Photo: 100% Pure
I was introduced to 100% Pure shortly after going cruelty-free, when I was looking for a brand to support that ticks all the ethical boxes: cruelty-free, vegan, and formulated with conscious ingredients. Although they're mainly known for their fruit-pigmented makeup, they also offer everything from skincare to hair and body care. I've been a fan of their makeup for a long time now, and I'm going to share my thoughts on some of their products.
I've tried several of their products throughout the years, and the ones I'm sharing my thoughts on in this post are some of my favorites. I'll be covering their best-selling Fruit Pigmented Ultra Lengthening Mascara ($26), their Fruit Pigmented Full Coverage Water Foundation ($41), their Cucumber Cloud Foam Cleanser ($28), their Rose Hyaluronic Acid serum ($48), and their Super Fruit Facial Oil ($46).
1. Maracuja Mascara
Photo: 100% Pure
100% Pure offers two different mascaras: Their Fruit Pigmented Lengthening Mascara, and their Maracuja Mascara. After trying both, I would say that your favorite will depend on your needs. Their lengthening mascara is certainly more lengthening, and it also provides decent volume. The bristles are more traditional and the formula is drier.
This one however has a sturdier brush and the formula is wetter. This means that it's more hydrating (hence the name and the moisturizing ingredients) and it also looks more natural and feathery while giving a lot of darkness and thickness to your lashes. You can apply a single coat for a more natural look, or build it up for more intensity. It's pigmented with black tea, coffee, and cocoa, and it's also available in multiple dark shades.
2. Fruit-Pigmented Full Coverage Water Foundation
Photo: 100% Pure
After trying several foundations from 100% Pure, this is my favorite one yet. For those looking for a glowy look, this foundation has a lovely dewy finish while providing medium to full coverage. It's very lightweight and easy to apply, and you can blend it in with a brush or a beauty sponge, or even use your fingers if you choose.
It's available in 19 shades, and 100% Pure seem to constantly be expanding their shade ranges which is great. I also love that the shades are divided into warm, neutral, cool, but also olive. I've heard many olive girls complain about a lack of foundation shades that match them, so it's nice to see a makeup brand making it easy for all the different tones.
Because it's on the dewy side, I prefer to powder on top. I also like to use 100% Pure's Bamboo Blur Powder in translucent, but of course, any powder will do.
In terms of the ingredients, this foundation is vegan and consciously-formulated with ingredients that are non-toxic for the planet and for your skin. The packaging is made from glass with an aluminum lid, which is eco-friendly as well. My only concern is that my pump was unfortunately defective, but I absolutely love the foundation itself so I'm willing to put up with it!
3. Cucumber Cloud Foam Cleanser
Photo: 100% Pure
This cleanser is as soothing as the name implies. Because it's a foaming cleanser, it's more gentle than a gel, but it removes all trades of dirt and impurities. The dispenser works great and makes the product simple to use. If you're looking for a cleanser that won't make your face feel dry and tight, I recommend this one. I believe it would work well for all skin types, even those with oilier skin.
You can use it on its own if you're not wearing sunscreen or makeup, or use it as a double-cleanse after using an oil makeup remover or a balm as your first cleanse. It's gentle while being effective at removing the last bit of grime.
It's packed with soothing ingredients with a base of organic Aloe Leaf Juice, Cucumber Hydrosol, and Calendula Hydrosol. It also contains Rose Hydrosol, Glycerin, and Chamomile to make it super soothing.
4. Rose Hyaluronic Acid Serum
This is a hydrating serum that's best used immediately after cleansing, in the morning and/or in the evening. Follow it with your favorite moisturizer topped with an oil to lock in all the benefits. It feels very hydrating and has a wet, slippery feel. It dries down completely matte, and you absolutely need to follow it with a moisturizer to achieve the desired effect.
Ingredient-wise, it has an organic Aloe Leaf Juice base with Rose Hydrosol. Hyraluronic Acid is the fifth ingredient on the list, very high up. This serum is scented with natural essential oils, and you'll mostly smell a light, pleasant rose scent.
5. Super Fruit Facial Oil Antioxidant Complex
Photo: 100% Pure
