Is 100% Pure Really Clean? A Transparent Skincare Review

Key Takeaways

• 100% PURE was founded to create clean, high-performing skincare and makeup that avoids harmful chemicals.
• The brand uses natural pigments from fruits, vegetables, tea, cocoa, and edible flowers to give color while adding antioxidants and vitamins.
• 100% PURE has been leading the way in clean beauty, proving you don’t have to compromise on results or safety.

Introduction

Most of us use several skincare and beauty products every single day. In fact, the average woman uses around 12 cosmetic products every day. From the cleanser we reach for in the morning to the makeup we wear for hours, these formulas become part of our daily life.

But when you start reading ingredient labels, things can get confusing fast. 

Many conventional cosmetics still contain toxic ingredients that may cause irritation, trigger allergies, or raise long-term health concerns.

And despite growing awareness, animal testing is still part of the beauty industry.

The good news is that clean, cruelty-free skincare is becoming easier to find! 

Sustainable brands like 100% Pure are helping shift the industry by choosing safer ingredients, transparent formulas, and ethical practices.

In this skincare review, we’ll explore how 100% Pure approaches clean beauty, looking closely at what goes into its formulas, how it protects animals, and what its transparency really looks like behind the label.

So, let’s dive right in!

A Clean Beauty Brand Born for Thoughtful Skincare

The idea behind 100% Pure began with small but frustrating discoveries.

As a college freshman, Susie Wang saved up to buy a vitamin C serum, only to see it oxidize and turn brown days later. Curious and concerned, she tried other serums and found the same problem every time.

Determined to find a better way, Susie began experimenting with her own formulations and eventually discovered a method to prevent vitamin oxidation, later earning a patent. Her curiosity soon led her into product development roles at luxury beauty companies.

But working behind the scenes raised new questions. Susie grew uneasy about the harsh chemicals used in many products and the misleading way “cruelty-free” claims were often applied.

These concerns pointed her in a new direction. In 2004, she teamed up with Ric Kostick and James Wang to create 100% Pure, a brand built for people who want clean ingredients, honest labels, and effective skincare they can trust.

This early commitment placed 100% Pure among the first brands to question the status quo and help shape the clean beauty movement.

Where is 100% PURE Located?

100% PURE is based in California, United States.

Where is 100% PURE Made?

100% PURE manufactures all of its products domestically in the United States.

In-Depth Review: How Sustainable is 100% Pure?

At Green Hive, we use a clear methodology to help you understand how brands perform when it comes to sustainability. We look beyond marketing claims and focus on the details that matter most, from ingredient choices to ethical practices.

In this detailed review, we’ll take a closer look at 100% Pure to see how its clean beauty promises translate into real products, and whether the brand delivers the transparency and trust you are looking for!

Clean Formulas You Can Trust

Clean ingredients have always been at the heart of 100% PURE, not as a trend, but as a non-negotiable. From the very beginning, the brand set out to prove that beauty products can be both high-performing and genuinely free from harmful chemicals.

That means no parabens, talc, synthetic dyes, artificial fragrances, or other harsh additives commonly used in conventional beauty. Some of their products are even gluten-free!

Instead of synthetic dyes and FD&C colorants, 100% PURE turns to nature for color, using pigments derived from fruits, vegetables, tea, cocoa, and even edible flowers. These natural pigments are rich in antioxidants and vitamins, offering benefits that go beyond aesthetics.

As 100% Pure’s founder explains, it’s not about piling a bunch of ingredients into a formula and hope they work, but about understanding each one and how it interacts with the skin.

Cruelty-Free From the Start

Recent research shows that up to 88% of top beauty brands still fund animal testing.

Luckily, 100% PURE has taken a different path. From day one, the brand has committed to protecting animals with the same care it gives to your health.

Its formulas have never been tested on animals and the brand is proudly PETA-certified cruelty-free, with many products also suitable for vegans.

But protecting animals is only one part of 100% PURE’s broader ethical mission. 

Every formula is completely biodegradable and non-toxic, ensuring it won’t impact rivers, lakes, or oceans after use. Plus, the brand makes its products in a solar-powered facility to reduce its carbon footprint!

Beauty That Helps the World

100% PURE goes above and beyond to improve the lives of humans and animals. 

Beyond offering clean and non-toxic formulas, the brand partners with local and international organizations to support health, education, conservation, and wellness across the globe. 

On top of that, you can feel good knowing every order makes a meaningful impact, donating a bowl of vegan dog food to a shelter pup or planting a tree in a community that needs it most.

A Closer Look at 100% PURE Products

100% PURE makes clean beauty simple and effective. Using plant-based ingredients, their formulas skip parabens, phthalates, and synthetic dyes—so your skin gets only the good stuff. Here’s a peek at 100% PURE’s fan favorites and what makes them special:

Fruit Pigmented® Ultra Lengthening Mascara

100% PURE’s mascaras are a standout for anyone seeking clean, high-performing makeup. Made with natural pigments from black tea, berries, and cocoa, their Ultra Lengthening Mascara gives lashes noticeable length and separation without clumping, smudging, or flaking. 

What We Love

• Fruit Pigmented®
• Free of coal tar and other toxic petrochemicals
• Cruelty-free
• Water-resistant

What People Think

Real customers keep coming back for the mascara’s reliable performance and gentle formula. Many say it smells fresh, and leaves lashes looking full and defined, creating a look that feels both natural and polished. Fans have even gotten friends and family hooked, praising it as a product they’ll never replace!

Coffee Bean Caffeine Brightening Eye Cream

100% PURE’s Coffee Bean Caffeine Brightening Eye Cream is a go-to for tired eyes in need of a natural pick-me-up. Infused with caffeine from coffee and green tea, it works to reduce puffiness, brighten dark circles, and stimulate circulation, giving the under-eye area a refreshed, well-rested appearance.

What We Love

• Cruelty-free
• Gluten-free
• Dermatologist-tested
• For all skin types

What People Think

Users rave about the cream’s lightweight texture and gentle, effective formula. Many notice a visible lift and brighter under-eye area even after a few uses, while the subtle fragrance adds a touch of morning luxury. Enriched with anti-aging vitamins and rosehip oil, it also helps smooth fine lines and hydrate delicate skin!

French Lavender Nourishing Body Cream

If you’re looking for a rich, deeply hydrating body cream that pampers your skin and senses, this one delivers. Infused with cocoa and avocado, 100% PURE’s French Lavender Nourishing Body Cream soothes dryness and restores essential moisture. 

What We Love

• Vegan
• Cruelty-free
• Gluten-free
• For all skin types

What People Think

Users love how quickly the cream absorbs without leaving a greasy residue, making it easy to layer under clothing or enjoy after a shower. Many praise the luxurious feel and noticeable softness, noting that even small amounts go a long way. Reviewers say it’s become a favorite for everyday use, combining skincare benefits with a spa-like experience at home!

Final Thoughts

Finding clean, high-performing beauty products can feel overwhelming, but 100% PURE makes it simple. 

The brand proves you don’t have to compromise on results, safety, or sustainability. Every formula is crafted with natural, nutrient-rich ingredients, free from toxic chemicals, and PETA-certified cruelty-free, so you can feel confident about what you put on your skin.

From sustainable production to initiatives that give back to people, animals, and the planet, 100% PURE shows that clean beauty can also be a force for good.

Want to discover more sustainable options? 100% PURE is one of many brands in Green Hive’s directory that blend sustainability with quality. Explore our directory to discover more eco-friendly brands that care for people, animals, and the planet!

FAQs

Is 100% PURE cruelty-free?

Yes! 100% PURE never tests on animals and is proudly PETA-certified cruelty-free. Many of their products are also vegan, so you can enjoy high-performance beauty without compromising your values.

Is 100% PURE non-toxic?

Yes! 100% PURE formulas are completely non-toxic, free from parabens, phthalates, synthetic dyes, artificial fragrances, and other harsh chemicals. They use naturally derived ingredients, like fruit and plant pigments, vitamins, and antioxidants, to create safe, high-performing skincare and makeup you can feel good about using every day.

Does 100% PURE use any artificial fragrances?

No, 100% PURE does not use artificial fragrances. All their products are made with naturally derived ingredients, including fruit and plant extracts, to provide gentle, safe, and toxin-free formulas that smell fresh without relying on synthetic scents.

Is 100% PURE safe for sensitive skin?

Yes! 100% PURE is gentle and safe for sensitive skin. Their formulas are free from parabens, phthalates, synthetic dyes, artificial fragrances, and other harsh chemicals, using only natural, nourishing ingredients like fruit and plant extracts to soothe, protect, and support healthy skin without irritation.