Is 100% Pure Clean? We Put Them To The Test

5 min reading time

The beauty industry is rife with dubious “natural” claims, but 100% Pure aims to live up to its name. Born from the passion of founders Susie Wang, James Wang, and Ric Kostick in 2005, the brand swiftly carved out a niche by actually using stable, naturally-derived ingredients.

With its minimalist leaf logo and green-tinted packaging, 100% Pure evokes a back-to-the-earth sensibility. Its mission is clear: craft pure, wholesome products that tread lightly on the planet.


But in a sea of half-truths and greenwashing, does 100% Pure stay true to its lofty ideals? We did a deep dive into their product line to separate fact from fiction.

Our Methodology

At Better Goods, we rank brands on our three pillars: ingredients, sustainability, and animal welfare.

Brands are rated on the three pillars as follows:


This ranking is for the best of the best. Only exemplary brands will receive a ranking of best for any category.


This ranking is for brands that are typically quite good, but don’t go above and beyond like our best choices.


This ranking is for when we find something we find iffy. Not a good sign.


This ranking is reserved for the worst of the worst.

Ingredients (Rating: Best)

We took a close look at the ingredient lists for 100% Pure’s skincare and makeup products. Given that the brand positions itself as a natural, clean beauty company, we wanted to see how their formulas measured up.

Upon inspection, we were pleasantly surprised by the high quality ingredients used in 100% Pure products. The formulas contain many botanical extracts, oils, and antioxidants from natural sources. We did not find any controversial ingredients commonly avoided by those looking for cleaner beauty options, like parabens, sulfates, phthalates, formaldehyde, or synthetic fragrances.

100% Pure does use naturally-derived preservatives in some products to help prevent microbial contamination and extend shelf life. Overall, the ingredients appear to match the brand’s natural, non-toxic claims. While not every formula may work for every person, we found the ingredient choices to be thoughtful and in line with 100% Pure’s brand image and ethos around clean, plant-based beauty.


The website has an ingredient glossary listing the active ingredients and their benefits. There are also options to view a complete ingredient list for each product. 

Some allergy-causing, natural ingredients like thyme, grapefruit, peppermint leaf, chamomile, and bergamot fruit extract appeared. However, allergies are personal to each individual’s immune system, so if you don’t have a known allergy to any listed ingredients, it is unlikely to cause harm. 


All in all, 100% Pure’s ingredients are great enough that we feel confident giving them our “Best” rating.

Sustainability (Rating: Best)

100% Pure claims that all formulations are biodegradable, which means they break down naturally and are safe for the environment. 


The company’s sustainability efforts extend to the packaging. Packages are recyclable and packing materials are biodegradable. It’s working toward minimizing its output of petroleum-based packaging by 75%. Its goal is to replace all packaging with post-consumer recycled (PCR) plastics or another type of recyclable container by 2024. When customers recycle in-store, they receive a sample-size product. 


100% Pure’s headquarters in California received Green Business Certification. Green Business Certification can be achieved when a third-party evaluates a company’s environmental initiatives and deems them acceptable under a rating system.    


The brand uses profits to support causes that benefit animals, humans, and the environment. It lists the companies that benefit from its philanthropic efforts. 


Animal Welfare (Rating: Good)

The company makes the following statement about its animal welfare stance:

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


Cruelty-Free Kitty reports that 100% Pure is a cruelty-free company that adheres to animal wellness practices. 100% Pure and its suppliers don’t test products on animals at any stage of the formulation process. 


While 100% Pure offers some vegan-friendly products, it’s important to note that the brand doesn’t qualify as fully vegan. Certain products contain animal-derived ingredients such as propolis—a resin-like material produced by bees for hive construction—and organic beeswax, both of which are not considered vegan. Hence, the brand’s vegan status is nuanced, and individual products should be evaluated for their vegan compliance.

IngredientsBest100% Pure claims it uses nontoxic ingredients without synthetic dyes. Many products have natural ingredients like fruit, vegetables, tea, coffee, and cocoa. Most products have little to no hazard. The brand releases a full list of ingredients for each product. While some potentially irritating ingrdients were found, in general, their ingredients are quite good.
SustainabilityBest100% Pure has detailed sustainability initiatives. Formulations are biodegradable. The company is working towards replacing all packaging with post-consumer recycled (PCR) plastics or another recyclable container by 2024. Customers are encouraged to recycle empty containers in-store. 100% Pure achieved Green Business Certification in 2015 for its robust, sustainable business practices. The brand also supports a variety of charities in the human, animal, and environmental sectors.
Animal WelfareGood100% Pure is a cruelty-free brand, confirmed by Cruelty-Free Kitty. The brand has some vegan options, but is not 100% vegan.

Overall Rating: Best

100% Pure positions itself as an “all-natural beauty and skincare company”. A thorough analysis of its ingredient lists confirms the use of primarily plant-derived ingredients like botanical extracts, oils, and antioxidants. The company is commendably transparent about its formulas, though we did encounter a few ingredients that may warrant caution for those with sensitivities.

Where the brand really shines is in its commitment to sustainability. 100% Pure develops biodegradable products, advocates responsible recycling, has attained Green Business Certification, and engages in philanthropy – firmly establishing its ecological responsibility.

100% Pure also takes a firm stand against animal cruelty, offering many vegan products. Its inclusive foundation range with multiple shades underscores a commitment to diversity.

For its natural formulations, sustainability practices, cruelty-free ethos, and inclusive offerings, 100% Pure earns high marks and a rating of ‘Best’ from us.

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