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Find Your Perfect Natural Lipstick

The complete guide to every 100% PURE natural lipstick formula with lipstick swatches and shade descriptions.

Written by: 100% PURE®
100% PURE lipstick products

A beauty lover can never have too many lipsticks... right? Don’t worry, we get it! Welcome to a safe space for indulging, obsessing, and learning about every non-toxic natural lipstick formula from 100% PURE. If you’re just dipping your toes into natural beauty, boy have we got some eye candy in store for you!

Choosing the perfect lipstick can be intimidating, so we’ve simplified the process. In this straightforward natural lipstick guide, we’ll guide you through finishes, shade descriptions, and lipstick swatches. Get ready to meet your one true natural lipstick love!

What Lipstick Finish Should I Get?

Color might be the first thing you notice in a natural lipstick, but the second most important factor is the finish. We offer so many varieties of finishes that we’re starting this guide with a lipstick finish refresher course. It’s important to consider what types of finishes will work for your look, or even your personal style. We’ll help you find exactly what you’re looking for in a natural lipstick, minus the missteps.

Types of Lipstick Finishes

lipstick swatch chart

Matte and gloss and satin, oh my! Have you ever stood in your local paint department, obsessively comparing eggshell to semi-matte paint chips? Well, choosing your lipstick is just like choosing your wall paint finish. Lipstick finish matters, and can drastically change the vibe of any shade or makeup look. We’re comparing common lipstick finishes, to make it easier for you to decide which one is right for you. Peep below to explore high impact lipstick finishes to low-key pouts.

high glossed lips

High Gloss

Try: Lip Caramel: Red Velvet

To sum up this high gloss lipstick finish, think vintage candy red convertible. It’s here, it’s sexy, and it demands to be seen. High gloss shine is extra in a big way. This unforgettable finish is perfect for making your pout the center of attention while the rest of your makeup takes a backseat.

glossed lips

Gloss

Try: Fruit Pigmented Pomegranate Oil Anti Aging Lipstick: Dahlia

Richly pigmented, smooth and ultra hydrating best describe a traditional gloss finish lipstick. These classic creamy formulas are the perfect balance of high shine and matte. The Goldilocks of lipstick finishes. Because of the ultra creamy formula, gloss lipsticks perform best when used in conjunction with a natural lip liner to prevent bleeding or feathering.

satin lips

Satin

Try: Fruit Pigmented Pomegranate Oil Anti Aging Lipstick: Poppy

Satin finish gives off that perfect middle ground shine, and can vary from shade to shade. The majority of satin finish natural lipsticks are highly pigmented and opaque. They serve a smooth feeling (and lustrous look) on your lips.

semimatte lips

Matte

Try: Cocoa Butter Semi-Matte Lipstick: Sonora

Matte lipsticks are somewhat new to the game, but we predict they’ll be an everlasting makeup trend. Every makeup artist has at least a few matte lipsticks in regular rotation. Matte lipsticks are the complete opposite of gloss or shine. The flat and almost powdery finish has a way of making even the most daring shades wearable. That means matte lipsticks tend to flaunt more universally flattering hues.

sheer lips

Sheer

Try: Fruit Pigmented Lip Glaze: Pomegranate

A Lip Glaze is a hybrid of a lipstick and lip balm. It’s best used when you’d like a sheer to semi-sheer layer of color on your lips for a low maintenance look. This barely there lip product will deeply moisturize your pout while it enhances your lips natural beauty. The semi-transparent pop of color will become a staple on your “I woke up like this” days.

tinted lips

Tint

Try: Fruit Pigmented Lip & Cheek Tint: Cranberry Glow

Meet your multitasking hero that colors cheeks AND lips! It’s a blendable and buildable formula, with a creamy butter-balm texture. They’re also a step above on opacity compared to a lip butter. The easy push-pop tube makes it super travel-friendly for adding color on-the-go.

simmery glossed lips

Shimmer

Try: Gemmed Lip Gloss: Garnet

Remember High Gloss? Meet its close friend, Shimmer. Shimmery gloss has the same high impact shine without the deep, saturated color. Any lip product included in the shimmer category will have light reflecting qualities that will make your lips sparkle and shine. Color opacity on shimmery glosses usually leans light to none at all.

butter lips

Butter

Try: Fruit Pigmented Lip Butter: Pomegranate

A lip butter is best described as your favorite lip balm with the tiniest bit of color. The ultimate goal of this formula is hydration and healing for your lips, with low-commitment color. Swipe on with your finger or a Cruelty Free Retractable Lip Brush L10 and you’re good to go!

Before You Choose Your Perfect Lipstick Shade...

We know how tempting it is to dive head-first into the lipstick pool. But to be sure you’re picking the most flattering shade for you, start by identifying your skin tone first. No matter if your skin is fair, medium, or deep, everyone has a tone to their skin. That tone is the most important factor to consider when searching for your perfect shade of natural lipstick.

Check out the basic skin tone breakdown below. It will help you navigate the guide coming up next:

COOL SKIN TONES: Pink, Blue undertones

WARM SKIN TONES: Yellow, Golden undertones

OLIVE SKIN TONES: Mix of Green, Red, and Yellow undertones

Your Guide to EVERY Natural Lipstick

Our fruit pigmented natural lipsticks get their color from fruits like pomegranates, raspberries, and plums -- not synthetic dyes. When you look below at our stunning lipstick swatches, you’ll wonder why you ever considered using a lipstick colored with crushed bugs. These natural lipsticks are packed with antioxidants, vitamins, and deeply moisturizing butters for a multitasking lip treatment. It’s a 2-for-1; basically beauty and brains in a lipstick tube.

Cocoa Butter Matte Lipsticks

Cocoa Butter Matte Lipstick

Finish: Matte

Vegan: Yes

Gluten Free: Yes

Cruelty Free: Yes

Shade Range: 24

Cocoa Butter Matte Lipsticks Swatches

We’ve formulated almost twenty on-trend matte lip colors so you don’t need to compromise beauty for your health. “Most matte lipsticks contain tons of toxic chemicals and are full of heavy metals. Being that 100% PURE lipsticks are colored from berries, the heavy metals and toxins are not a concern," says founder Susie Wang. Forget what you know about conventional matte lipsticks that leave your lips dry, cakey, and flakey. We’ve formulated our natural lipsticks in a velvety base of cocoa butter and shea butter to moisturize your pout. Rice powder is the key ingredient in achieving that perfect matte finish.

PRO TIP: Expand your Cocoa Butter Semi-Matte Lipsticks shade range but mixing two or three lipsticks together. Create a custom shade that’s truly unique to you!

DESERT ROSE

Shade Description: Raspberry jam red

Best Skin Tone: warm, cool, or olive

OASIS

Shade Description: Berry wine

Best Skin Tone: warm, cool, or olive

SAVANNA

Shade Description: Pink mauve cocoa

Best Skin Tone: warm or olive

PLUME PINK

Shade Description: Nude pink mauve

Best Skin Tone: cool or olive

STRAWBERRY CACTUS

Shade Description: Peachy pink coral

Best Skin Tone: warm or olive

PROTEA

Shade Description: Neutral berry red with fuschia undertone

Best Skin Tone: warm, cool, or olive

PINK CANYON

Shade Description: Dusty nude pink

Best Skin Tone: warm, cool, or olive

SANDSTONE

Shade Description: Clay orange nude

Best Skin Tone: warm or olive

PRICKLY PEAR

Shade Description: Vibrant coral pink

Best Skin Tone: warm or olive

CACTUS BLOOM

Shade Description: Vibrant orange

Best Skin Tone: warm or olive

SONORA

Shade Description: Orange red

Best Skin Tone: warm or olive

MARRAKESH

Shade Description: Fuschia

Best Skin Tone: cool or olive

CURRANT

Shade Description: Deep berry red

Best Skin Tone: warm, cool, or olive

BLOOD ORANGE

Shade Description: Classic brick red

Best Skin Tone: cool or olive

HYACINTHUS

Shade Description: Deep berry purple

Best Skin Tone: cool or olive

AUBERGINE

Shade Description: Deep eggplant

Best Skin Tone: cool or olive

SAHARA

Shade Description: Deep, neutral nude

Best Skin Tone: warm, cool, or olive

MOJAVE

Shade Description: Warm, clay brown

Best Skin Tone: warm or olive

WINECUP

Shade Description: Cool-toned, antique berry

Best Skin Tone: cool or olive

CACTI

Shade Description: Cool-toned sepia brown

Best Skin Tone: cool or olive

AGAVE

Shade Description: Warm, chocolatey nude brown

Best Skin Tone: warm or olive

NOPAL

Shade Description: Neutral, deep, vibrant ruby

Best Skin Tone: warm, cool, or olive

MIRAGE

Shade Description: Cool, deep dusty pink

Best Skin Tone: cool or olive

CASSIA

Shade Description: Neutral, deep antique pink

Best Skin Tone: warm, cool, or olive

PROTEA

Shade Description: A neutral berry red with fuschia undertone

Best Skin Tone: warm, cool, or olive

Fruit Pigmented Pomegranate Oil Anti Aging Lipsticks

Pomegranate Oil Anti Aging Lipstick

Finish: Satin-Gloss

Vegan: Yes

Gluten Free: Yes

Cruelty Free: Yes

Shade Range: 16

Fruit Pigmented Pomegranate Oil Anti Aging Lipstick Swatches

Pomegranate is one of our favorite fruits for oh-so-many reasons. It’s chock-full of potent fruit pigment as well as vitamin c and anti-aging antioxidants. We’ve formulated our Fruit Pigmented Pomegranate Oil Anti Aging Lipsticks with super moisturizing pomegranate seed oil in a creamy base of shea butter. This super concentrated anti-aging formula will keep your lips soft with long lasting color. It’s basically a lip treatment that happens to be in your perfect lipstick shade.

PEONY

Shade Description: True pale pink

Best Skin Tone: warm or olive

HIBISCUS

Shade Description: Deep, neon red-orange

Best Skin Tone: warm or olive

CALYPSO

Shade Description: Berry red

Best Skin Tone: cool or olive

DAHLIA

Shade Description: Deep wine red

Best Skin Tone: cool or olive

POPPY

Shade Description: Bright blood red

Best Skin Tone: warm, cool, or olive

NARCISSUS

Shade Description: Deep pink

Best Skin Tone: cool or olive

MAGNOLIA

Shade Description: Bright bubblegum coral

Best Skin Tone: warm, cool, or olive

CALENDULA

Shade Description: Coral pink nude

Best Skin Tone: warm, cool, or olive

FOXGLOVE

Shade Description: Berry pink mauve

Best Skin Tone: cool or olive

PRIMROSE

Shade Description: Bright pink

Best Skin Tone: warm, cool, or olive

CLOVER

Shade Description: Deep, neutral pink-nude

Best Skin Tone: warm, cool, or olive

BUTTERCUP

Shade Description: Cool, deep pink

Best Skin Tone: cool or olive

ZINNIA

Shade Description: Cool, deep rosy brown

Best Skin Tone: cool or olive

BLACK ROSE

Shade Description: Cool, deep wine color

Best Skin Tone: cool or olive

THISTLE

Shade Description: Cool, rosy milk chocolate

Best Skin Tone: cool or olive

BEE BALM

Shade Description: Warm, deep peachy pink

Best Skin Tone: warm or olive

Fruit Pigmented Lip Glaze

Fruit Pigmented Lip Glaze

Finish: Semi-Opaque Gloss

Vegan: Yes

Gluten Free: Yes

Cruelty Free: Yes

Shade Range: 20

Fruit Pigmented Lip Glaze Swatches

Have you been looking for that perfect blend of a natural lipstick and lip balm? Look no further than our Fruit Pigmented Lip Glaze. This cruelty-free lip formula was created to give you the finest sheer wash of color for your lips. All twenty gorgeous lip glaze shades will cover your lips with highly nourishing vitamins and antioxidants. Treat your lips to deep hydration with skin softening avocado butter and cocoa butter. Lip Glazes are perfect for on-the-go makeup application; quickly swipe onto lips and you’re ready to get back to it! Stash one in your pocket, gym bag, or office drawer.

PRO TIP:Oh no! You accidentally extended your Lip Glaze bullet too far out and it broke off! Don’t stress, pop the bullet into a small container with a lid and apply as normal with our Cruelty Free Retractable Lip Brush L10.

SULTRY

Shade Description: Warm peachy brown

Best Skin Tone: warm or olive

DAIQUIRI

Shade Description: Medium pink

Best Skin Tone: warm, cool, or olive

SEDUCE

Shade Description: Coral nude

Best Skin Tone: warm or olive

COQUETTE

Shade Description: Dusty rose nude

Best Skin Tone: warm, cool, or olive

MELONTINI

Shade Description: Peachy coral

Best Skin Tone: warm, cool, or olive

VIXEN

Shade Description: Warm dusty pink

Best Skin Tone: warm or olive

CORALINE

Shade Description: Red coral

Best Skin Tone: warm, cool, or olive

ROSEHIP

Shade Description: Deep berry brown

Best Skin Tone: warm, cool, or olive

ROSE PETAL

Shade Description: Deep mauve pink

Best Skin Tone: warm, cool, or olive

PEACH

Shade Description: Deep peachy coral

Best Skin Tone: warm or olive

PEACH BELLINI

Shade Description: Purple pink

Best Skin Tone: cool or olive

RHUBARB

Shade Description: Deep berry pink

Best Skin Tone: cool or olive

LYCHEE

Shade Description: Deep pink brown

Best Skin Tone: warm, cool, or olive

FIG

Shade Description: Deep pale mauve

Best Skin Tone: cool or olive

ELDERBERRY

Shade Description: Deep pink mauve

Best Skin Tone: warm, cool, or olive

VELVETEEN

Shade Description: Dusty nude pink

Best Skin Tone: warm, cool, or olive

CABERNET

Shade Description: Deep brick red

Best Skin Tone: warm or olive

STRAWBERRY

Shade Description: Soft berry pink

Best Skin Tone: warm or olive

CHERRY

Shade Description: Deep purple berry

Best Skin Tone: cool or olive

POMEGRANATE

Shade Description: Deep pinky red

Best Skin Tone: warm, cool, or olive

Fruit Pigmented Lip Butter

Fruit Pigmented Lip Butter

Finish: Semi-Sheer

Vegan: Yes

Gluten Free: Yes

Cruelty Free: Yes

Shade Range: 4

Fruit Pigmented Lip Butter Swatches

These pocket-size lip products offer a subtle hint of color a nourishing base of avocado, shea, and cocoa butter. Give your lips a cooling peppermint refresh with our Fruit Pigmented Lip Butter Collection for on-the-go lip application. Our super hydrating lip butters will moisturize with a little kick of color while you’re out and about. The non-greasy, creamy formula will leave your lips silky and lightly pigmented all day long.

PRO TIP:Keep your Lip Butters fingerprint free by applying butters to your lips with our Cruelty Free Retractable Lip Brush.

CRANBERRY

Shade Description: Deep red wine

Best Skin Tone: warm, cool, or olive

PEACH

Shade Description: Bright coral

Best Skin Tone: warm or olive

POMEGRANATE

Shade Description: Deep purple wine

Best Skin Tone: cool or olive

STRAWBERRY

Shade Description: Medium earthy red

Best Skin Tone: warm, cool, or olive

Lip Caramels

Lip Caramel

Finish: High Gloss

Vegan: Yes

Gluten Free: Yes

Cruelty Free: Yes

Shade Range: 10

Lip Caramel Swatches

We created the Lip Caramel Collection for all beauty lovers who want intense, highly-pigmented liquid lipsticks. Intense, saturated color from fruit and achiote seeds is what infuses this lightweight liquid lip formula. Our innovative Lip Caramels combine the smooth texture of gloss with the high performance effects of a natural lipstick. Each lip caramel’s subtly sweet scent of vanilla and caramel will leave you reminiscing over delectably sweet treats!

PRO TIP:Apply the Lip Caramel directly to lips, outlining first for a clean line. Leave as is for a high gloss finish, or blot gently with a tissue for a stained look.

RUM NOUGAT

Shade Description: Peachy nude

Best Skin Tone: warm or olive

BUTTERCHEW

Shade Description: Pinky brown nude

Best Skin Tone: warm, cool, or olive

GANACHE

Shade Description: Medium rosy nude

Best Skin Tone: cool or olive

TRUFFLE

Shade Description: Deep mauve brown

Best Skin Tone: cool or olive

CHERRY CORDIAL

Shade Description: Bright berry

Best Skin Tone: cool or olive

SCOTCH KISS

Shade Description: Bright red-orange

Best Skin Tone: warm or olive

RED VELVET

Shade Description: Deep classic red

Best Skin Tone: warm, cool, or olive

SORBETTO

Shade Description: Medium pink-purple

Best Skin Tone: cool or olive

PLUM WINE

Shade Description: Deep purple wine

Best Skin Tone: cool or olive

MELON DROP

Shade Description: Bright coral pink

Best Skin Tone: warm, cool, or olive

Gemmed Lip Gloss

Gemmed Lip Gloss

Finish: High Gloss

Vegan: Yes

Gluten Free: Yes

Cruelty Free: Yes

Shade Range: 8

Gemmed Lip Gloss Swatches

Our Gemmed Lip Gloss Collection was inspired by the beauty of semi-precious and precious gemstones. We’ve captured the sparkle and glimmer of these stones in a natural lip gloss formula. The high shine from vitamin E and vegetable glycerin is deeply moisturizing. Our sheer formula is made with six finely crushed gemstones: Labradorite, Moonstone, Australian Opal, Pyrite, Sunstone, and Mica. The lip gloss applicator was thoughtfully made with a hole in the center so it can hold more product, to allow for faster and easier application.

PRO TIP:Our long lasting Gemmed Lip Gloss can be used by itself or layered on top of our other natural lipsticks to create more dimension and high gloss to your lips.

CITRINE

Shade Description: Sheer peachy red

Best Skin Tone: warm or olive

PEACOCK ORE

Shade Description: Sheer pinky red

Best Skin Tone: warm, cool, or olive

RAINBOW AURA

Shade Description: Sheer peachy nude

Best Skin Tone: warm or olive

ROSE QUARTZ

Shade Description: Sheer pinky purple

Best Skin Tone: cool or olive

MOONSTONE

Shade Description: Sheer mauve nude

Best Skin Tone: warm or olive

RUBY

Shade Description: Semi-sheer deep magenta

Best Skin Tone: cool or olive

CRYSTAL

Shade Description: Sheer pale nude

Best Skin Tone: warm, cool, or olive

GARNET

Shade Description: Semi-sheer deep red

Best Skin Tone: cool, or olive

If you can’t get enough lipstick eye candy, check out our Top 10 Lipsticks Inspired by Roses. Have you ever wondered what colors your lipstick? Your questions are answered on our in-depth dive into Do You Know What's Really In Your Natural Lipstick? And if you’re serious about making the switch to natural makeup, check out our other comprehensive guide, How to Choose the Best Natural Foundation. Safe, beautiful, and natural ingredients for the win!

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