Posted on March 6, 2024<\/em> Written by: 100% PURE\u00ae<\/em><\/p>\n There is a way to redefine 100% as more than a measurable quantity of \u201cauthenticity\u201d if you\u2019re Susie Wang, founder and chief creative of 100% PURE. It\u2019s beyond a ratio of excellence or a symbol of perfection – it stands for an ideal. Between a standard of skin pureness and an ambitious beauty innovator, one of the original clean beauty brands was born. <\/p>\n 20 years later, 100% PURE is still ahead of the natural beauty movement. And, to think, it all started with some saved-up lunch money, an overpriced and overhyped skincare product, and a little accident. While some innovations are deliberate, others are from pure accident and necessity. <\/p>\n Let\u2019s celebrate Susie \u2013 birthday style \u2013 and the authentic beauty at the core of 100% PURE!<\/p>\n When Susie Wang was a freshman at the University of California, Berkeley, she saved up a week\u2019s worth of lunch money to purchase a new beauty innovation called Vitamin C Serum. Soon after opening the bottle, she sadly discovered that the once white serum had turned a tarnished brown. This meant the vitamin C had oxidized or diminished, unleashing dangerous free radical activity onto the skin.<\/p>\n Susie then started purchasing other vitamin C serums and found that all of them had the same issue. This inspired her to find a solution. Susie had always had a knack for science and often conceptualized ways to improve upon what already existed. With her naturally inquisitive mind and unsinkable work ethic\u2014something she attributes to her Korean roots (she moved to Northern California with her parents when she was a child)\u2014Susie did a little at-home experimenting and ultimately developed a way to stabilize vitamins using oil as a protective barrier to prevent oxidation. <\/p>\n In between her classes, she filed patents for this invention, while receiving an influx of job offers from some of the largest cosmetic companies in the world. After putting school on hiatus, Susie began working on product development, formulations, innovation, and technology for three prestigious cosmetic companies. It was all a dream job \u2013 until\u2026.<\/p>\n One day, Susie was in the lab formulating the next big eye cream. She accidentally knocked over one of the chemicals, spilling the formulation onto the lab table. Within minutes, the chemical spill had begun to warp the industrial lab table. Susie asked herself: what kind of effects could this chemical have on delicate human skin if it could damage such a hard, plastic table? That’s when she began her investigation.<\/p>\n Susie soon discovered that there were hundreds of unsafe chemicals being used to formulate many conventional cosmetics. Not only did she uncover that there were toxins in cosmetics being marketed for use on delicate skin, but she was dismayed to find that plenty of companies claimed, “no animal testing”, which was mostly untrue.<\/p>\n The cruelty-free claim sometimes means that the final formula wasn’t tested on animals, but the individual ingredients were<\/em>.<\/p>\n Each chemical sent to her company\u2019s lab would be accompanied by a detailed report of animal testing, often outlining horrifying results: for example, tumor cells developing when the ingredients were tested on rat skin. Susie was deeply disturbed by these findings, and, also by the fact that these companies were still openly claiming \u201cno animal testing.\u201d While it may have been true that the final formula was never tested directly on animals, the individual ingredients were.<\/p>\n After these upsetting experiences, Susie was inspired to create a skincare and cosmetics brand that was 100% natural, true to its word, transparent, and 100% PURE.<\/p>\n<\/p>\n In 2005, Susie Wang and her two business partners, Richard Kostick (her then-boyfriend) and James Wang (her brother) began 100% PURE in hopes that they could support and nurture this authentic skin pureness ideal through a line of natural beauty products: one that could grow, evolve, withstand the test of time \u2013 and be healthy for the sake of skin and overall health.<\/p>\n The idea behind 100% PURE is that through conscious chemistry and responsible formulations, beauty aficionados can be empowered to make informed decisions about what they put on \u2013 and in – their bodies since conventional formulations contain toxic ingredients that can infiltrate your bloodstream and affect your health, too. However, founding the clean beauty brand came with some challenges. <\/p>\n Some 20 years ago, most consumers didn\u2019t really know what natural beauty was, and it had a certain stigma attached to it. \u201cThere was nothing on the market in clean beauty,\u201d recalled Susie. \u201cIn 2004, we started the company \u2013 and clean beauty was only found in health food stores.\u201d Susie added. \u201cBut there was nothing on the mainstream market that was healthy<\/em> for you \u2013 it didn\u2019t exist.\u201d <\/p>\n Despite any challenges, the brand pushed forward to becoming one of the original clean beauty brands.<\/p>\n Instead of choosing synthetic ingredients that might be cheaper or more readily available, all the 100% PURE formulas remain pure by simplifying the process. The brand\u2019s ethos: Start in nature, discover what grows, and create the healthiest formulations with the purest ingredients with naturally occurring benefits. So, what requires the least amount of alteration? The brand finds that the ingredients that fit these standards are the purest ingredients for skin care and cosmetics.<\/p>\n Thanks to her background of extensive research and formulating with plants, Susie distinctly understands and utilizes each plant or ingredient\u2019s unique biology, and formulates based on that knowledge. \u201cIt isn\u2019t about adding a bunch of ingredients together and saying they work,\u201d remarked Susie. \u201cIt\u2019s about deeply knowing each ingredient – what it works well with, what it doesn\u2019t – and how to best deliver that targeted nutrition into the skin.\u201d<\/p>\n And, that was just the tip of the plant leaf for 100% PURE! Susie\u2019s technologies and cutting-edge innovations that would come next had others \u2018green with envy\u2019 in the skincare and beauty realms.<\/p>\n With a brand like 100% PURE, it would make perfect sense that Susie would give 100% to whatever she does, to the max. And that\u2019s no exception to the stellar accomplishments and innovative advances in the brand\u2019s skincare and cosmetic formulas. It goes back to the humble beginnings with vitamin C serums holding more mystery than glory. <\/p>\n Susie invented and patented a way to stabilize vitamin C in skincare formulations so we could all enjoy our favorite facial serums without worrying about harmful oxidation. That was the beginning of 100% PURE\u2019s crowning glories.<\/p>\n One of Susie\u2019s proudest accomplishments is the discovery and use of fruit pigments\u00ae in cosmetics. She discovered fruit pigments\u00ae one day while picking berries from her garden. Susie saw how beautifully the vibrant colors stained her fingertips, and she knew she\u2019d discovered something special. Since then, 100% PURE has used only fruit and other healthy plant pigments to color their lipsticks, foundations, blushes, mascaras, eye shadows, and all other color cosmetics. <\/p>\n Not only are fruit pigments\u00ae natural but they\u2019re also packed full of vitamins and antioxidants to offer naturally occurring, nutritional benefits for the skin. This is an innovation that has revolutionized the natural makeup industry and challenged the conventional method of using toxic dyes and synthetic chemicals.<\/p>\n But don\u2019t\u2019 get 100% PURE wrong; they\u2019re all for bold and pretty hues! However, it\u2019s a BIG no-no to chemically laden conventional cosmetics that can be absorbed into our pores and can affect anything from our skin moisture levels to our hormone balance \u2013 it\u2019s just not worth it!<\/p>\n By cultivating ingredient lists that pretty much mirror your farmer\u2019s market shopping lists, 100% PURE can create its own fruit pigmented\u00ae color wheel. The range of hues \u2013 illustrated in nude makeup palettes to high drama matte lips \u2013 are all created from fruit dyes and plant pigments. And we\u2019re not just talking about berries. The colors are formulated with cherries, tomatoes, beets, peaches, papayas, tea, coffee, cocoa, edible flowers, and pomegranates\u2026 just to name a few!<\/p>\n Susie recalled, \u201cSomething that I\u2019m proud of is the hard work, time, and dedication that went into crafting our pigmented makeup.\u201d She continued, \u201cOur fruit-pigmented makeup works as well as any traditional makeup. It took nearly a decade to get to the point where you wouldn\u2019t be able to tell the difference.\u201d<\/p>\n And, speaking of palettes, Susie invented the naked palette in 2006, bringing it to the market four years before anyone else entered the naked palette game. These original palettes create stunning makeup looks that you won\u2019t believe are colored by fruit. The 100% PURE vegan makeup palettes include eyeshadows, blush, and highlighter colored from vitamin-rich fruit and vegetable pigments.<\/p>\n So, we are the type to kiss and tell, but that\u2019s only about 100% PURE\u2019s lipstick! Did you know that you can get that perfect pink pout from natural resources like fruits? Susie discovered the most beautiful shades of lipstick that can be extracted efficiently from fruits. The 100% PURE team did extensive research and unveiled the perfect lipstick line. <\/p>\n Susie even invented a nano delivery method with hyaluronic acid instead of polymers (plastic, petrochemicals), so active ingredients can deeply and safely penetrate your skin. These are just a few of the technologies and accomplishments that she\u2019s developed to improve cosmetic and skincare formulations.<\/p>\n Not stopping with improving human lives, Susie is an advocate for saving animals. 100% PURE as a company and herself personally have been generous benefactors to charities that work on helping animals. Since its inception, 100% PURE has been cruelty-free, never tested on animals and most formulas are vegan (there are a few products with honey ingredients but all formulas moving forward will be vegan).<\/p>\n Fact: 100% PURE loves to provide hearty, nutritious vegan meals to shelter dogs in China \u2014 these animals often face abandonment, cruelty, and even death in the dog meat trade. One bowl of vegan dog food can save 60 square feet of rainforest, 90lb of grain, 2,000 gallons of water, the lives of at least 2 livestock animals, and 1 hungry dog each day<\/em>.<\/p>\n 100% PURE\u2019s core mission is also rooted in improving the lives of humans across the globe. Most of our charities are focused on helping children in need, too. \u201cWe want to thank you for supporting 100% PURE,\u201d said Susie, \u201cwhich gives us the resources to donate, volunteer, and sponsor many charities that do good deeds for both children and needy animals around the world.\u201d<\/p>\n<\/p>\n for more blog updates and exclusive discounts<\/p>\n<\/div>\n Today, Susie continues to develop products that are innovative, efficacious, and kind. And through 100% PURE, the brand is on a mission to provide the inclusion and representation that each of us deserves, because beauty is about so much more than what you put on your face.<\/p>\n 100% PURE is a commitment to producing the purest, healthiest products and educating everyone on why being 100% PURE is so important. The brand strives to live with compassion, kindness, and empathy; to be environmentally sustainable, and to improve the lives of 6 billion-plus people and animals, while also being charitable and giving back to our global community.<\/p>\n \u201cAs a company, your trust is important to us,\u201d said Susie. \u201cIt\u2019s important that we don\u2019t let you down. And that\u2019s what the future is going to be!\u201d Susie went on, \u201cYou\u2019re not going to know what\u2019s clean or what\u2019s not clean, so it\u2019s essential for us that we do our research, and that we don\u2019t let you down \u2013 and that everything we make is healthy and clean.\u201d<\/p>\n<\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":" Time to Celebrate Susie Wang and the Authentic Beauty Behind 100% PURE Posted on March 6, 2024 Written by: 100% PURE\u00ae There is a way to redefine 100% as more than a measurable quantity of \u201cauthenticity\u201d if you\u2019re Susie Wang, founder and chief creative of 100% PURE. 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