100% Pure
100% Pure: Original Clean Beauty since 1999
Who is behind 100% Pure? Founder and Creative Director is Susie Wang. Through her work in product development at cosmetics companies, she became aware of issues in the cosmetics industry that inspired her to create her own cosmetics line, containing only natural ingredients and produced without animal testing. Together with James Wang and Ric Kostick, she founded 100% Pure.
What does 100% Pure stand for? 100% Pure is our commitment to making pure and healthy products that are environmentally sustainable and ethically responsible. We strive to live with compassion, kindness, and empathy, to be environmentally sustainable, and to improve the lives of people and animals. At the same time, we support many charities to give back to our global community.
What do we mean by "pure"? In our products, whether body care, shampoo, or makeup, we use only natural ingredients. By this, we mean substances derived from nature and subjected only to biological processes such as fermentation, distillation, and cold processing. All our 100% Pure products contain no thickeners or water to dilute and extend formulas. Instead, we use plant-based hydrosols like aloe juice, fermented rice water, or tea as a base. Every ingredient in our products serves a purpose for the skin!
Plant-pigmented cosmetics: 100% Pure products are colored with fruit, vegetable, tea, and other plant pigments that contain vitamins, antioxidants, and other phytonutrients. This philosophy is especially evident in decorative cosmetics – for example, in natural foundation, rouge & bronzer or in vegan mascara, where plant pigments and selected waxes provide intense color and definition. This distinguishes the products from conventional dyes, which may contain tar, lead, or other heavy metals.
