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Our Mission

100% PURE™ isn’t just our name. Or just our ingredient list. 100% PURE™ is a commitment to producing the purest, healthiest products and educating everyone on why being 100% PURE™ is so important. We strive to live with compassion, kindness and empathy; to be environmentally sustainable and to improve the lives of 6 billion people and animals while also being charitable and giving back to our global community.

Meet Our Founders

Our Natural Ingredients

Guaranteed PURE Guaranteed PURE

All 100% PURE™ formulations adhere to strict purity standards and will never contain harsh or toxic ingredients

Naturally Pigmented Naturally Pigmented

We source our pigments from fruit, vegetables, tea, and cocoa to avoid commonly used FD&C colorants and heavy metal dyes

completely cruelty-free Completely Cruelty-Free

Our commitment to animal welfare means that we will never, EVER test on animals – and that our products will always be certified cruelty-free

Ingredient Sourcing Ingredient Sourcing

We go through a painstaking process to make sure each ingredient sourced is never animal sourced

How We Define Natural:

An ingredient or formula composed of plant, mineral, and/or marine vegetation that undergoes chemical changes due to biological processes such as fermentation, distillation, and cold processing

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