Professional Skin Care & Beauty Since 1999
100% Pure was founded on a bold mission: to create the purest, healthiest beauty products available anywhere on Earth. In an industry where the word "natural" is often used loosely, 100% Pure takes it literally. Every product is formulated exclusively with fruit, vegetable, and plant pigments — never synthetic chemicals, artificial fragrances, or harsh preservatives. The result is a complete range of cosmetics and skincare products that are colored entirely by nature and nourish the skin with every use.
The brand's approach represents a fundamental rethinking of how beauty products can be made. Traditional cosmetics rely heavily on synthetic dyes, petrochemicals, and lab-created fragrances to achieve their colors and textures. 100% Pure demonstrates that vibrant, long-lasting color can be achieved through concentrated fruit pigments — blueberries, pomegranates, cocoa, peaches, and dozens of other natural sources provide rich, beautiful hues that also deliver antioxidants and vitamins to the skin.
What makes 100% Pure truly unique is their Fruit Pigmented collection. Rather than using FD&C colorants and synthetic dyes found in conventional makeup, these products derive their color from antioxidant-rich fruit and vegetable pigments. A Fruit Pigmented blush gets its color from strawberries and peaches. A mascara is colored with black tea and cocoa. This means that with every application, your skin receives a dose of free-radical-fighting antioxidants rather than potentially irritating synthetic chemicals. Every product is cruelty-free and never tested on animals.
While 100% Pure is perhaps best known for their color cosmetics, the brand also offers a comprehensive skincare range built on the same principles of pure, natural formulation. Cleansers, moisturizers, serums, and masks use organic ingredients and avoid the synthetic preservatives, sulfates, and artificial fragrances that many consumers are increasingly seeking to eliminate from their routines. The skincare line is particularly appealing to those with sensitive or reactive skin who have found that conventional products trigger irritation.
For other clean beauty brands, explore Dr. Hauschka and Yon-Ka Paris. For mineral-based cosmetics, see Jane Iredale. Browse our full brand directory for all available brands.