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100% Pure


100% Pure Store Front
Image Provided by: Purity Cosmetics

Who They Are:

Founded in 2005 by Susie Wang, 100% Pure is beauty line that manufactures products in the USA that are free from synthetics, chemicals, artificial fragrances, detergents, artificial colors and toxins including lead. Their makeup products are colored with antioxidant-rich fruit and vegetable pigment, and are sans of synthetic dyes and minerals. This patent-pending natural way of pigmenting makeup products is a one-of-a-kind technique never seen before in a mass market makeup product. 100% Pure also offers an entire range of beauty products from skin care to hair care, bath and body products, hand care and even products for kids. Their beauty and skin care line are as equally natural as their makeup line, by only using natural and organic ingredients such as green tea, aloe, rose water and many others, plus natural and organic fruit and vegetable extracts. In the end you get a high-quality product that is rich in antioxidants, certified organic, vegan, gluten-free and always 100% natural.

100% Pure came to light from the partnership of Susie Wang, her boyfriend Ric Kostick, and her brother James Wang after Susie worked as a skincare formulator for large cosmetic companies. During her time with the leading cosmetic companies Susie learned of toxic chemicals being used in eye cream formulas and other products which accidentally eroded the lab table where she worked. From this experience Susie became passionate about creating a more pure line of products, so she partnered with her boyfriend and brother in order to create 100& Pure.

Where They Have Been Seen:

100% Pure has been featured in magazines worldwide including Whole Living, Fashion, Cosmopolitan, Obrazi, Downtown NYC, Seventeen, Prevention, Health, InStyle, O the Oprah Magazine, Vital, Allure, Marie Claire, Elle Canada, Elle US, People and many, many more. They also have a celebrity following, including Kate Hudson’s love of the 100% Pure Coffee Bean Eye Cream. Dr. Oz also named the Coffee Bean Eye Cream as “a top anti-aging innovation” (Dr. Oz, 2012). 100% Pure has also been featured in blogs across the blogosphere, from all countries and nationalities. Overall the line has been growing exponentially since 2004, and now has a loyal following of mid-level and expert makeup artists across the United States and worldwide.

The Products:

The 100% Pure line offers a wide variety of products for makeup, skin care, bath and body, hand care, hair care and kids products. Their makeup products cover your eyes, lips, face and cheeks, while also offering an extensive line of cruelty-free brushes and a variety of unique makeup sets for easy gift giving year-round. All of their makeup products are naturally pigmented from fruits and vegetables, which also give your skin a boost of antioxidants. Each product is certified organic, 100% natural, vegan (or vegetarian when honey is used), lead-free and gluten free. The line is also cruelty-free since they never test their products on animals. The hair from their brushes are also cruelty free since they are made of synthetic hair instead of animal hair. 100% Pure whole-heartedly supports animals by currently supporting various animal charities. They also plan to open animal sanctuaries in the future.

100% Pure is also a green company. Their product formula is biodegradable and all packaging is environmentally friendly through the use of recycled materials and bamboo pulp. The labels on the containers, marketing materials and catalogs are also green by using only non-toxic vegetable ink for all of their printing needs. The 100% natural line uses the most concentrated formula possible in each product, in order to not use water, emulsifiers, cheap fillers and other thickening agents. Basically you get the benefits of natural makeup without having to rely on your own homemade makeup tips.

The Prices:

100% Pure makeup product prices fall somewhere between top rated drugstore brands and affordable department store brands. Their lip products are very affordable and range in price from $13 for lip gloss to $15 for lipstick. Keeping in mind that the products are lead-free makes them even more worth it. Eye products can be purchased anywhere from $12 - $18 for fruit pigmented mascara to $15 for a single eyeshadow; all of which are natural and lead-free. If you are in the market for cheek color then their world-renown Lip & Cheek Tint is only $15, while powder blush is $25. The powder blush may seem a little pricey compared to the other products, but the compact size is 0.32 ounces. Compared to other brands, which can give 0.17 ounces and a lot of synthetic ingredients, it is clear that the 100% Pure blush is a steal. 100% Pure also offers a wide variety of face products at very affordable prices such as Brightening Concealer for $16, Tinted Moisturizer with SPF20 for $32, Healthy Skin Foundation SPF20 for $32, and everything in-between.

100% Pure Website, Store Locations, and Where to Buy Products:

Products, information, testimonials, and frequently asked questions can be found on the 100% Pure Website, as well as at their California store locations, CVS stores, and QVC along with limited products at Ulta and The Vitamin Shoppe. They also recently recieved patents in the EU and China, and are continuing to work on expanding their locations as well as developing a second beauty line.

  • Berkeley California Location and Phone Number
  • 2983 College Avenue, (510)548-8595

  • Santana Row / San Jose Location and Phone Number
  • 378 Santana Row, (408)244-PURE

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