100% PURE is cruelty free but not 100% vegan

100% PURE pledges that the brand does not conduct, contract out or fund animal testing in the developing, manufacturing or marketing of their products. Whilst 100% PURE recognises the importance of customer safety, the brand believes this can be sufficiently achieved without animal cruelty. 100% PURE is cruelty free and stands against animal testing. Furthermore, 100% PURE does not export its products to mainland China and/or other countries, where animal testing is required by law.

Cruelty free statement

We never test our raw ingredients or formulas on animals! Animal testing at any stage, from procurement to distribution, is never permitted. We’re committed to remaining cruelty-free.



100% PURE is an American mid-range skin, body, hair care and makeup brand.

Parent company

100% PURE is an independent company.


  • PETA awarded 100% PURE with the Beauty Without Bunnies certification
  • Cruelty Free International awarded 100% PURE with the Leaping Bunny certification

Vegan status

Not all 100% PURE products are suitable for vegans. Please always check the ingredient list of the product before making a purchase.

Vegan statement

All of our products are cruelty-free, and most are vegan. We’re currently in a transitional phase and are moving to become a fully vegan brand. Some products contain animal-derived ingredients, like milk enzymes, beeswax, or honey. Products with these ingredients will be phased out and replaced with vegan alternatives in the future.


Stockists in the UK

You can find 100% PURE products at brand’s official website.

Cult products

  • Coffee Bean Caffeine Eye Cream
  • Luminous Primer
  • Fruit Pigmented® Ultra Lengthening Mascara

If you like 100% PURE, you may also like to check RMS Beauty

To help you switch to cruelty free cosmetics, we have cruelty free, vegan and certified cruelty free lists of brands for you to explore.
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