After working for many beauty companies, founder Susie Wang couldn’t help but notice the unethical practices and products. She vowed to create her own cruelty-free line free of harsh chemicals. And wow did she succeed! 100% Pure keeps it 100 - No, seriously! Sourcing pigments from fruits, vegetables, tea and cocoa, they strive to produce the purest, healthiest products possible. Founded on kindness, compassion and empathy, 100% Pure is committed to giving back to the community, improving the well-being of people, animals, and our planet through everything they do.