100% PURE® 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 100% PURE® Founders

About Susie Icon

Susie Wang
FOUNDER . CHIEF CREATIVE

“My mission is to create the absolute healthiest, purest, most nourishing formulas.”

About James Icon

James Wang
FOUNDER . COO

“I am committed to producing the highest quality products.”

About Ric Icon

Ric Kostick
FOUNDER . CEO

“My goal is to make the biggest, positive change.”

100% PURE® Natural Ingredients

Guaranteed Pure Icon

Guaranteed PURE

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

Naturally Pigmented Icon

Naturally Pigmented

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

Naturally Pigmented Icon

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”

Naturally Pigmented Icon

Ingredient Sourcing

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

Fruit Pigmented® Makeup

100% PURE® cosmetics are colored from vibrant fruit, vegetable, tea and other plant pigments which contain an exorbitant amount of skin beneficial vitamins, antioxidants and other healthy phyto nutrients that make skin healthier. Most other cosmetics are colored from FD&C dyes like Red Dye #40, Blue Dye #6, Yellow Dye #5, etc which could contain harmful coal tar, lead, mercury and other heavy metals.

Truly 100% Pure

100% PURE® products are truly 100% pure: no synthetic chemicals, chemical preservatives, artificial fragrances, artificial colors, harsh detergents or any other unhealthy toxins.  Rather than using chemical preservatives, 100% PURE® uses natural preservatives and anti-bacterial herbs.  It has several other unique proprietary technologies that distinguish the company from competitors. 100% PURE® uses unique technology to stabilize active ingredients from oxidizing and also has a proprietary 100% natural preservative system, using Japanese Honeysuckle, Thyme, Oregano, Goldenseal, Rosemary, Lavender and a high concentration of vitamins and antioxidants, to preserve all products.  On each product, there is an open jar symbol with a number on it. That number indicates how long you can use the product once it is opened.

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

MADE FOR SHARING

This is our collaboration with you—share your story, share your style, share your creativity with #VITABELLAMY

Dip yourself in the ocean with the 100% Pure Kelp & Mint shampoo for fresh beachy waves and voluminous hair .

Ready to unveil the inner oceanic goddess within? 🌊.

#Vitabella #VitabellaMY #100percentpure #parabenfree #Organic #CrueltyFree
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Stay conscious —make sure to take time off alone to tune out the noise of others' opinions. Your own inner voice deserves to be heard too.

Always have enough courage to follow what your heart and intuition says. 💛 #stayinspired

#Vitabella #VitabellaMY #Puristry #parabenfree #Organic #CrueltyFree
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Always wanted the Hollywood shine glossy locks minus the harsh chemicals? Bring it on!

Vibe to your favourite y2k tracks while showering, when you use this amazing shampoo by 100% Pure. We’re confident this’ll make the little kid in you proud. 💖✨

#Vitabella #VitabellaMY #100percentpure #parabenfree #Organic #CrueltyFree
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A beautiful blend of seed and essential oils, Puristry has created one of the lightest facial oil formulas that has nothing but potent plant based goodness.

Jump on the facial oil wagon with a soothing, nourishing, and moisturizing pick. Perfect for oil newbies ✨

#Vitabella #VitabellaMY #parabenfree #Puristry #puristryskincare #Organic #CrueltyFree
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Goli gummies put the fun, tasty, and vibrant all in one when it comes to beauty supplements! We’re obsessed with the cute packaging, and also the benefits of this tasty gummy.

#goli #GoliGummy #Vitabella #VitabellaMY #parabenfree #Organic #CrueltyFree
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Puristry knows how to curate ingredients when it comes to skin— their Nopal Cactus Cleanser is a standing testament.

Keep your skin free from pollutants while packing in the hydration.

This cleanser is best paired with their Seaberry Moisturizer if you have sensitive skin concerns ☺️

#Vitabella #VitabellaMY #Puristry #parabenfree #Organic #CrueltyFree
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One out of two in our COCO2U selection — the Cleansing Bar is concocted with Organic Virgin Coconut Oil & Melaleuca Tea Tree Oil and other natural ingredients.

Perfect for acne prone skin.
🤩

Ready to be amazed by what this soap can do for you? 😳😱

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#COCO2U #rosegeranium #Vitabella #VitabellaMY #parabenfree #Organic #CrueltyFree
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Refresh your internal browser, take a short break in the shower with an aromatherapeutic citrusy treat.

Sometimes it’s all you need to feel yourself again. 🍊

100% Pure’s Yuzu & Pomelo Shampoo is an uplifting choice for the fans of sweet and sour delights.

#Vitabella #VitabellaMY #100percentpure #parabenfree #Organic #CrueltyFree #100percentpureshampoo
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Lightly sweet and gracefully floral. 🌹

Our favourite COCO2U Detoxifying Bar is infused with Rose Geranium essential oil to leave your skin moisturized with a healthy glow.

#COCO2U #rosegeranium #Vitabella #VitabellaMY #parabenfree #Organic #CrueltyFree
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Hormonal breakouts? We’ve got you covered. Detox with the Activated Charcoal Detoxifying bar whilst enjoying the calming effect and natural fragrance from the Rose Geranium Essential Oil.

#Vitabella #VitabellaMY #100percentpure #parabenfree #Organic #CrueltyFree
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2 gummies = 1 shot of ACV

Made with real apples, the sweet Apple taste of Goli Gummies was achieved by combining the perfect amount of all organic:
-apples 🍎
-pomegranates💖
-beetroots 🍠
-carrots🥕
-blackcurrants 🍇

It also boosts weight loss! An all girls’ best friend—get your holy grail juicy Goli Gummies from Vitabella now!

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#goli #GoliGummy #Vitabella #VitabellaMY #parabenfree #Organic #CrueltyFree
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COCO2U brings you a banging bar made of the finest botany to your skin! This Deep Cleansing bar synergizes the uniquely therapeutic benefits of Dead Sea Mud and Melaleuca Tea Tree oil to deeply cleanse the akin by lifting oil and dirt out of clogged skin pores.

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#Vitabella #VitabellaMY #COCO2U #parabenfree #Organic #CrueltyFree
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Smell the ocean of self-love every time you splash water to wash your face. 🌊

This bar soap is more than just what you see. It detoxes and purifies your skin.

Vitabella is now pleased to announce our new addition to our family— COCO2U!

Formulated with Dead Sea Mud, Melaleuca Tea Tree Oil, you’ll be surprised to see what this soap can do for you.

Find it on our website to discover what it can do for you.

#Vitabella #VitabellaMY #100percentpure #parabenfree #Organic #CrueltyFree #COCO2U #deadseamud #facialbar #allnatural #cleanbeauty
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Chapped lips? No quicker remedy than a proper lip balm!

Keep your lips smacking and kiss ready with tangy flavours like Mint Mojito or Orange Mint.

100% Pure has got your back.
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#Vitabella #VitabellaMY #100percentpure #parabenfree #Organic #CrueltyFree
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Shower gel for the joyful and cheerful souls that you are.

Choose from a variety of 8 fresh, fragrant & nature inspired flavours that 100% Pure has concocted to bring that good juju into your daily life! 🏖

#Vitabella #VitabellaMY #100percentpure #parabenfree #Organic #CrueltyFree
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Rose water for a Rose coloured world - 100% Pure’s Rose Micellar Cleansing Water is the gentlest yet most effective way to remove excess makeup and impurities that are stuck on your skin after a long day out; or a full day in front of a screen.

Micellar is a compound that lifts away dirt like a magnet!

Stay clean, hydrated and pure.

Take care of you.
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#Vitabella #VitabellaMY #100percentpure #parabenfree #Organic #CrueltyFree
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Spritz & clean like a lady and enjoy a pleasant tea tree & aloe scent with 100% Pure’s Hand Sanitizer spray. You can’t go wrong with this if you’re out for a night with the girls.

#Vitabella #VitabellaMY #100percentpure #parabenfree #Organic #CrueltyFree
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Lycopene is a strong antioxidant with many benefits. It protects the skin from sun damage, pollutant harm and more.

Found to fight free radicals and keep stress off your skin, 100% Pure’s Tomato Lycopene sunscreen will have you singing the ketchup song whenever you slather it on.

Try it now!
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#Vitabella #VitabellaMY #100percentpure #parabenfree #Organic #CrueltyFree
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Dainty lips for the dainty girl. Being graceful is simple and now easy with 100% Pure’s All-natural Lipsticks

Get your favourite pop of color minus harmful chemicals today.
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#Vitabella #VitabellaMY #100percentpure #parabenfree #Organic #CrueltyFree
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Be brave enough to stand up for something, even if it means standing up alone. That goes to choosing your eye products too! Never be swayed by another’s opinion again once you know what’s best for you. 100% Pure’s Coffee Bean Caffeine Eye Cream is ready to show you what’s possible.

#Vitabella #VitabellaMY #100percentpure #parabenfree #Organic #CrueltyFree
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