100% Pure is a beauty brand that has long been recognized for its clean, fruit-pigmented formulas and eco-conscious ethos. With an emphasis on natural, non-toxic ingredients, it’s become a go-to for consumers who want makeup and skincare products that are both gentle and ethical. Is 100% Pure a vegan brand?
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The Philosophy Behind 100% Pure
100% Pure was founded in 2005 by Susie Wang, James Wang, and Ric Kostick with a clear mission to create the purest, healthiest beauty products possible. The brand’s philosophy is built on a few key pillars:
- Using natural, plant-based ingredients instead of synthetic chemicals
- Creating color cosmetics with pigments derived from fruits, vegetables, and tea
- Maintaining ethical, cruelty-free production standards
- Focusing on sustainability in packaging and sourcing
From cleansers and serums to foundations and mascaras, 100% Pure aims to prove that natural beauty doesn’t mean sacrificing performance. Their formulas are often praised for feeling luxurious and nourishing, a reflection of the brand’s commitment to purity.
Is 100% Pure a Vegan Brand?
While 100% Pure is widely known as a clean and cruelty-free company, it’s not entirely vegan. However, many of their products are. The brand offers an extensive selection of vegan-friendly items, clearly labeled on their website for easy shopping.
Some 100% Pure products contain ingredients derived from animals, such as:
- Beeswax: Commonly used in lip balms and some mascaras for texture and hold.
- Honey: Used in certain skincare formulas for its natural humectant and soothing properties.
- Milk derivatives: Occasionally found in hydrating or exfoliating products.
If you follow a strict vegan lifestyle, it’s important to double-check ingredient lists or filter the brand’s online catalog to see only vegan options.
That said, 100% Pure’s transparency makes it simple to identify which products meet vegan standards. The brand’s website provides clear vegan labeling, and customer service is responsive to ingredient inquiries.
Cruelty-Free Commitment
One of 100% Pure’s strongest ethical commitments is its stance against animal testing. The brand is certified by Leaping Bunny and PETA as cruelty-free.
This means:
- They do not test ingredients or finished products on animals.
- Their suppliers must also be cruelty-free.
- They do not sell in mainland China, where animal testing is often required by law.
100% Pure is a fully cruelty-free company, ensuring that no part of their production chain involves harm to animals.
What Makes 100% Pure Unique
A standout aspect of 100% Pure is its dedication to fruit-pigmented makeup. Instead of synthetic dyes or mineral pigments, the brand uses natural colors extracted from fruits like strawberries, raspberries, and blueberries. This innovative approach not only avoids artificial colorants but also infuses products with vitamins and antioxidants.
Other unique features include:
- Food-grade formulas that are safe enough to eat (though not recommended).
- Eco-friendly packaging made from recycled materials and post-consumer waste.
- Biodegradable ingredients, minimizing environmental impact.
These values place 100% Pure at the intersection of ethical beauty and environmental responsibility: two pillars that appeal to conscious consumers.
Vegan-Friendly Product Highlights
While not every item in the 100% Pure lineup is vegan, there are plenty of options for those who avoid animal-derived ingredients. Some popular vegan products include:
- Fruit Pigmented® Full Coverage Water Foundation
- Caffeine Mask (Green Tea and Bright Eyes varieties)
- Super Fruit Cream
- Rose Micellar Cleansing Water
- Fruit Pigmented® Cocoa Butter Matte Lipstick (select shades)
Each of these products is made using plant-based ingredients and pigments while delivering strong performance and skincare benefits.
Sustainability and Ingredient Integrity
Beyond being cruelty-free and offering many vegan options, 100% Pure also focuses on sustainability. The brand uses biodegradable formulas, minimizes plastic use, and sources ingredients responsibly.
They also avoid a long list of controversial chemicals, including:
- Parabens
- Phthalates
- Synthetic fragrances
- Formaldehyde
- Petrochemicals
This makes 100% Pure not just a good choice for vegans, but also for those with sensitive skin or concerns about toxic ingredients.
Is 100% Pure Gluten-Free?
For consumers with gluten sensitivities or celiac disease, 100% Pure offers reassurance. The brand formulates most of its products without gluten-containing ingredients and provides detailed ingredient lists online.
However, like with vegan labeling, it’s always best to verify on a product-by-product basis. Some products may contain ingredients derived from oats or wheat, so checking each label is recommended.
It’s also important to contact the company to see if there’s a risk of cross contamination if you have Celiac disease or are especially sensitive to gluten.
Where to Buy 100% Pure Products
You can purchase 100% Pure products through a variety of trusted channels:
- Official website: 100percentpure.com offers the widest selection and up-to-date vegan labeling.
- Ulta Beauty: Stocks a curated range of 100% Pure skincare and makeup.
- Amazon: Carries a variety of products, though always ensure the seller is authorized.
- Select boutiques and health stores: Some eco-friendly and natural beauty shops carry 100% Pure locally.
Buying directly from the brand’s website ensures product authenticity and access to the full range of vegan and cruelty-free offerings.
Is 100% Pure a Good Brand?
100% Pure has built a loyal following for good reason. Customers praise its commitment to safe, natural ingredients and effective results. Its fruit-pigmented formulas, while unique, perform on par with traditional makeup lines, and its skincare line is known for being gentle yet effective.
Pros:
- Ethical and cruelty-free brand with transparent labeling
- Clean, non-toxic formulations
- Wide range of vegan products
- Sustainable and environmentally responsible packaging
- High-performing, natural alternatives to mainstream cosmetics
Cons:
- Not all products are vegan
- Some customers find natural pigments less long-lasting than synthetic ones
- Slightly higher price point compared to drugstore brands
Still, for consumers who prioritize ingredient integrity, ethical production, and eco-friendly values, 100% Pure is one of the most consistent brands in clean beauty.
Is 100% Pure Vegan?
The answer is partially. While not every product meets vegan standards due to ingredients like beeswax or honey, the brand offers a large and growing selection of vegan-friendly formulas. Most importantly, every product is cruelty-free, made without toxic chemicals, and crafted with care for both people and the planet.
For those seeking clean beauty that aligns with ethical values, 100% Pure remains a top choice. Whether you’re looking for vegan makeup, nourishing skincare, or a brand that embodies purity and compassion, 100% Pure lives up to its name.
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