100% PURE

San Jose, California, USA · Founded by Susie Wang · Founder-led

Fruit-pigmented makeup and clean skincare — pioneered colour cosmetics tinted entirely with fruit and vegetable pigments.

Why it matters

Founded 2005 by Susie Wang and Ric Kostick; pioneered the use of fruit pigments as an alternative to synthetic colourants and FD&C dyes in prestige makeup. Long-running independent brand, global distribution.

Ingredients we're watching

fruit pigments →vitaminsbotanical antioxidants

External

100percentpure.com →

Other brands in Clean Skincare

Tata Harper Skincare
Champlain Valley, Vermont, USA · Tata Harper
Rhode Skin
Los Angeles, USA · Hailey Bieber
Credo Beauty
San Francisco, USA · Annie Jackson

Coverage on Clean Skincare

Köppen Is the Clean-Beauty Operating System Translated Into Oral Care
Mariko Lin · 5 min

Graph relationships

Timeline

Sources

01
Susie Wang on Building 100% PURE
Beauty Independent

100% PURE

Tata Harper Skincare

Rhode Skin

Credo Beauty

Köppen Is the Clean-Beauty Operating System Translated Into Oral Care