In a world full of greenwashing, 100% PURE stands tall as a clean beauty pioneer that doesn’t just say it’s natural—it actually is. The brand launched with a mission to create the purest, healthiest products, using only ingredients that are cruelty-free, ethically sourced, and never synthetic. Every product is carefully formulated in-house, using plant-based ingredients and often colored with fruit and vegetable pigments rather than artificial dyes.
What really sets 100% PURE apart is their definition of “pure.” No parabens, no phthalates, no artificial fragrances, no synthetic chemicals, no sulfates—and absolutely no compromises. That kind of commitment to clean beauty isn’t just a tagline here; it’s a lifestyle.
Founded by Susie Wang, Ric Kostick, and James Wang, the brand was born out of frustration with the lack of transparency in the beauty industry. Susie, a former cosmetic chemist, actually discovered a preservation method that led to the development of their famously stable formulations without relying on harsh chemical preservatives. This wasn’t a marketing move—it was a science-backed solution to a longstanding industry problem.
The brand also maintains strict control over manufacturing, which happens at their USDA-certified organic lab in California. This ensures their formulas remain as pure and potent as promised.
If that wasn’t enough, 100% PURE also walks the talk when it comes to sustainability. Packaging is recyclable, shipping is carbon neutral, and they plant trees with every order. It’s the kind of brand that makes beauty feel good—inside and out.
Why 100% PURE Isn’t Just a Label: Ingredient Integrity and Transparency
Before diving into hero products, it’s worth highlighting the brand’s unique take on formulation. Everything is plant-based, and even pigments in makeup are derived from sources like pomegranates, carrots, and cocoa. Instead of using titanium dioxide or iron oxides (often found in “natural” makeup), they choose to go the extra mile—sometimes literally harvesting color from beetroot or cherry.
Their commitment to ingredient transparency goes beyond just listing what’s not inside. The 100% PURE website clearly details each ingredient’s source and function. Customers know exactly what they’re putting on their skin and why it’s there.
The result? Formulas that are gentle but powerful. Skin is nourished, not masked. Makeup enhances without harming. And users don’t need to worry about allergens, irritants, or toxins slipping into their routines under vague umbrella terms like “fragrance” or “parfum.”
The Clean Beauty Bestsellers: Fan-Favorite Products That Deliver
These are the products customers keep coming back for—and for good reason. Each one combines clean ingredients with real-world performance, proving that natural doesn’t mean sacrificing quality.
This cult‑favorite eye cream delivers a potent caffeine boost to depuff, brighten, and hydrate the under‑eye area. With over 4,600 reviews, it’s consistently one of the brand’s most beloved skincare items
A standout in the makeup lineup, this mascara uses fruit‑derived pigments (like black tea and cocoa) plus vitamin E and provitamin B5 to lengthen and condition lashes. It has more than 5,300 reviews, making it the brand’s top mascara pick
This silicone‑free primer smooths texture and controls shine while infusing skin with sea‑weed collagen and antioxidants. With over 1,100 reviews, it’s a best‑seller among complexion preps
The Experience Beyond the Jar: Customer Service, Packaging, and Perks
Shopping with 100% PURE is more than just a checkout-and-go process. The brand has built a smooth, customer-centric experience from start to finish. Their site is clean, easy to navigate, and packed with educational content. Ingredient breakdowns, how-to-use videos, and user reviews help customers feel confident in their purchases.
Shipping is fast and free on orders over $50, and the packaging is as sustainable as it is sleek. Recyclable boxes, compostable packing peanuts, and glass containers where possible show their commitment to the planet extends well beyond marketing.
The brand also offers a reward program—PURE Rewards—where points are earned for purchases, reviews, and even social media engagement. Those points turn into discounts, so loyal customers get real benefits.
Need help? Customer support is responsive via email and chat. Their generous return policy allows 45 days for exchanges or refunds, which isn’t always the case with clean beauty brands.
Pros and Cons
Pros
No greenwashing. Every product is plant-based and free of toxins.
natural color payoff – Makeup looks fresh and vibrant, without synthetic dyes.
Ethically made from start to finish.
From compostable packaging to carbon-neutral shipping.
Frequent buyers are rewarded with actual savings.
Cons
Premium ingredients mean higher costs.
While they’re expanding, deeper skin tones are still underserved.
It’s natural, but still a potential irritant for ultra-sensitive users.
That’s the trade-off for avoiding synthetic preservatives.
How It Compares: What Sets 100% PURE Apart from Other “Clean” Brands
Plenty of beauty brands slap the “natural” label on products, but dig into the ingredient list and you’ll often find synthetics hiding behind vague terms. 100% PURE stands out because it doesn’t play those games. Everything is fully transparent, and formulas are developed in their own lab—not outsourced to generic manufacturers using mass-market templates.
Compared to other clean brands, 100% PURE leans harder into plant-based skincare science. While others may use synthetic stabilizers or colorants “approved” by clean beauty standards, this brand goes straight to the source—literally—to color their makeup with fruit and flower pigments.
They also maintain stronger control over their supply chain, manufacture in-house, and lead with sustainability across every step—from ingredients to packaging. That’s rare even among top clean beauty players.
Clean Beauty for All: Inclusivity, Accessibility, and the Road Ahead
100% PURE has done a solid job making clean beauty more accessible, but there’s still room for growth in inclusivity. While their formulations cater to a wide range of skin types—including acne-prone and sensitive skin—the shade offerings for complexion products remain somewhat narrow. More inclusivity in foundations and concealers would help the brand appeal to a broader base.
That said, 100% PURE has shown willingness to evolve. New launches continue to diversify their offerings, and customer feedback clearly influences product development. Their customer reviews often serve as a two-way dialogue, with the brand making tweaks or restocking favorites based on demand.
They’ve also started offering smaller “starter” sizes of hero products, making it easier for budget-conscious shoppers to dip a toe in without committing to full-size pricing.
Final Thoughts
100% PURE manages to deliver on its name—literally and figuratively. It’s a brand built on integrity, performance, and environmental mindfulness. Whether someone’s shopping for fruit-pigmented makeup, antioxidant-rich skincare, or gentle baby care, they’ll find formulas that are effective, ethical, and a joy to use.
Yes, it’s on the pricier side. But when looking at the ingredient quality, sustainability efforts, and performance, the value becomes clear. These are products that don’t just sit on the skin—they nourish it.
With an ever-growing catalog of skincare, cosmetics, and body products—all rooted in clean, transparent ingredients—100% PURE continues to lead by example in the natural beauty space. It’s not just a brand; it’s a movement. And for those who are serious about clean beauty without compromise, this one earns its place at the top.