The fruit-pigmented make-up and body care I reach for when I want to glow
I don’t wear much make-up day to day. Most mornings it’s clean skin, a little lip colour and out the door with the children. But when I do want to feel a bit more polished, for a date night, a special occasion or just a tired morning, I want products that feel like skincare and that I feel good about putting on my skin.
That’s why 100% Pure has become my go-to. Its make-up is coloured with pigments from fruit, vegetables, tea and cocoa rather than synthetic dyes, and its body care smells like a holiday.[2]
Here’s my full guide to the 100% Pure pieces I recommend: the make-up, the body care and the hair care, what makes the brand different, and who I think it suits.
100% Pure’s Beauty Deals are live, with a free gift of your choice on larger orders. Click through my link to see the current deals on 100% Pure’s site.
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Jump to: Face · Eyes and brows · Lips · Body and hair · My favourites · Questions
Why I love 100% Pure
100% Pure was started by Susie Wang after years of ingredient research, and its formulas are made by its own team of PhD chemists in a solar-powered facility in California.[1] The brand says most of the botanicals it uses come from regenerative farms and are certified organic.[1]
Its make-up is cruelty-free, which matters a lot to me.[2] And honestly, the textures are what keep me coming back: serum foundations, glossy balms and body butters that melt into your skin.
💖 Fruit-pigmented colour. Shades coloured with pigments from fruit, vegetables, tea, cocoa and coffee rather than synthetic dyes.[2]
💖 Plant-based formulas. Ingredients like olive squalane, aloe vera, cocoa butter and maracuja oil.[2]
💖 Cruelty-free. 100% Pure describes its products as cruelty-free.[2]
💖 Feels like skincare. Lightweight, buildable formulas that let your skin show through.
The 100% Pure range I recommend
Here’s everything from 100% Pure on Glowing Healthy, from face and eyes to lips, body and hair. Tap any product to go straight to it.
Face
Eyes and brows
Lips
Body and hair
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My 100% Pure favourites
2nd Skin Foundation: for date nights
This is a serum foundation made with olive squalane and fruit pigments, and it really does feel like a second skin. 100% Pure describes the coverage as medium to full and adjustable, with a natural finish.[2]
I use a little for an even, fresh look, and build it up when I want more polish.
“I love how this foundation feels weightless on my skin while offering a smooth, even finish that lasts throughout the day. It’s my favourite for date nights.” - Georgie x
Maracuja Mascara: the one I come back to
Maracuja oil from passion fruit, pro-vitamin B5 and seaweed, with colour from tea, cocoa and coffee beans. 100% Pure says it’s water-resistant and coats lashes without clumping or flaking.[2]
“I’ve tried so many natural mascaras and this is the one I always come back to. It lengthens and lifts without clumping, and I love that it’s made with fruit pigments and feels so light on my lashes.” - Georgie x
2nd Skin Concealer: for tired mornings
Silky, buildable and coloured with fruit pigments, with hydrating olive squalane. You can use it for spot concealing, highlighting or all-over coverage.[2]
“I don’t tend to wear makeup day-to-day, but this concealer is my little boost on tired mornings - it brightens up my under-eyes, blends in like a dream, and gives me that fresh-faced boost without ever feeling like I’m wearing anything.” - Georgie x
Fruit Pigmented Lip Gloss: always in my bag
Five semi-sheer shades with vitamin E and colour from fruit, never synthetic dyes, according to 100% Pure.[2]
“I always keep one of these in my bag - it adds just the right amount of shine and colour, and it feels more like a lip balm than a gloss.” - Georgie x
Whipped Body Butter: a little luxury
Aloe vera and rose hydrosol, with cocoa butter, avocado butter and blackcurrant oil, all wrapped in a sweet coconut scent.[2] It’s the one I reach for when my skin feels dry.
“This body butter feels like such a treat every time I use it. It melts into my skin, leaves it feeling so soft and nourished.” - Georgie x
Mangosteen Shower Gel: a holiday in the shower
A sulphate-free shower gel with gentle coconut-based cleansers, aloe and rose hydrosol, and a juicy tropical mangosteen scent.[2]
“I absolutely love this shower gel! It smells like the freshest tropical fruit and instantly makes my morning shower feel like a holiday.” - Georgie x
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Who I think 100% Pure is perfect for
💖 You want make-up that feels like skincare with light, buildable textures.
💖 You prefer plant-based colour from fruit and vegetable pigments.
💖 You’re building a cleaner routine one swap at a time.
💖 You love a beautiful scent in your body care and shower.
Good to know
💖 Shade matching. Check the shade guides on each product page, especially for the foundation and concealer.
💖 Sensitive skin. Always read the full ingredients list and patch test new products, especially if you react to fragrance or essential oils.
💖 Ships from 100% Pure. You buy directly from 100% Pure’s own site, so delivery and returns follow its terms.
How I use 100% Pure, day to night
On an ordinary school-run morning, it’s just a touch of concealer under my eyes, a swipe of mascara and a lip gloss. It takes two minutes and I look a little more awake.
For an evening out, I’ll add the 2nd Skin Foundation, a little blush and highlighter from one of the palettes, and a Lip Caramel for more colour. And at home, the shower gels and body butters turn an ordinary shower into a tiny spa moment.
Your questions, answered
Do I buy from Glowing Healthy?
No. You buy directly from 100% Pure. Every Shop button on this page takes you straight to its site.
Is there a discount?
100% Pure’s Beauty Deals are live right now, with a free gift of your choice on larger orders. You’ll see the current deals when you click through.
Is 100% Pure cruelty-free?
Yes. 100% Pure describes its products as cruelty-free.[2]
What gives the make-up its colour?
100% Pure uses pigments from fruit, vegetables, tea, cocoa and coffee rather than synthetic dyes.[2]
Which product should I try first?
If you’re new to the brand, I’d start with the Maracuja Mascara or a Lip Gloss. They’re the easiest everyday swaps.
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Sources:
[1] 100% Pure, About 100% Pure.
[2] 100% Pure, Product pages, linked from the Shop buttons.
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