100% PURE

100% PURE is an American clean beauty brand that helped pioneer the "clean beauty" movement, bringing clean beauty products to market in 1999 before the term was widely recognized. The company was founded by Susie Wang, who as a student at UC Berkeley became frustrated when her expensive Vitamin C serum oxidized and lost potency. She developed a method to stabilize vitamins in skincare and filed for a patent, which led to contract positions at three of the world's largest cosmetics companies. After five years inside the industry, she rebelled against its practices and launched 100% PURE with a mission to create effective, natural, and non-toxic beauty products. The brand is headquartered in Silicon Valley, California, and manufactures its products in a 100% solar-powered facility. It emphasizes rigorous quality standards, sustainable packaging using PCR materials and non-toxic vegetable ink, and a commitment to animal welfare—having rescued and supported thousands of homeless dogs. All products are vegan and cruelty-free. 100% PURE offers a wide range of skin care, makeup, and hair care products. Its portfolio includes serums, moisturizers, cleansers, masks, foundations, lipsticks, eye creams, and hair care items. The brand is known for its Vitamin C Serum, Coffee Bean Caffeine Brightening Eye Cream, and other botanical-based formulations. It sells primarily through its own e-commerce website and select retailers, shipping internationally. The company continues to innovate with an in-house lab led by Dr. Cody Chalker, PhD chemist, and a team of PhD scientists who apply pharmaceutical-grade rigor to formulation, testing, and manufacturing. 100% PURE remains a privately held company and a prominent voice in the clean beauty space.

100% PURE was founded in 1999 by Susie Wang, who was motivated by a personal experience with unstable Vitamin C serums. As an 18-year-old freshman at UC Berkeley, she purchased an expensive Vitamin C serum that oxidized and turned brown within days, losing its potency. She bought several more from prestigious brands, all of which oxidized. Determined to solve the problem, she developed a method to keep vitamins from oxidizing in skincare and filed for a patent. This led to job offers from three of the world's largest cosmetics companies, where she worked for five years under NDAs. Witnessing industry practices that she disagreed with, she ultimately rebelled and launched 100% PURE with a mission to create clean, effective beauty products. The brand brought clean beauty to market in 1999, before the term "clean beauty" was coined. It has since grown into a comprehensive line of skin care, makeup, and hair care products. The company operates from Silicon Valley, California, and manufactures in a 100% solar-powered facility. It emphasizes sustainable packaging, using PCR materials and non-toxic vegetable ink, and is committed to animal welfare, having rescued and supported thousands of homeless dogs. All products are vegan and cruelty-free. In recent years, 100% PURE has continued to innovate, establishing an in-house innovation lab led by Dr. Cody Chalker, PhD chemist, and a team of PhD scientists. The brand maintains rigorous quality standards and blends natural botanicals with advanced actives. It remains a privately held company and a prominent voice in the clean beauty movement.

• 1999

  100% PURE founded by Susie Wang; brings clean beauty to market.

• Susie Wang files patent for stabilizing vitamins in skincare.

• In-house innovation lab established, led by Dr. Cody Chalker.

Clean, natural, vegan, and cruelty-free beauty with pharmaceutical-grade rigor.

• Vitamin C Serum

  Lightweight, stabilized Vitamin C serum in a hydrating aloe base, with green apple, grape, and alpha lipoic acid.

• Coffee Bean Caffeine Brightening Eye Cream

  Eye cream with caffeine from coffee beans; clinically shown to reduce puffiness and brighten dark circles.

• Blood Orange Cleansing Balm

  Cleansing balm with blood orange.

• Bamboo Blur Powder

  Finishing powder with bamboo.

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