100% Pure

100% Pure: Original Clean Beauty since 1999

Who is behind 100% Pure? The founder and creative director is Susie Wang. Through her work in product development at cosmetics companies, she became aware of shortcomings in the cosmetics industry, inspiring her to create her own cosmetics line. Together with James Wang and Ric Kostick, she founded 100% Pure.

What does 100% Pure stand for? The brand aims to develop cosmetics with selected, predominantly plant-based ingredients while also taking social and environmental issues into account. In addition, the company supports various nonprofit organizations.

What do we mean by “pure”? 100% Pure places particular emphasis on ingredients of natural origin and uses plant-based ingredients such as aloe juice, fermented rice water, or tea in many of its formulas. You can find out which ingredients and properties each product has in its product description and INCI list - formulas vary by product. Discover body care, shampoo, and makeup, for example.

Plant-pigmented cosmetics: In particular, for makeup, 100% Pure uses color pigments from fruit, vegetables, tea, and other plant sources in selected products. This idea is reflected in products such as natural foundation, blush & bronzer, or mascara. Different pigments, waxes, and other ingredients are used depending on the product.