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What Is Clean Beauty and Why Does It Matter?

Health isn’t just about what you put in your body, it’s about what you put on your body, too!

100% Pure
Fashion & Beauty

Health isn’t just about what you put in your body, it’s about what you put on your body, too!

100% Pure is a sustainable, vegan-friendly beauty brand committed to using clean, eco-conscious ingredients in all of their products. The company was founded in 2004 by Ric Kostick, along with his business partners Susie and James Wang. Through their shared vision of creating a cruelty-free line of high-quality skincare and makeup products, the three co-founders have grown the brand to now offer over 500 products and have opened 15 flagship stores throughout the US. Read on to learn what clean beauty is and why it matters—and how this brand is changing the face of the cosmetic industry.

Note that some of 100% Pure’s products contain beeswax and honey, so be sure to check the labels.

100% Pure’s Clean and Sustainable Ingredients

Each 100% Pure product is formulated with clean and sustainable ingredients and is free from harsh colorants, artificial dyes, artificial fragrances, and chemical preservatives. The brand uses a proprietary Fruit Pigmented® technology from super fruit oils such as acai and goji berries, vegetables, tea, and cocoa sourced from Ecuadorian heirloom trees as opposed to harsh colorants and heavy metal dyes. All of the ingredients used in 100% Pure products are both locally and globally sourced, and most are certified USDA organic. The company also tests each ingredient to ensure the products are free from environmental pollutants, toxins, and synthetic pesticides.

Vegan Beauty for the Planet

100% Pure offers both skincare and makeup products, such as the fan-favorite Coffee Bean Caffeine Eye Cream, super serum boosters, acai pulp facial scrub, and more. By choosing to use a Fruit Pigmented® technology in all of their products, 100% Pure reduces the production of chemical and synthetic dyes that cause toxic runoff into bodies of water that would otherwise affect local ecosystems. The products are fully biodegradable, and the plant-based ingredients mean that they can return to the earth with as little eco-disruption as possible.

As a sustainable company, 100% Pure also ensures that their packaging is BPA- and phthalate-free and encourages consumers to find creative ways to reuse their empty cosmetic packages when they’ve finished with the product. In addition, 100% Pure has implemented recycling incentive programs, where customers can return 10 full-size bottles to any 100% Pure brick-and-mortar location in exchange for a free mini-size product.

100% Pure’s Philanthropy Efforts

As a way to give back to both the planet and the community, 100% Pure partners with nonprofit charities that benefit animal rescues, communities in need, and ecosystems, such as Trees.org, Habitat for Humanity, Furry Friends Rescue, Rainforest Foundation, and Trees for the Future. In partnership with Trees for the Future, the company has planted 19,283 trees to date and plants a tree for every product sold each Earth Day.

As part of their mission to help animals across the globe, 100% Pure also gives customers the option to donate one bowl of dog food to a local shelter dog or to plant a tree through their Trees for the Future initiative.

Meet the 100% Pure Founders

We spoke with 100% Pure’s founder and CEO, Ric Kostick, to learn more about the inspiration behind the beauty brand, the importance of using clean and sustainable beauty products, and the current philanthropy projects the company is involved in.

What led you to founding 100% Pure?

My first step into the beauty and personal care industry happened when I co-founded a shampoo line for teenagers. It was during this time that I lost several family members to cancer. This profound loss compelled me to question the ingredients in all of my products and search for truly natural and safe formulas. Back then, the clean beauty movement was nonexistent, and most people didn’t realize that what they were putting on their skin was harmful to their bodies. When I met Susie and James Wang, my now business partners, we quickly realized that we had a shared vision to create a cruelty-free line of healthy, high-quality products that customers could trust. As such, 100% PURE was born in 2004. Today, we offer over 500 products and have 15 namesake retail stores around the country.

What sets 100% Pure apart from other beauty brands?

Apart from being one of the first brands to offer natural, healthy formulas, our proprietary Fruit Pigmented® technology is another aspect that sets us apart. Our formulas are colored from fruits, vegetables, tea, and cocoa rather than harsh colorants and heavy metal dyes. We never use any artificial colors, artificial fragrances, synthetic dyes, or chemical preservatives.

Why is it important that we incorporate clean and sustainable products into our beauty routine?

The most important reason for choosing clean products is to improve your overall health. Although the clean beauty movement has come a long way since we first launched the brand, many consumers are still largely uneducated about the harmful chemicals in their products. Much of this is due to a lack of federal regulation and greenwashing practices. Choosing healthy, nutrient-rich products is not only good for your skin but also your body. It’s also critical for us to be environmentally sustainable. In order to take care of ourselves, we need to take care of our planet, and opting for sustainable products is one step closer to achieving that goal.

What is your bestselling product?

Our top-selling product since the brand’s inception is our Coffee Bean Caffeine Eye Cream. It’s beloved by our customers for its efficacy and high-quality ingredients.

Could you please share a philanthropy project your brand is working on that you’d like our readers to know about?

Absolutely! A core part of our mission is to help people and animals around the world. As such, giving back to our global community is very important to us. With our year-round philanthropy program, for every product purchased online, customers can choose at checkout whether 100% PURE will donate one bowl of dog food to shelter dogs in need or plant a tree through our Trees for the Future partner. We also donate to various charities and nonprofits throughout the year. Most recently, in honor of Breast Cancer Awareness Month, we’re donating all proceeds from our Pretty in Pink Duo to the Keep A Breast Foundation in support of breast cancer awareness and education.

100% Pure products can be purchased by visiting any one of their 15 brick-and-mortar stores in California, Arizona, Washington, Colorado, Illinois, or Maryland or by visiting 100PercentPure.com. Use promo code VEGOUT25 at checkout for 25% off full-priced merchandise! This offer is valid through November 5, 2021.

Kayla Pasko


Kayla, a Midwest girl living in NYC, is a writer with a background in media sales. When she’s not scoping out trendy vegan spots, she’s usually taking a yoga class, shopping at Trader Joe’s, or catching a Packers game.

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