Cent Pure Cent

What Cent Pure Cent does

Cent Pur Cent is a privately held Belgian mineral cosmetics and skincare brand founded in 2015 by make-up artist Caroline Rigo and headquartered in Hasselt, Belgium. The company's core technology is a 100% mineral formulation system using natural minerals (mica, titanium dioxide, zinc) combined with skincare-active ingredients; all products are dermatologically tested, hypoallergenic, cruelty-free, and free from harmful additives, with select day and night creams offered in refillable packaging. The product portfolio spans face makeup (flagship Loose Mineral Foundation plus liquid, compact and glow foundations, concealers, primers, bronzers, blushes, highlighters), eye makeup (multiple mascaras, eyeshadows, eyeliners, brow products), lip products (lipsticks, glosses, oils, pencils), a refillable skincare line (Bonheur du Jour day cream, Clair de Lune night cream, Eternal anti-aging Burgundy line, serums, cleansers, masks, body care), a full SPF/sun collection, a dedicated Homme (men's) skincare collection, self-tanning drops, bundle sets, and digital gift cards.

Cent Pur Cent distributes through a hybrid model combining a Shopify-based direct e-commerce storefront and mobile app (iOS/Android) with over 1,000 pharmacy and beauty retail points across Belgium and the Netherlands, supplemented by an owned brandstore in Hasselt and a seasonal pop-up at Knokke beach. Pricing is unit-based across SKUs ranging roughly €10-€100 (bundles up to €285), with free shipping above €40 in Benelux, free samples with every order, and a 3+1 promotion on travel-size minis. The company monetizes exclusively through one-time product sales and gift cards; no subscription model or licensing revenue is disclosed.

The company serves four primary customer segments: women with sensitive skin (primary), oncology patients (via a specialty Kom op tegen Kanker collection), men (Homme Collection), and beauty enthusiasts seeking premium mineral makeup. Go-to-market centers on free in-store workshops and demos at retail points, KabukiFest community events, content marketing (blog tutorials, social media across Instagram, Facebook, TikTok, Pinterest, YouTube, LinkedIn), an email newsletter, WhatsApp-exclusive deals, and customer reviews on Trustpilot and Judge.me. Ownership is concentrated with founder Caroline Rigo under the RiGorgeous house-of-brands umbrella, alongside sister brands i.am.klean and Take it from Jones; no external institutional funding or venture capital rounds are disclosed. Revenue is not publicly reported.

Name

Cent Pure Cent

Legal name

Cent Pur Cent

Website

https://centpurcent.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Cent Pur Cent is a privately held Belgian mineral cosmetics and skincare brand founded in 2015 by Caroline Rigo, selling dermatologist-tested, hypoallergetic makeup and skincare through 1,000+ pharmacy retail points in Belgium and the Netherlands, its own e-commerce site, and an owned brandstore in Hasselt.

Ownership category

akta.pro rank

Product category

Mineral Cosmetics and Skincare

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Retail-Nonstore Retailers (5960)

akta.pro primary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

akta.pro secondary industries

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Sensitive Skin & Barrier Repair (CRABAAAG), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD), Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)

Keywords

• Mineral makeup
• Hypoallergenic cosmetics
• Skincare products
• Sun protection SPF
• Beauty brand

Headquarters

HQ city

Hasselt

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: Core revenue from selling mineral makeup and skincare products directly to consumers through e-commerce and retail partners. Products include foundations, skincare, eye products, lips, accessories, and fragrances. One-time purchase model with repeat purchase potential.
2. Digital Gift Cards: Digital gift cards sold in denominations of €10, €25, €50, €75, €90, and €100, valid for one year from purchase. Only valid on webshop, not at physical retail points.
3. Bundle and Product Sets: Pre-configured product bundles offered at discounted prices (e.g., Daily Essentials €82 from €140, Skincare Bundle €285 from €314) driving higher average order value.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Cent Pure Cent is a Belgian mineral makeup and skincare brand that manufactures and sells 100% mineral, dermatologically tested, hypoallergenic cosmetics and skincare products directly to consumers. Its portfolio spans foundations, concealers, eye and lip makeup, day/night creams, serums, cleansers, masks, SPF/sun protection, self-tanning, body care, fragrances, and a dedicated men's line (Homme), distributed through its own e-commerce site, brandstore in Hasselt, seasonal pop-ups, and over 1,000 pharmacy retail partners in Belgium and the Netherlands.

Product overview

Cent Pur Cent is a Belgian/Dutch healthy mineral makeup and skincare brand founded in 2015 by Caroline Rigo, operating under the RiGorgeous House of Brands umbrella alongside i.am.klean and Take it from Jones. The company offers a comprehensive portfolio centered on 100% mineral, cruelty-free, hypoallergenic makeup and skincare products. The core foundation of the brand is the iconic Loose Mineral Foundation and Kabuki Brush, which remain flagship products. The makeup line spans face products (foundations, concealers, primers, setting sprays, bronzers, blushes, highlighters), eye products (mascaras, eyeshadows, eyeliners, brow products), and lip products (lipsticks, lip glosses, lip oils, lip liners, lip balms). The skincare collection includes day creams (Bonheur du Jour - refillable), night creams (Clair de Lune - refillable), the premium Eternal Skincare Burgundy line, serums, cleansers, toners, masks, facial oils, and body care. A dedicated SPF/Sun collection offers broad sun protection including SPF 50 Drops, High Protection Sunscreen by Nomige, Compact Foundation Powder SPF 50, Sunbrush SPF 50, hand and lip SPF products. The brand also offers a dedicated Homme Collection for men, travel-size Mini products with a 3+1 promotion, curated bundles at discounted prices, digital gift cards, and branded merchandise. All products are dermatologically tested, hypoallergenic, and suitable for sensitive skin including during chemotherapy treatments.

Differentiator

Problem solved

Functional benefit

Brands

• Cent Pur Cent App: Mobile application for workshop sign-ups, exclusive offers, and personalized beauty advice.
• i.am.klean

Products and services

• Loose Mineral Foundation The flagship 100% mineral foundation with SPF 20, providing natural coverage without clogging pores; suitable for sensitive skin and during chemotherapy.
• Kabuki Brush Iconic application brush designed to work with Loose Mineral Foundation for flawless, professional-quality application.
• Holy Glowy Foundation Glow-enhancing liquid foundation providing medium coverage with a luminous finish.
• Liquid Mineral Foundation SPF 30 Liquid format mineral foundation with SPF 30 sun protection for daily use.
• Compact Foundation Powder SPF 50 Powder foundation with SPF 50 providing both coverage and sun protection with a matte finish.
• Covering Concealer Stick High-coverage concealer stick for concealing blemishes, dark circles, and imperfections with a skin-friendly formula.
• Holy Glowy Concealer Glow-enhancing concealer that brightens and covers imperfections with a luminous finish.
• Liquid Concealer (Improved Formula) Liquid format concealer with improved formula for seamless coverage.
• Mattifying Primer (Improved Formula) Mattifying primer that controls shine and creates a smooth canvas for makeup.
• Anti-Redness Primer Specialized primer designed to neutralize redness and create an even skin tone.
• Fixing Spray — Le Fixeur Setting spray that locks makeup in place for long-lasting wear throughout the day.
• Waterproof Mascara — La Résistance Waterproof mascara offering long-lasting wear and intense color for dramatic lashes.
• Mascara — Le Volumineux (Improved Formula) Volume mascara that adds dramatic fullness to lashes with an improved formula.
• The Ultimate Eyeshadow Palette 1.0 Complete eyeshadow palette featuring multiple complementary shades for versatile eye looks.
• Bonheur du Jour Day Cream (refillable) Day cream hydrating and protecting skin, available in refillable format for sustainability.

Quantifiable outcome

• Free shipping threshold of €40 in Belgium and Netherlands

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

One partnership is on record.

• Kom op tegen KankercoreStrategic or Co-development PartnerCent Pur Cent partners with Kom op tegen Kanker (Belgian cancer charity) to organize workshops on oncology wards where gentle formulas, care, and self-care are central. Products specially developed for sensitive skin are offered, and a dedicated Kom op tegen Kanker collection of chemo-safe makeup and skincare is available. The partnership includes interviews with patients and a magazine highlighting the collaboration.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• ILIA Beauty: Clean beauty brand combining skincare-active ingredients with color cosmetics, including SPF-integrated makeup. Comparable to Cent Pur Cent's positioning of makeup-meets-skincare and SPF-integrated foundations.
• BareMinerals: Global pioneer in loose mineral foundation and mineral-based color cosmetics. Most directly comparable competitor: similar 100% mineral positioning, sensitive-skin-friendly formulations, and broad face/eye/lip assortment targeting similar women consumer segments.
• Jane Iredale: Mineral makeup brand sold through skincare professionals, spas, and pharmacies. Comparable on mineral-based positioning, dermatologist-friendly formulations, and pharmacy/spa-led distribution model that mirrors Cent Pur Cent's channel strategy.
• RMS Beauty: Clean, mineral-based color cosmetics brand with strong sensitive-skin and natural-ingredient positioning. Directly comparable on product philosophy, founder-led brand story, and target consumer overlap with Cent Pur Cent.
• Mineral Fusion: Mineral-based cosmetics and skincare brand sold through health food and natural retail channels. Comparable on mineral positioning and natural/healthy retail channel mix, though US-centric vs Cent Pur Cent's Benelux focus.

Broad incumbents

• Drunk Elephant: Premium clean skincare and hybrid skincare-makeup brand with strong sensitive-skin positioning. Comparable on biocompatible formulation philosophy and ability to command premium price points in skincare adjacencies.

Regional players

• Rituals: Dutch-founded beauty and wellbeing brand with broad European retail footprint including its own stores and pharmacy/retail partnerships. Comparable as a regional Benelux-rooted brand that has scaled across Europe through retail and own-channel distribution.
• Nomige: Belgian personalized skincare brand and existing Cent Pur Cent collaboration partner (CC Cream x By Nomige, High Protection Sunscreen). Comparable as a Benelux-based indie beauty brand with similar premium positioning and dermatological credibility.

Emerging players

• Kosas: Clean color cosmetics brand combining makeup with skincare actives. Comparable on clean beauty positioning and direct-to-consumer growth model, though US-focused and at a different distribution stage.

Others

• Etos: Major Dutch drugstore/health and beauty retail chain. Comparable as a key Benelux retail channel that shapes assortment and pricing dynamics for brands like Cent Pur Cent competing for pharmacy shelf space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCfX2LtsJxBw8O62LiMXm2cA
• Facebookfacebook.com/centpurcent
• LinkedInlinkedin.com/company/centpurcent
• Instagraminstagram.com/centpurcent_official
• TikToktiktok.com/discover/cent-pur-cent-official
• Pinterestpinterest.com/centpurcentbe
• Xx.com/cent_pur

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cent Pure Cent