100% PURE isn’t just our name
Or just our ingredient list

100% PURE is a commitment to producing the purest, healthiest products and educating everyone on why being 100% PURE is so important.

We strive to live with compassion, kindness and empathy; to be environmentally sustainable and to improve the lives of 6 billion people and animals while also being charitable and giving back to our global community.

Guaranteed PURE
All 100% PURE formulations adhere to strict purity standards and will never contain harsh or toxic ingredients.

Naturally Pigmented
We source our pigments from fruit, vegetables, tea and cocoa to avoid commonly used colorants and heavy metal dyes.

Completely Cruelty-Free
Our commitment to animal welfare means that we will never, EVER test on animals, and that our products will always be certified cruelty-free.

Ingredient Sourcing
We go through a painstaking process to make sure each ingredient sourced is never animal sourced