I’m thrilled to say that 100% Pure has opened up a physical location in the Westfield UTC mall in La Jolla (San Diego)! I have been a huge fan of their mascara for a long time and this grand opening was a perfect reminder that a review is way overdue.
About 100% Pure
It’s all in the name – 100% Pure is exactly that, pure. No synthetic chemicals, chemical preservatives, artificial fragrances, artificial colors, harsh detergents or any other unhealthy toxins. On top of that, they are a vegan company – their products are never tested on animals and contain no animal ingredients (besides cruelty-free honey and beeswax in certain items). All of their ingredients are food grade which means their products do not require testing because they are literally safe enough to eat!
100% Pure’s corporate offices are run by 100% solar energy, their company is 100% electric and our pure, biodegradable formulas are packaged with post consumer recycled plastic, glass, soda cans, paper and printed with biodegradable non toxic vegetable ink. 100% Pure loves animals – they are completely cruelty free and contribute to charities that benefit animal welfare.
100% Pure has a wide range of beauty products, from makeup to skincare to hair products to bath and body stuff, making them a one-stop shop for those looking to overhaul their bathroom to be more vegan and/or more natural. They are reasonably priced – not cheap but more affordable than a lot of products of equal quality.
100% Pure Mascara Review
Favorite. Mascara. Ever. End of review.
Ok, ok, I’ll tell you more! The 100% Pure Fruit Pigmented Mascara is the best mascara I’ve ever used, even compared to all the commercial brands. The fact that it’s cruelty-free and vegetarian (it contains cruelty-free honey and beeswax, so it’s not technically vegan) makes me feel like I’ve done something right with my life.
The 100% Pure Fruit Pigmented Mascara is my dream cruelty free mascara: it is 100% natural, vegetarian, it defines and lengthens without clumping or being heavy. It’s made out of black tea and colored with berry pigments. I buy the Black Tea color, which is a true black. 100% Pure sent me the Blackberry to sample, which is a purplish-brown and smells amazingly of blackberries. Both colors worked well (as described below) but I prefer the Black Tea because I have black lashes and the Blackberry was not the pure purple that I was hoping for. The Blackberry color would be perfect for someone who has lighter lashes and typically wears a brown mascara.
If you like a heavy mascara, the 100% Pure Fruit Pigmented Mascara is not for you. I’ve read some complaints about the brush: the wand is very long and the brush head has a unique shape to it (as you can see in the picture above). I personally love the wand and shape, I feel it allows me to get the bristles super close to my lash line so I can easily wiggle the brush at the lash base causing my lash line to look rich and full, while the bristles separate and lengthen my lashes like crazy.
I prefer a super defined, lengthened lash (I don’t like mascaras that thicken the lash) and this mascara does that better than any I’ve used with the huge added bonus of being cruelty free and all natural. As you can see from the pictures above, putting on more than one coat does not create a drastic difference, as your lashes will stay defined, they will just get darker at the base. It’s easy to remove, and doesn’t smudge or flake throughout the day. The formula is perfect for sensitive eyes and has not caused me any irritation.
Bonus Review: French Lavender Hand Buttercream
I happened to get three samples of the 100% Pure French Lavender Hand Buttercream in my Birchbox a few months ago. I LOVE IT. Seriously, the lavender scent is so pretty and soft, and the consistency of the buttercream hand lotion is phenomenal. Not greasy at all, it sinks right into your skin making your hands immediately softer and silkier looking.
I’m obsessed with this product, I put it on every night before bed and my hands and cuticles look healthy despite the dry air right now. A little goes a long way – I’ve been using the same tiny sample packet for three nights now and it’s only half gone. At only $8 a bottle, this lotion is a steal!