100% Pure is a cruelty-free and non-toxic makeup and skincare company. Starting in April 2020, 100% Pure began the process of transitioning all of their products to be 100% vegan. Therefore, as of April 2020, most (but not all) of their products are vegan. 100% Pure is certified cruelty-free by Leaping Bunny and PETA Beauty Without Bunnies.

100% Pure does not test its products or ingredients on animals, nor do they ask anyone to on their behalf. They also do not sell their products in countries that require animal testing. Thus, 100% Pure does not sell in mainland China.

100% Pure is Mind Over Mango approved.

100% Pure skincare and cosmetics adheres to strict purity standards. They source all of their pigments from natural resources such as fruits, vegetables, tea, and cocoa. By doing so, they avoid using heavy metal dyes and FD&C colorants.

Most of 100% Pure’s products are manufactured in the USA. Several products are manufactured abroad but all remain cruelty-free.