Collection: 100% PURE

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.

How We Define Natural: An ingredient or formula composed of plant, mineral, and/or marine vegetation that undergoes chemical changes due to biological processes such as fermentation, distillation, and cold processing.

All 100% PURE™ formulations adhere to strict purity standards and will never contain harsh or toxic ingredients. We source our pigments from fruit, vegetables, tea, and cocoa to avoid commonly used FD&C colorants and heavy metal dyes.

Our commitment to animal welfare means that we will never, EVER test on animals – and that our products will always be certified cruelty-free. We go through a painstaking process to make sure each ingredient sourced is never animal sourced.