100% PURE® is a pioneering beauty brand dedicated to creating clean, cruelty-free, and environmentally sustainable skincare and cosmetics. Founded in 2004 by Susie Wang, James Wang, and Ric Kostick, the company is headquartered in San Jose, California, operating from an 8-acre, 100% solar-powered facility .
Mission & Philosophy
The brand's mission is to deliver the purest, healthiest products while promoting compassion, environmental sustainability, and a positive global impact. 100% PURE® emphasizes a holistic approach to beauty, focusing on ethical practices and community enrichment .
Product Innovation
Fruit Pigmented® Makeup: Utilizing pigments from fruits, vegetables, tea, and cocoa, their cosmetics are free from synthetic dyes and heavy metals .
Natural Ingredients: All products are formulated without artificial fragrances, synthetic preservatives, or fillers. Instead of water, they use beneficial bases like organic aloe juice and fermented rice water .
Advanced Formulations: Innovations include the nano spinning method for deeper skin penetration and encapsulating active ingredients with hyaluronic acid for enhanced absorption .
Sustainability & Ethics
100% PURE® is committed to minimizing its environmental footprint through:
Eco-Friendly Packaging: Utilizing recycled and recyclable materials, biodegradable packing from corn starch, and non-toxic soy-based inks .
In-Store Recycling Program: Customers can return empty bottles to store locations and receive a free travel-size product as a reward .
Cruelty-Free Commitment: All products are certified cruelty-free, with a strong stance against animal testing .
Core Values
The company's core values include:
Excellence: Striving for superior product quality and customer satisfaction.
Urgency: Acting swiftly to innovate and meet customer needs.
Ownership: Taking personal responsibility for delivering exceptional experiences.
Communication: Ensuring transparent and effective interactions.
Adaptability: Embracing change to stay ahead in the beauty industry.
Customer Happiness: Placing customer satisfaction at the heart of all endeavors .
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.