​100% PURE is a California-based beauty brand founded in 2005, dedicated to creating natural, cruelty-free, and environmentally conscious cosmetics and skincare products. The company emphasizes purity and transparency, formulating its offerings without synthetic chemicals, artificial fragrances, or harsh toxins. Instead, it utilizes plant-based ingredients, fruit pigments, and innovative botanical blends to deliver effective and safe beauty solutions.​

The product range includes skincare, makeup, haircare, and body care items, all designed to nourish and enhance natural beauty. Popular products include the Fruit Pigmented® Ultra Lengthening Mascara, Coffee Bean Caffeine Eye Cream, and Vitamin C Serum. 100% PURE® is committed to sustainability, using eco-friendly packaging and supporting charitable initiatives that align with its mission to promote health and wellness for people and the planet.

With a focus on ethical sourcing and a passion for clean beauty, 100% PURE® continues to innovate in the natural cosmetics industry, offering products that are both effective and environmentally responsible.