100% PURE

100% PURE makes clean, cruelty-free beauty — famous for Fruit Pigmented® makeup colored with real fruit and veggies, plus natural skin care. Shop online.

100% PURE specializes in clean, cruelty-free beauty products colored with real fruit and vegetables. Their range spans makeup, skincare, and bath essentials at mid-range prices.

What 100% PURE Solves for Clean Beauty Shoppers

100% PURE addresses the demand for genuinely natural cosmetics by using Fruit Pigmented® technology—a proprietary approach that derives makeup colors from real fruit and vegetable extracts rather than synthetic dyes. This appeals to shoppers seeking transparency in ingredient sourcing and formulation. Beyond makeup, the brand extends into skincare, hair care, and bath products, all positioned as cruelty-free and clean. For consumers skeptical of greenwashing, the specificity of their Fruit Pigmented claim offers a tangible differentiator. Their online store model keeps overhead low, which reflects in the product pricing spanning USD 16 to USD 112 across a catalog of around 250 items. This range means entry-level lip tints and body products sit alongside premium serums and specialty skincare, making natural beauty accessible without mandatory luxury price tags.

How 100% PURE Organizes Its Product Selection

The brand segments its catalog into clear categories, with Skin Care and Special Access collections forming the largest portion of their offerings. Hair Care, Bath & Body, Fruit Dyed Makeup, Makeup, Hands, and Body Scrubs round out the portfolio, giving shoppers multiple ways to commit to a natural routine—whether starting with makeup swaps or wholesale skincare refreshes. Skin Care dominates their product development focus, reflecting industry trends toward minimalist, ingredient-conscious routines. The Fruit Dyed Makeup line is the brand's signature offering, directly tied to their Fruit Pigmented trademark. Special Access items suggest limited editions or member exclusives, adding incentive for repeat visits. This tiered approach means a first-time shopper can pick a single lip color to test the brand, while loyal customers find enough depth to rebuild an entire regimen in natural, fruit-based formulas.

What stands out

• Fruit Pigmented makeup uses real fruit and vegetable extracts instead of synthetic dyes
• Cruelty-free, clean formulations across skin care, hair, makeup, and bath categories
• Price entry point of USD 16 makes natural beauty accessible for first-time buyers

Worth knowing

• Premium positioning means higher cost than conventional mass-market beauty brands
• Smaller product range compared to established mainstream cosmetics retailers

What makes 100% PURE's Fruit Pigmented makeup different

Fruit Pigmented is 100% PURE's proprietary technology that colors makeup using real fruit and vegetable extracts rather than synthetic pigments. This means lipsticks, eyeshadows, and foundations derive their shades from ingredients like beets, berries, and other plant sources, offering both color and nutrient benefit.

What price range should I expect at 100% PURE

Products range from USD 16 to USD 112 across their catalog of approximately 250 items. Entry-level products like lip tints and body scrubs sit at the lower end, while specialized serums and premium skincare formulas occupy the upper price tier.