100pure

100% Pure sells fruit-pigmented color cosmetics, skin-care, hair-care and body-care. Products run mid-range to premium: mascaras $26-$30, serums $45-$70, shampoos $34-$38. The line is sold primarily through 100percentpure.com and a small chain of nine U.S. retail boutiques in California, Texas and New York. The brand formulates without synthetic dyes, fragrances or preservatives; makeup shades are derived from cocoa, berries and tea. All formulas are vegan, cruelty-free and manufactured in-house in Silicon Valley. Its best-known SKUs include the Coffee Bean Caffeine Eye Cream and Fruit Pigmented Ultra Lengthening Mascara. Core shoppers are health-conscious women aged 25-45 who read ingredient lists and avoid “toxic” chemicals; many are pregnant, nursing or have sensitive skin. The company courts eco-ethical values: recyclable glass packaging, quarterly tree-planting campaigns and full ingredient transparency. 100% Pure competes in the clean-beauty space against indie naturals and prestige “free-from” lines. It differentiates by owning the entire supply chain, using food-grade plant pigments instead of mineral micas, and offering a lifetime loyalty program that funds reforestation projects.