100% PURE® | Purity Cosmetics Is Natural & Cruelty Free

1.   Name?

My name is Susie Wang.

2.   Brand Name?

The brand name is 100% PURE.

3.  Tell us a bit about 100% Pure. Where are you based? When was the brand established?

100% PURE makes cosmetics and skincare that are truly healthy and pure. We are completely cruelty-free and never use toxic chemicals. Our cosmetics are colored using our Fruit Pigmented® technology. For example, our lipsticks get their colors from berries. All of our formulas are also free of artificial colors, artificial fragrances, synthetic dyes, and chemical preservatives. Another core part of our mission is to help as many animals as possible around the world through charitable support. The company was founded in 2004 and operates out of a headquarters that is completely powered by solar energy in San Jose, CA.


4.  How did you come up with the idea of 100% Pure?

Before I started 100% PURE with my business partners, I was working on product development, technology, innovation, and brand concepting at some of the largest cosmetic companies in the world. It was there that I discovered that hundreds of unsafe chemicals were used to formulate conventional cosmetics. These companies were also falsely claiming “no animal testing.” I was horrified by this and decided to resign from my prestigious positions. Shortly after, I was picking blackberries at my organic farm and realized how much they stained my fingers. All of these events inspired me to create a natural, healthy makeup line colored from fruit pigments; hence, 100% PURE was born!

5.  What is your main motivation for having an environmentally sustainable brand?

The beauty industry is one of the most notorious for creating massive amounts of waste through excessive packaging and materials. Our goal is to minimize our carbon footprint as much as possible. In addition to biodegradable formulas, we use recycled and recyclable packaging, biodegradable packing material from corn starch, and non-toxic inks. Our headquarters, which sits on eight acres, is also completely powered by solar energy. Condensation collected from the roof is even used to water the plants.

6.  What kind of products do you have?

While we are most known for our Fruit Pigmented® cosmetics and skincare, we also offer a range of hair care, body care, and nail care products. Our line also includes a variety of brushes and tools.

7.  What is your best seller?

Our Coffee Bean Caffeine Eye Cream has been our top-selling product since we launched the brand. We’ve sold over one million units and it continues to be a brand favorite. Other best sellers include our Fruit Pigmented® Ultra Lengthening Mascara, Multi-Vitamin + Antioxidants Potent PM Serum, and Luminous Primer.

8.  Is it a lot more expensive to produce products made naturally rather than chemically?

Yes, it is more expensive to produce products that are made only with the highest quality, pure ingredients, and without cheap fillers. Regardless of the cost, it’s a priority for us. We do not have the same high margins as most traditional cosmetic brands, but our customers are extremely grateful to have the absolute healthiest products. They come back again and again, and it’s this loyalty that makes our company thrive.  

9.  What is your opinion on animal testing? What are other ways to safely test out the products?

If an ingredient is questionable, maybe that ingredient shouldn’t be used at all, instead of seeing how much harm it can cause. We are vehemently against animal testing of any kind. It is not necessary, and it is completely possible to formulate high-performing products without harming animals in the process.We have never and will never test on animals. All of our products are healthy, as safe as a cucumber, and only tested in labs on fake skin and human subjects.   

10. What are some of the main ingredients in your beauty cosmetics?

All of our products are formulated with a variety of fruits, vegetables, teas, and other plants that are beneficial and healthy for skin.

11. Where are your ingredients located from?

Our ingredients are sourced from all over the world because certain ingredients are only grown in certain parts of the world, but all research and formula development is done in our corporate headquarters in San Jose, CA.

12. What are some of the challenges of using all natural ingredients?

Natural ingredients have complicated chemical structures. As a result, when they are mixed with other natural ingredients, you have to make sure the blend is cohesive and do not conflict.

13. Does using fruits and vegetables as dyes mean that the products always slightly vary in color?

Yes. That’s the nature of berries, but that’s why when we color match, we blend so it comes as close to the standard as possible.  

14. What are some of the benefits of using natural beauty products in terms of our skin and health?

The biggest benefit to using natural beauty products made with healthy fruits and vegetables is that they’re all jam-packed with skin beneficial vitamins, antioxidants, and other phyto nutrients that nourish and protect skin. Whatever you apply on your skin gets absorbed into the bloodstream, so it’s very important that you’re only using healthy products with safe ingredients.  

15. Can customers bring in their empty containers and refill them or recycle them?

Yes! We offer a year-round, in-store recycling program that encourages customers to bring in their empty 100% PURE product containers. For every 10 empty products returned, we offer 15% off of their next purchase.

16. Do you have any future plans for where you would like to take your business?

Our future plan is to become a huge, global brand so that we can educate more people about the importance of healthy beauty, while providing them with safe, nourishing products.

17. Where can we find your products?

100% PURE products are available online at www.100percentpure.com, our +15 retail stores nationwide, and select retail partners.

18. What is your motto in life?

My dad taught me that you can get anyone to buy anything once, but to get loyal customers, you have to make the absolute best.  


19. Website and Instagram info?



Beauty With A Cause highlights designers that support a cause such as sustainability, charities, and fair trade, and organic products, to name a few.

Interview by Alison Hernon, Editor-In-Chief, PhotoBook Magazine.