I first learned about 100% Pure cosmetics back in 2005. My first son was just born and at that point, I had my esthetics license for just a few years –  learning about the spa and wellness industry definitely has an effect on you so I was searching for something organic for makeup and skincare regimen.

In my research, I came across a new company at the time called 100% Pure, just the name alone was enough to make me want to know more!  As I read about the company I learned that they used fruit pigments – meaning the stain from fruits – in order to create the color for use in their eyeshadows and lipsticks.  Further research told me a little bit about the founder, Susie Wang, who was a chemist working for one of the top three makeup companies in the world.  She had an experience that changed her life. She was mixing chemicals for cosmetics and the chemicals spilled onto the table she was working on. The table warped and this got Susie thinking about what the chemicals were doing to our skin if it could warp a piece of furniture.

This experience provoked Susie to start a company that has grown over the years into a global brand and she recently opened her beautiful new store in Newport Beach, California at Fashion Island – one of my favorite shopping destinations.

Since I knew of 100% Pure when it was first starting out there is a strong connection for me to this product and to this company – and I am so proud to have watched Susie grow this important skincare and makeup company into what it is today.

I recently went to visit this beautiful new shop – Susie was there as part of a panel talking about the Keep A Breast Foundation; it was a very moving discussion and very memorable.  I even had an opportunity to do a makeup application on a client while I was there as all of their products have testers so you can play with color and skincare!

Susie and I have exchanged several emails over the years but it was great to finally meet her in person. She had a mission to create a clean beauty brand and she did it!! The brand is also practically vegan with the exception of a few products. The most important part of my story is the efficacy of these products – everything works! The masks are effective the moisturizers are effective the potions and lotions are effective and the makeup feels wonderful on your skin.  And…if you have difficulty wearing mascara because it irritates your eyes – just try 100% Pure Fruit Pigmented Mascara – because the product is vegan and chemical-free it won’t irritate your eyes like other mascaras.

The company recently launched new skincare products that I’m excited to tell you about.

50% Vitamin C Mask: A vegan mask with skin brightening ingredients to promote collagen and elastin production, enhance the glow and soften skin!    

Multi-Vitamin + Antioxidants PM Eye Treatment – a rich vitamin concentrated eye cream that helps brighten the eye area and lessen the appearance of lines and wrinkles – while increasing firmness, elasticity!

If you love makeup as much as I do there’s no better feeling than using clean brands like 100% Pure!!  We’ll discuss this company more after the new year in our “Clean Beauty Brands” article!