with are the toxic dyes and synthetic chemicals being absorbed into our pores while we wear those conventional cosmetics. They can affect anything from our skin moisture levels to our hormone balance, and it’s not worth it!
By cultivating ingredient lists that pretty much mirror your farmer’s market shopping lists, we’re able to create our own fruit pigmented® color wheel. Our range of hues – illustrated in nude makeup palettes to high-drama matte lips – are all created from real fruit dyes and plant pigments. And we’re not just talking about berries. We formulate our colours with cherries, tomatoes, beets, peaches, papayas, teas, cocoa, edible flowers, pomegranates… just to name a few!
£24.50
This dark mascara lengthens and separates lashes without clumping, smudging, or flaking. It also coats...
Épuisé
Hydrating and invigorating shampoo gently purifies while adding bounce, body, and luster. Kelp thickens and...
£25.00
Anti-aging, super moisturizing lipstick made with pomegranate oil and shea butter to keep lips soft...
Épuisé
Our moisturizing Lip Glaze collection is made with real fruit pigments, plus avocado and cocoa...
£13.00
De-puffs, boosts circulation, and brightens dark circles with caffeine from coffee and green tea. Anti-aging...
£24.50
Luscious, lash volumizing mascara that won’t clump or flake. Infused with Maracuja oil, lash conditioning...
£24.00
This creamy, long-lasting eyeliner pencil glides easily onto lids to line and define your eyes,...
£24.50
Hydrating and invigorating shampoo gently purifies while adding bounce, body, and luster. Kelp thickens and...
£43.00
Fruit pigmented® foundation plumps and hydrates skin with soothing aloe and toning green tea. Flawless...
£25.00
A luxurious blend of 11 medicinal mushrooms, hyaluronic acid & quinoa peptides for intense hydration...
£23.00
Lightweight eyebrow gel defines and sculpts for a full, more polished look. Green tea leaf...
£20.00
Our pressed eye shadows are colored with vibrant, vitamin-rich fruit pigments and natural mineral shimmer...
Épuisé
Banish frizz and flyaways with this hydrating, yet lightweight serum fortified with nourishing Vitamin E...
£30.00
Minimizes shedding, stimulates hair growth, and deeply cleanses and clarifies scalp. Won't strip or dehydrate...
£40.00
Talc-free, fruit pigmented® pressed powder foundation absorbs oil and reduces shine with medium coverage, mattifying...
Épuisé
Ultra shiny lip gloss made with restorative vitamin E and real fruit pigments. Softens and...
£7.00
Hydrating eye masks made with cooling cucumber and natural caffeine to de-puff the eye area....
Épuisé
A skin brightening face mask made with vitamin C to promote collagen and elastin production,...
Épuisé
Ultra-hydrating, anti-aging mask uses ginseng to promote collagen production and a more supple, firm complexion,...
Épuisé
Ultra-hydrating, anti-inflammatory mask uses caffeine to calm redness and restore dry, sun-damaged skin while soothing...
£28.00
Re-Surfacing. Reveal glowing skin with our exfoliating cleanser made with green apple, licorice, citrus and...
Épuisé
Plant Alternative to Retinol. This skin softening, moisture-magnet facial oil serum gives you the same...
Épuisé
Ultralight serum foundation looks and feels like a second skin. Fruit pigmented® formula offers anti-aging...
£28.00
Fruit pigmented® concealer is water, sweat, oil, and cake-resistant. Creamy, shea butter enriched formula provides...