100% PURE
Mid-Range“Colour pigmented with real fruit.”
100% PURE was founded in 2005 in Napa, California by Susie Wang alongside Rick Kostick and her brother James, after Wang grew frustrated watching expensive natural serums oxidise and degrade on the shelf. The brand's defining idea is pigmenting cosmetics with fruit and vegetable extracts rather than synthetic colourants — a genuinely unusual technical position that gives the products their name and their marketing.
Beyond that signature, 100% PURE built a broad line covering foundation, blush, mascara, lipstick and skincare, all formulated without synthetic preservatives and with a strong cruelty-free and vegan stance. Its Fruit Pigmented range remains the draw, particularly for shoppers who want colour cosmetics with an ingredient list they can actually read.
Known For
Flagship Products
- Fruit Pigmented Ultra Lengthening Mascara
- Fruit Pigmented Healthy Foundation
- Fruit Pigmented Blush
- Fruit Pigmented Cocoa Butter Matte Lipstick
Brand Philosophy
If a pigment can come from fruit rather than a lab, it should — and nothing that goes on skin needs a synthetic preservative to be good.