Pure 100% Organic and Natural Beauty Products
About the brand
100% Pure is a beauty brand built around the idea of using naturally derived pigments, often from fruits, vegetables and plants, rather than synthetic dyes. The brand focuses heavily on makeup and skincare that avoids many of the harsh chemicals commonly found in conventional cosmetics.
Product range
Makeup, skincare, hair care and body products
What we like
I like their avoidance of synthetic colourants and their emphasis on plant-based ingredients, especially in makeup, which is often one of the most chemically loaded product categories. Their ingredient transparency is generally good, and many products feel thoughtfully formulated rather than over-engineered.
What we don’t like
Not all products are organic, and some formulations can still include ingredients that won’t suit everyone. Being a US brand, availability and shipping can sometimes be more complex for UK customers. Also they run out of stock very frequently which has been quite frustrating for me.
Certifications
Various natural and cruelty-free standards, certification varies by product
Country of origin
United States
Product tested by us?
Yes
Overall verdict
A strong option for cleaner makeup in particular, best used selectively with label reading rather than as a blanket choice.