100 Percent Pure

100 Percent Pure

100% PURE is a Silicon Valley-based “clean beauty” brand founded in 2004 by Susie Wang, James Wang, and Ric Kostick. The company is best known for its innovation in Fruit Pigmented® technology, where makeup shades are derived from fruits, vegetables, tea, and cocoa rather than synthetic dyes or heavy metals.

Core Philosophy & Standards

The brand operates under a strict “purity” mandate, focusing on high-performance formulas that avoid common toxic additives.

Fruit-Based Pigments: Instead of FD&C colors (synthetic dyes), they use the natural hues of raspberries, pomegranates, and black tea.
Ingredient Purity: They avoid synthetic fragrances, chemical preservatives, and cheap fillers. Even their water is purified or replaced with organic aloe juice.
Cruelty-Free: 100% PURE is certified by PETA and Leaping Bunny. They do not sell in countries (like mainland China) that require animal testing.
Vegan Transition: While historically “vegetarian” (using honey or beeswax), they have been transitioning their entire catalog to be 100% vegan since 2020.

Top-Selling Products

If you are looking to try the brand, these are their most celebrated “cult favorites”:

Product	Why It’s Popular
Coffee Bean Caffeine Eye Cream	Their #1 bestseller; uses three types of caffeine to depuff and brighten eyes.
Fruit Pigmented® Mascara	Colored with black tea and berries; famous for its pleasant smell and lash-lengthening finish.
Vitamin C Serum	A stabilized aloe-based serum designed to brighten skin and boost collagen.
Luminous Primer	A silicone-free primer that uses light-reflecting pigments to create a “glowy” base.

Recent Evolution

In early 2026, the brand announced a more transparent approach to color. While they remain committed to natural ingredients, they have begun incorporating specific FDA-approved synthetic dyes (labeled as CI numbers) in select formulas to achieve higher color vibrancy and performance while maintaining their strict non-toxic safety screenings.

Sustainability

The brand is highly focused on its environmental footprint:

Their headquarters in San Jose, California, is 100% solar-powered.
They use recycled and recyclable packaging, including glass and post-consumer plastics.
Shipping materials include biodegradable packing peanuts made from corn starch.