Our Mission

100% PURE® goes beyond just our name and our ingredients. It is a commitment to produce the purest products, and to promote clean, healthier living. We feel extremely fortunate that our commitment to a better world can be translated into potent, result-driven products that will help you and those you care about live better lives: you’ll never have to choose between safe ingredients and healthy skin or gorgeous results.


100% PURE Natural Definition Process

Our No List

Susie Wang


“My mission is to create the absolute healthiest, purest, most nourishing formulas.”

Fruit Dyed Makeup

100% PURE® cosmetics are colored from vibrant fruit, vegetable, tea and other plant pigments which contain an exorbitant amount of skin beneficial vitamins, antioxidants and other healthy phyto nutrients that make skin healthier. Most other cosmetics are colored from FD&C dyes like Red Dye #40, Blue Dye #6, Yellow Dye #5, etc which could contain harmful coal tar, lead, mercury and other heavy metals.

Innovations, Technology + Patents


Rather than using polymers (liquid plastic) to deliver active ingredients, 100% PURE® invented the “nano spinning method” that manipulates the molecular size of the active ingredients for deeper penetration.


All of our products are pigmented using fruits and vegetables. 100% PURE® will never use artificial colors or carmine.


Water soluble vitamins and other active ingredients oxidize which makes the ingredient(s) lose potency and turn into free radicals which damage the skin. 100% PURE®’s founder Susie Wang’s earliest patent was based around stabilizing active ingredients from oxidizing and have since further developed her invention which is now patent pending.


Natural fragrances are usually from essential oils, which are limited to certain herbs, citrus, and flowers. To avoid limitation, we adapted the same technology that food manufacturers use to create “natural flavors” to isolate scents and create a more broad range of “natural fragrances”.


To deliver nutrients into the skin, we encapsulate active ingredients with hyaluronic acid which pulls into the skin for complete absorption and maximum hydration.


100% PURE® does not use water or thickeners to expand, cheapen, or dilute any formulas.

James Wang


“I am committed to producing the highest quality products”

100% PURE 9 Step Testing Process

STEP 1: PURITY: Tests for the purity of each individual ingredient to make sure there are no chemical pesticides, herbicides, or fertilizers used on the raw ingredient

STEP 2: INGREDIENT SYNERGY: Tests for the cohesiveness of the ingredients because certain ingredients combined can cause a very negative chemical reaction. For example, a simple salt and a water soluble Vitamin C causes benzene

STEP 3: POTENCY: Tests if the formula actually works; if it claims to moisturize, does it indeed moisturize?

STEP 4: SENSITIVITY PT 1: Tests for irritability on the skin; our Product Development team rigorously tests formula samples throughout development process

STEP 5: SENSITIVITY PT 2: Tests if it clogs pores; our Product Development team rigorously tests formula samples throughout development process

STEP 6: SYNERGY: PT 1: Tests the packaging to make sure there are no toxins in the packaging such as BPA or phthalates

STEP 7: SYNERGY: PT 2: Tests to see if the formula degrades the packaging

STEP 8: STABILITY PT 1: Tests for formula stability anywhere from 4wks – 1 year

STEP 9: STABILITY PT 2: Tests for stability of active ingredients anywhere from 4wks – 1 year

Commitment to Highest Quality

  • organic ingredients

  • unrefined ingredients

  • cold processed

  • healthy

  • no fillers

  • no toxins

  • no water

  • no synthetics

No Water, No Fillers, No Thickeners

Water is commonly used as the first (majority) ingredient in most skin, hair, and body products. Instead of water, 100% PURE uses beneficial organic floral hydrosols, organic aloe juice, organic fermented rice water (sake) and organic teas. It’s also common to use thickeners to expand / add volume to economize formulas but 100% PURE® formulas are never diluted with cheap fillers. Every ingredient in each 100% PURE® formula is included for its benefit.




Ric Kostick


“My goal is to make the biggest, positive change.”


We are committed to minimizing our carbon footprint in all areas of our business. This is illustrated in how we develop our products (biodegradable formulas) how we package (recycled/ recyclable packaging, biodegradable packing material from corn starch), how we print (non toxic and soy inks), and even how we landscape (drought resistant plants watered from the condensation collected from our roof). Our 8 acre headquarter property is 100% solar powered, and we extend this emphasis on sustainability to every aspect of 100% PURE®.

Commitment to Highest Quality

  • Our formula: non toxic, organic, vegan ingredients; 100% biodegradable formulas

  • Our packaging: post consumer recycled / recyclable packaging, and all plastic materials used are BPA and Phthalate free

  • Our printing: non toxic or soy inks

  • Our landscaping and 8 acre headquarters: drought resistant plants watered from the condensation collected from our roof

  • Our power: 100% solar

  • Our lights: LED

  • Our waste: recognized by city of San Jose as having lowest amount of landfill garbage and majority recycled

200 + Employees

Each of our departments works endlessly to ensure customers are more than satisfied; from the conception of a formula all the way to our customer support, we never stop working for the customer.