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100% Pure was born as a result of Susie Wang's concerns and vision change while working as a skin care product formulator for some of the largest cosmetic companies in the world. Passionate about the organic world and willing to create a truly pure line, a line free of aggressive surfactants, artificial fragrances, chemical preservatives or any other toxic.

The 100% pure formulas are vegan (or vegetarian when honey is used), never tested on animals, biodegradable and packed with environmentally friendly materials. In addition, the printed texts are made with non-toxic vegetable ink in all packaging, catalogs and other marketing materials.

While picking the blackberry harvest one summer in her organic garden, Susie fixed her attention on how the berries stained her skin. In this way, he came up with his idea of ​​using these amazing healthy pigments in cosmetics. With several world patents, 100% pure is the only cosmetics company that uses fruit and vegetable pigments as pigment for its makeup products, as well as part of its formulation in the rest of its products. The benefit of the pigments of fruits and vegetables versus the other traditional ways of cosmetic pigments (synthetic or mineral dyes) is that the pigments of fruits and vegetables contain a large amount of antioxidants and vitamins very beneficial for the skin and the rest of the body.

For 100% Pure, not only the effectiveness and results are paramount, but also the quality of its ingredients. Susie visits her main suppliers of ingredients regularly to inspect the processing of them. They also test each ingredient individually. The high standards in the quality of the ingredients used, the constant work of research and testing of each ingredient are part of the DNA of this great brand, constantly advancing and which is a benchmark in the world.

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