100% Pure Review 2021 // Years ago, during my first days as a vegan, I found myself sitting in my bathroom, trying to determine if my cruelty-free products were also vegan. After skimming through endless ingredient lists that left me even more confused than before, I realized products I used daily contained plenty of weird-sounding toxic ingredients. Diving deep into research, I found out that the average woman uses 12 products containing 168 unique ingredients every day, which can easily be absorbed into our bloodstream, and cause rashes, irritation, and other skin health issues. Not only are those chemicals harming us, but they are also damaging our earth, ecosystems, and animals.
After freaking out for a little while, I was very determined to find natural, clean beauty products that were also cruelty-free and vegan. That’s when I came across 100% Pure, which unfortunately was not available in my area at that time. Years have now passed, and upon moving to Germany, I’ve come across this brand again! In September last year, I discovered that their German branch sponsored the beauty products in the Vegan Fashion Editorial that I took part in. I was so excited to finally try their products after reading and following them for years, and let me tell you: it was 100% Pure love.
As the brand name clearly states, 100% Pure is offering natural beauty products made using all-natural ingredients. 100% Pure is not just a name- but an obligation to manufacture pure and healthy products that are ecologically sustainable. The brand made it its mission to provide natural cosmetics, educate about their importance for our health, and raise awareness of animal welfare in the beauty sector by providing cruelty-free and vegan-friendly products.
Susie Wang, Founder and Creative Director of 100% Pure, was an 18-year-old university student when she discovered a way to prevent natural ingredients from oxidizing. Still a freshman, she wrote up a patent application and filed it on her own. It wasn’t long until several major cosmetic companies reached out, offering her big money to work on innovation and technology, formulations, and brand concepts. Initially, it was a dream opportunity, but the deeper she got involved in the cosmetics world and realized what chemical ingredients are in everyday products and how animals suffer for animal testing, the more she wanted to change the industry. Together with James Wang and Ric Kostick, she founded 100% Pure.
Inside 100% pure
The brand uses natural ingredients and formulas comprised of plant, mineral, and marine vegetation. For their makeup range, they source all their pigments from fruit, vegetables, tea, cocoa, and other plant pigments, containing vitamins, antioxidants, and other healthy phytonutrients. This sets them apart from conventional dyes, which can contain harmful coal tar, lead, mercury, and other heavy metals. The fragrances in their products come from essential oils from certain herbs, which are natural and skin-friendly.
Is 100% Pure Cruelty-Free? (2021)
Animal welfare is one of the core ethics of 100% Pure. The brand is entirely cruelty-free certified, and most of their products are 100% vegan. Even more good news is that they are now going fully vegan and changing the formulas of the few products which contained beeswax or honey. Their core mission is rooted in improving the lives of humans and animals across the globe. That’s why they partner with inspiring and innovative charities to take action in the name of a healthier, happier global community. The brand supports animal protection/animal rights organizations such as PETA, Animal Equality, and small associations such as Laborkaninchenhilfe e.V. in Germany.
Is 100% Pure Eco-Friendly?
The brand strives to be as sustainable and environmentally friendly as possible. Their formulas are 100% biodegradable, and for their packaging, they use recycled and recyclable materials such as corn starch and the soy color of the print on their packaging. All plastics used are BPA and phthalate-free, and the brand is slowly changing its packaging to be even more sustainable. In Germany, the brand uses “DHL Go Green” to send out your orders. Benita, CEO of 100% Pure Germany, hints that they are currently working on even greener packaging solutions, which I am thrilled to see coming out soon. Moreover, the brand is donating money to tree-planting charities; one order = one tree! (US headquarter)
Customer Service at 100% Pure
If you have any questions, you can always contact 100% Pure Germany through their website or Instagram page. If you are browsing the USA website, the brand offers a live chat in English with beauty experts who are very helpful and knowledgeable. Moreover, you can find a quiz on the USA website, which helps you find products that might suit your skin concerns, and on the German website, there is a blog in which you can read more about the brand and the products. Also, when purchasing from 100% Pure Germany, you can return your product within 14 days if it doesn’t work for you, and from my experience, their customer service is terrific.
I had the pleasure to chat with the lovely CEO of 100% Pure Germany, Benita, and we both agreed that it is more important than ever before to take the time and give ourselves some much-needed TLC. For us both, it meant, among other things, to dedicate time to a good skincare routine and to put a little bit of makeup on to put our mind in the right place and help us feel set and ready for the day. If you feel the same way, I highly encourage you to take the time and do that for yourself! A little bit of makeup, pretty jewelry, and comfy clothes didn’t harm anyone, am I right? 😉
100% Pure Products + My Skin Type
To properly test out the 100% Pure product line, I’ve been using them since March (and some of them even since September of last year!) to have a precise opinion on each of them. For reference, I have a light-medium complexion with yellowish-neutral undertones, a combination skin type, which is also a bit sensitive. Let’s start with my absolute must-haves, which are the first seven products, and continue with other excellent products I like!
Is 100% Pure Germany Shipping to Europe?
100% Pure Products Review
The 100% Pure coffee bean caffeine eye cream has been the brand’s #1 seller for the longest time, and after using it daily for a few months, I can understand why– it is just so good. Formulated with anti-aging vitamins, antioxidants, and caffeine-rich green tea and coffee, this award-winning eye cream visibly de-puffs the undereye within just a few uses. It also slightly reduces dark circles over time and smells like a delicious vanilla dessert, which is a nice plus, but I’d beware of that if you are sensitive to scents. It has a lovely, smooth, and light texture and moisturizes the undereye area very well without being heavy. I also found that I need to use much less concealer under my eyes after using it brightens the undereye area and reducing the appearance of fine lines.
In one sentence: If you have puffy, tired eyes, you should give it a try — one of the best eye creams I’ve ever tried.
Best to use in: AM and PM.
Price: 28.50 Euro for the standard size (click here) or 14 Euro for the mini size (click here).
2. 100% Pure Fruit Pigmented 2nd Skin Concealer Review
I’m the kind of person who never uses foundation daily, and especially not at home. Hence, a natural-looking concealer with medium to high coverage for spot concealing is a must for me every day. This concealer‘s name describes it perfectly; it indeed looks like a second skin, is smooth and lightweight, and has the perfect amount of buildable natural-looking coverage. It is enriched with moisturizing olive squalane and has the ideal formula to cover up my undereye area and any spots I might have without creasing or moving. I already finished a whole tube of this concealer and on the way to end the second one, as it is perfect for my needs.
In one sentence: If you are looking for a good, natural concealer- look no further.
I use shade: Number 1 – I would love to see this concealer in an even wider shade range.
Price: 32.50 Euro (click here)
3. 100% Pure Multi-Vitamin + Antioxidants Potent PM Serum, and Vitamin C Serum (AM & PM)
The magical concoction of ingredients in the 100% Pure Multi-Vitamin + Antioxidants Potent PM Serum contains all your skin needs to boost radiance, brighten it, and improve pores’ appearance and skin elasticity. I love that this product has ingredients like niacinamide, vitamin C, retinol, and vitamin E, among other helpful ingredients. I’ve been using it for a few months now and noticed that my skin has been much more balanced and especially radiant after using this product. Moreover, it helps with any dark spots left after pimples, which I also appreciate. My tip is: a little goes a long, long way, and like 100% Pure mentioned, use a dime-size amount of it to get the best results.
To consistently give my skin a vitamin C boost during the daytime, I use the 100% Pure Vitamin C Serum. It’s a lightweight gel, and I use it in the mornings when I don’t use the niacinamide boost (more about that later!). It contains 2% magnesium ascorbyl phosphate, a vitamin C derivative that is effective, stable, and suitable for sensitive skin types and daily use. Vitamin C is a holy grail in my beauty routine, as it helps heal blemishes, reduce hyperpigmentation, and make your skin glow like the sun.
In one sentence:
100% Pure Multi-Vitamin + Antioxidants Potent PM Serum: Potent magic in a bottle with super-effective ingredients, and when using it, don’t forget your SPF in the following mornings.
Vitamin C Serum: the recipe for a glow from within.
Best to use in:
The PM serum: PM a few times a week.
The Vitamin C serum is safe to use daily, but I use it every other day. Make sure to use SPF when using it during the day!
Price: 60 Euros for the 100% Pure Multi-Vitamin + Antioxidants Potent PM Serum (click here), 39.50 Euros for the Vitamin C serum (click here).
4. 100% Pure All Over Glow - Shade 'Lightly Sun Kissed' Review
The 100% Pure All-over glow is a light and transparent liquid luminizer with light-reflecting, golden pigments, which creates a delicate and elegant sunbeam shimmer on your skin. With moisturizing ingredients like aloe, pomegranate oil, and coffee cherry, it will give you the perfect, subtle, sunkissed glow-from-within look. I had experience with similar products to this one before and found that they usually were too sparkly for my tasting, but this one is very natural-looking and well-balanced. I like mixing the All-Over Glow in my moisturizer (or a tinted moisturizer during photoshoots!) for a gorgeous natural, dewy look and on the high point of my face as a highlighter. If I wear a dress or skirt, I mix it into my body lotion and blend it into my arms and collarbones. The brand offers another shade of this product, called ‘Deeply Sun Kissed,’ which has a bit more of a deep-bronzy look.
In one sentence: Dewy, glowy skin in a bottle.
Price: 38 Euros (click here)
5. 100% Pure Fruit Pigmented Blush in ‘Peach’ & Cocoa Pigmented Bronzer in ‘Cocoa Kissed’ Review
The 100% Pure Fruit Pigmented Blush in ‘Peach’ and Cocoa Pigmented Bronzer in ‘Cocoa Kissed’ made me fall back in love with powder products. When scrolling online to choose the shades I wanted, I was intrigued by the wide selection of shades and tones. Finally, I went with ‘Peach’ for my blush, which is, in my opinion, a universally flattering neutral peach with a bronze undertone. I like using it on the high points of my face for a summertime-flush look. For bronzer, which is made using pigments from cocoa, coffee, tomato, and berries, I went with ‘Cocoa Kissed’, which complements my light-medium complexion. I use the bronzer to warm up my face and use both products to create an easy eyeshadow look that easily ties it all together. When using these products, bear in mind that a little goes a long way as these are super-pigmented.
In one sentence: Pretty fruit pigments in all their glory.
Price: Fruit Pigmented Blush– 37.50 Euro (click here), Cocoa Pigmented Bronzer 37.50 Euro (click here).
6. 100% Pure Fruit Pigmented Cherry Lip & Cheek Stain Review
This multitasking 100% Pure Cherry Lip & Cheek Stain has been a favorite of mine for lazy days at home when I want to have a bit of a natural flush or underneath the mask when running errands (YES, It’s mask proof!). Colored from beets, blueberries, and pomegranate, this smudge-proof tint gives your cheeks and lips the “I just had a popsicle on the beach” kind of look, which I admire. It is the most effortless, easy-to-use multitasking product that would suit all ages and complections and perfect to carry in the bag. The only con for this product: it doesn’t taste great when you apply it, but it isn’t a big deal for me as it fades away quickly. Also, you must work it in quickly, so it won’t leave an unblended stain.
In one sentence: effortless, natural, tint for daily wear.
Price: 27.50 Euro (click here)
7. 100% Fruit Pigmented Tinted Moisturizer Review (Shade ‘Sand’)
This lightweight 100% Pure Fruit Pigmented Tinted Moisturizer has a light-medium coverage with a lovely dewy finish. It has been a go-to of mine for photoshoots or days when I want a bit more coverage. A huge plus: it also contains 15% titanium dioxide and 10% zinc oxide that add some natural UV protection, and of course, this product does not contain any nanoparticles. It is also great for spot concealing, which is such a nice little trick when you are in a hurry.
In one sentence: Perfect for people who love a natural, dewy, lightweight tint that doesn’t feel heavy + looks great.
Shade: Sand, which is suitable for light-medium complections with a neutral undertone. If you are not sure which shade you need, you can order the shade samples here.
Price: 45.50 Euro (click here).
8. 100% Pure Fruit Pigmented Cocoa Butter Matte Lipstick Review (Shade ‘Agave’)
The 100% Pure Fruit Pigmented Cocoa Butter Matte Lipstick in ‘Agave’ has a stunning warm, chocolatey-pinkish-nude lipstick shade that flatters my skin (my lips but better!). I like lightly dabbing it into my lips after using lip oil for a natural, effortless look.
(Price: currently on sale for 23.90 Euro instead of 29.50 Euro– click here)
9. 100% Pure Fruit Pigmented Ultra Lengthening Mascara Review (Shade ‘Black Tea’)
This award-winning 100% Pure Fruit Pigmented Ultra Lengthening Mascara is the only mascara in the world that smells super delicious and creates a beautiful, natural-looking eyelash look. I had it long before this collaboration and enjoying it a lot.
(Price: 26.50 Euro– click here)
10. 100% Pure Niacinamide Boost Review
Niacinamide has been a part of my daily skincare routine for almost two years now. This holy-grail ingredient is known to be the best product to use to minimize the appearance of large pores, reduce oil production, and restore sun-damaged skin for a rejuvenated glow. Never before have I tried niacinamide like the 100% Pure Niacinamide Boost. It is a water-activated powder containing niacinamide and hyaluronic acid only, making it potent and effective without containing useless ingredients. I found this niacinamide effective, however, it was tricky to use and balance the right amount of powder and water and get the powder out of the little tube. I would like to see the brand launching a niacinamide serum in the future!
(Price: 29.50 Euro– click here)
11. 100% Pure Green Tea EGCG Concentrate Cream Review
The 100% Pure Green Tea EGCG Concentrate Cream concentrated cream is rich in green tea and gives your skin a boost of hydration instantly– that is for sure. I enjoyed using it during both daytime and nighttime. However, I didn’t feel like it did much more to my skin than the other products did. It is a decent cream that would suit all skin types but not a must-have.
(Price: 46 Euro — click here)
12. 100% Pure Fermented Rice Water Cleanser Review
This cleanser contains fermented rice water rich in enzymes, amino acids, malic acid, minerals, and vitamins to brighten, gently exfoliate, and deeply soften skin. While I cannot say I felt like it brightens or exfoliates my skin, I can say it keeps your skin soft, and it is, overall, a decent cleanser. However, I would not say it is a must-try.
(Price: 33.50 Euro– click here)
Summary & Last Words
By now, you probably understand why I chose to call this article 100% Pure Love:
Not only are their products great, but the whole brand’s essence is also so in line with everything I stand for, and I am happy to see them using their power for education, as well as environmental and animal welfare work.
I hope you enjoyed this review of the 100% Pure product line! If you have any questions, feel free to send me a message over on my Instagram page or leave a comment below.
If you want to see and learn more about 100% Pure, be sure to visit their website and follow their Instagram page.
*This post was created in collaboration with 100% Pure Germany. There are some affiliate links in this post. All opinions are mine.
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