100% Pure was born as a result of Susie Wang's concerns and change of vision while working as a formulator of skin care products in some of the largest cosmetic companies in the world. Passionate about the organic world and ready 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 packaged with environmentally friendly materials. In addition, the printed texts are made with non-toxic vegetable ink on all packaging, catalogs and other marketing materials. While gathering the blackberry crop one summer in her organic garden, Susie turned her attention to how the berries stained her skin. In this way, his idea came up to use these incredible healthy pigments in cosmetics. With several worldwide patents, 100% pure is the only cosmetic company that uses fruit and vegetable pigments as a pigment in its makeup products as well as part of its formulation in the rest of its products. The benefit of fruit and vegetable pigments compared to the other traditional ways of cosmetic pigments (synthetic or mineral dyes) is that fruit and vegetable pigments contain a large amount of antioxidants and vitamins that are very beneficial for the skin and the rest of the body. For 100% Pure not only the effectiveness and results are essential, but also the quality of its ingredients. Susie visits her main ingredient suppliers regularly to inspect their ingredient processing. They also test each ingredient individually. The high standards in the quality of the ingredients used, the constant research and testing of each ingredient are part of the DNA of this great brand, which is constantly advancing and which is a benchmark throughout the world.