100% PURE Celebrates 25 Years of Excellence in Natural Beauty

Edited by the VEGPRENEUR Team

100% PURE, one of the original clean beauty brands, proudly celebrates its 25th anniversary of science-backed skincare and cosmetic products with the highest standards of purity and efficacy created from a meticulous selection of natural ingredients and groundbreaking formulation techniques.

For 25 years, 100% PURE has been a pioneer in natural skincare and beauty products, maintaining a deep commitment to quality and innovation. This symbolic milestone signifies perseverance and a deep dedication to creating the highest quality products that stand the test of time, including our original formulations that remain as beloved today as when they were first introduced.

A Unique Vision and Mission

When Founder and Chief Creative Susie Wang discovered that her go-to conventional vitamin C products quickly oxidized, becoming harmful to the skin, she set out to develop a safer, natural solution. This unsettling discovery paired with her additional findings that many unsafe chemicals and animal testing were being used and conducted to formulate conventional cosmetics inspired her to create a skincare and cosmetics brand that was 100% natural, true to its word, transparent, and 100% PURE.

In 2005, Susie and her two business partners, Ric Kostick and James Wang (her brother) began 100% PURE in hopes that they could support and nurture this authentic skin pureness ideal through a line of natural beauty products: one that could grow, evolve, withstand the test of time – and be healthy for the sake of skin and overall health – and the planet. The inception and continued success of our first beauty products – and those thereafter - testify to this mission.

Patents & Beloved, Timeless Products

The Vitamin C Serum is one of our first and most well-known natural skincare products. Using innovative skincare technologies, such as implementing potent antioxidants and vitamin E and formulating with an aloe vera gel base instead of water, Susie invented and patented a way to stabilize vitamin C in skincare that won’t oxidize over time. Another beloved product from the brand’s founding is the Coffee Bean Caffeine Eye Cream, which features anti-inflammatory, caffeine-rich green tea and coffee to de-puff eyes while increasing circulation to brighten dark circles.

Susie and Ric also patented a fruit pigmented® technology to safely color all 100% PURE makeup and never looked back once they’d unlocked the door to safer cosmetics. The Fruit Pigmented® Ultra Lengthening Mascara featured oat and wheat proteins to strengthen lashes, seaweed to thicken them, and micronized black tea for the color. “I’m proud of the hard work, time, and dedication that went into crafting our pigmented makeup,” Since then, 100% PURE has used only fruit and other healthy plant pigments to color everything from their natural, long-wearing lipsticks to stunning eye shadow palettes, including the first Naked Palette in 2006.

Uncompromising Quality Standards

At the heart of our ethos is a pledge—a solemn promise to deliver exceptional products and experiences that are unparalleled in quality and exemplary in our adherence to the principle of purity. This pledge extends beyond the tangible to encompass every aspect of our operations, embodying purity in action, decision-making, innovation, and corporate culture.

Scientific rigor and innovation are the cornerstones of creating exceptional beauty products. Our PureScience Protocol represents our unwavering dedication to a thorough, research-based approach to product development. Every item we create is a testament to our commitment to science-backed purity and effectiveness.

Through meticulous research and testing, we ensure that our formulations are safe, clean, and deliver visible results. We continuously push the boundaries of innovation, harnessing the latest scientific advancements to develop cutting-edge solutions that cater to diverse skin types and concerns. It's a comprehensive approach that ensures every product not only meets the highest standards of purity and efficacy but also carries the potential to transform your skin and beauty routines.

Sustainability Practices

In a world where the beauty industry is often critiqued for its superficiality and environmental footprint, 100% PURE emerges with a mission to redefine what it means to be a clean beauty brand. We are committed to transcending traditional beauty norms by fostering a culture of awareness, education, ethical practices, and global well-being. This is not just about crafting exceptional skincare and beauty products; it's a holistic approach to business that prioritizes compassion, empathy, environmental sustainability, and a positive global impact.

Environmental sustainability is at the core of 100% PURE’s mission. We believe in practicing what we preach, which means integrating sustainable practices into every facet of the business—from product development to eco-friendly packaging and beyond. By choosing 100% PURE, you contribute to environmental sustainability, ethical sourcing practices, and social responsibility. We prioritize minimizing our carbon footprint and supporting the communities that contribute to our success.

Moreover, 100% PURE’s mission is to enhance the lives of people and animals globally. We are committed to ensuring that our operations and products bring positive change in the beauty industry and the world. This includes supporting charitable causes, advocating for animal rights, and ensuring that our cruelty-free products contribute to the health and well-being of their cherished customers!

Core Values 2025 & Beyond

In the ever-evolving landscape of beauty and wellness, 100% PURE stands as a beacon of commitment, not just to excellence in product development, but also to fostering a culture that embodies purity and responsibility at every turn. As we move forward, it's essential to reflect on the core values that underpin our renewed mission, guiding us toward a future where we continue to make a difference in the lives of our customers, our community, and the planet.

As we forge into 2025, these core values serve as the compass that guides us in our unwavering journey toward making a positive impact on the world. With a mission that transcends the ordinary, 100% PURE is not just a brand but a promise – a promise to deliver purity, excellence, and innovation in everything we do, enriching lives and contributing to a healthier, more sustainable future.

“As a company, your trust is important to us,” said Susie. “It’s important that we don’t let you down. And that’s what the future is going to be!” Susie continued. “You’re not going to know what’s clean or what’s not clean, so it’s essential for us to do our most thorough research, and that we don’t let you down – and that everything we make is healthy and clean.”

Together, we can further our mission of impactful, conscious beauty, creating a world where beauty and sustainability go hand in hand. Here’s to 25 years of unparalleled clean beauty innovations, cherished customers, and many more years of success!