Our Mission

about us

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.

Meet Our Founders

Susie Wang
Susie Wang -Founder / Chief Creative
James Wang
James Wang - Coo / Founder
Ric Kostick
Founder / Ceo

Our Natural Ingredients

Check Verification

Guaranteed PURE

All 100% PURE™ formulations adhere to strict purity standards and will never contain harsh or toxic ingredients

Natural Pigmented

Naturally Pigmented

We source our pigments from fruit, vegetables, tea, and cocoa to avoid commonly used FD&C colorants and heavy metal dyes

Cruelty Free

Completely Cruelty-Free

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

Ingredient Sourcing

Ingredient Sourcing

We go through a painstaking process to make sure each ingredient sourced is never animal sourced

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