100 Percent Pure
100% PURE is a privately held, California-based natural and organic beauty company founded in 2005, selling skincare, makeup, body care, and hair care via DTC e-commerce, wholesale, and a Berkeley retail store to consumers in seven countries, with its signature Fruit Pigmented® color cosmetics line.
- Company typePrivate
- Founded2005
- HeadquartersSan Jose, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What 100 Percent Pure does
100% PURE is a privately held, California-based natural and organic beauty company founded in 2005 by Susie Wang. The company develops, manufactures, and sells skincare, makeup, body care, hair care, and lip care products formulated with natural, organic, and plant-based ingredients. Its signature offering is the Fruit Pigmented® color cosmetics line, which uses pigments derived from fruits, vegetables, and botanicals in place of synthetic dyes — a formulation approach that is both a product differentiator and a registered trademark. The company operates an ISO-certified manufacturing facility called "Purity Park" in San Jose, CA, and a physical flagship retail store in Berkeley, CA.
The business model is primarily direct-to-consumer e-commerce, with the brand's own localized websites serving the USA, Canada, UK, Germany, China, Australia, and Mexico. Revenue mechanics combine one-off e-commerce purchases, a multi-tier subscription box program managed via Recharge Payments, Klarna buy-now-pay-later financing, and a wholesale channel served through dedicated B2B portals in the US and Canada. Pricing is positioned in the prestige natural beauty tier, and the customer base is mass-market B2C consumers rather than enterprise accounts.
The company holds carbon-neutral certification, Green Business Certification, and has received multiple industry awards (Global Green Beauty Awards, Global Makeup Awards). It is founder-led, has not raised institutional venture or private equity funding, and does not disclose revenue or headcount publicly. Distribution, certifications, and brand longevity are the primary competitive assets; the absence of disclosed funding or scale metrics limits external verification of growth velocity.
100 Percent Pure firmographics
Firmographics- Name
- 100 Percent Pure
- Legal name
- 100% PURE
- Website
- https://100percentpure.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- 100% PURE is a privately held, California-based natural and organic beauty company founded in 2005, selling skincare, makeup, body care, and hair care via DTC e-commerce, wholesale, and a Berkeley retail store to consumers in seven countries, with its signature Fruit Pigmented® color cosmetics line.
- Ownership category
- akta.pro rank
100 Percent Pure industry classification
Industry- Product category
- Natural and Organic Skincare and Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)
Keywords
Where 100 Percent Pure is headquartered
LocationHeadquarters
- HQ city
- San Jose
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
100 Percent Pure business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: Primary revenue stream through company-owned e-commerce website (100percentpure.com). Customers purchase individual products or subscription boxes. Offers both one-time purchases and subscription/recurring models with loyalty program (Purist Perks).
- Retail and Wholesale Distribution: Products sold through retail stores and wholesale partnerships. Company operates physical store locations and has wholesale portals for US (wus.100percentpure.com) and Canada (wca.100percentpure.com).
- International Markets: Ships to multiple international markets including Canada, UK, EU, Australia, China, Mexico with localized currency and language options.
- Subscription Boxes: Monthly subscription box program with three tiers: $49 box (worth $100+), $79 box (worth $200+), and $169 box (worth $500+). Includes 15% discount, free shipping on subscription orders, and subscriber-only perks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product purchases at standard retail prices |
| Subscription | Monthly | Subscription program with 15% discount |
| Subscription | Monthly | Monthly subscription boxes in three tiers |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels10 records
100 Percent Pure product offering
Product offeringCore offering
100% PURE is a California-based beauty company that formulates, manufactures, and sells natural and organic skincare, makeup, body care, lip care, and hair care products. The company uses fruit and plant-based pigments (Fruit Pigmented®) instead of synthetic dyes, stabilized vitamin C, bakuchiol, and other plant-derived actives, and sells directly through its own e-commerce site, subscription boxes, a physical store in Berkeley, and B2B wholesale portals in the US and Canada. All formulations are vegan, cruelty-free, gluten-free, biodegradable, and free from parabens, synthetic fragrances, and artificial preservatives.
Product overview
100% PURE is a California-based natural and organic beauty company founded in 2005, offering a comprehensive portfolio of skincare, makeup, body care, and lip care products. The core product lines include: the Fruit Pigmented® makeup collection featuring mascara, eyeliners, and color cosmetics colored with natural fruit pigments; the Coffee Bean Caffeine skincare collection with eye creams and moisturizers; the Green Tea EGCG line with serums, creams, and toners; the Tea Tree collection for oily/acne-prone skin; and various specialty treatments including masks, peels, and serums. The company also offers three tiers of monthly subscription boxes. All products are cruelty-free, vegan, and free from harmful chemicals, artificial fragrances, and synthetic preservatives. The brand emphasizes natural ingredients like bakuchiol (plant retinol alternative), rosehip oil, hyaluronic acid, and various fruit enzymes and antioxidants.
Differentiator
Problem solved
Functional benefit
Brands
- Fruit Pigmented®: Brand trademark for the company's fruit-based pigment makeup line.
Products and services
- Coffee Bean Caffeine Brightening Eye Cream
- Vitamin C Serum
- Fruit Pigmented® Makeup Collection
- Hydra Drench Cream
- Multi-Vitamin + Antioxidants Ultra Riche PM Treatment
- Tea Tree Skincare Collection
- Green Tea EGCG Skincare Line
- Hydrogel Mask Collection
- Nourishing Body Cream Collection
Quantifiable outcome
- 83% saw immediate reduction in puffiness; 97% saw reduction with continued use (Coffee Bean Eye Cream, 4-week clinical study)
- +3 more outcomes
Companies that use 100 Percent Pure
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles2 records
100 Percent Pure technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
100 Percent Pure partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Trees for the FuturecoreEnvironmental partnership supporting tree planting initiatives. 100% PURE has planted hundreds of thousands of trees through this partnership to support their mission of becoming climate positive. This supports their sustainability goals and carbon-neutral commitments.
- Local and International Organizations (unnamed)minorCompany partners with various local and international organizations to support health + wellness across the globe. Initiatives include donating nutritious meals to shelter dogs, supporting breast cancer awareness education, and providing essential resources to Bay Area families in need.
Scale indicators6 records
Recent moves6 records
Expansion highlights7 records
100 Percent Pure competitors and assessment
Company assessmentDirect peers
- Honest Beauty: Honest Beauty is Jessica Alba's clean, naturally-derived skincare and makeup brand with mass-retail (Target, Walmart) reach comparable to 100% PURE's D2C plus wholesale and international ambitions. Strong brand recognition among clean-beauty shoppers on a similar price-per-SKU positioning.
- RMS Beauty: RMS Beauty pioneered the 'living luminizer' and clean color-cosmetics category with raw, food-grade ingredient positioning directly mirroring 100% PURE's fruit-pigmented philosophy. Same target customer (clean-beauty enthusiast), same prestige-channel distribution, and overlapping makeup SKU set.
- Tata Harper: Tata Harper is a luxury clean skincare brand built around farm-grown botanical ingredients and clinical efficacy claims. It shares 100% PURE's emphasis on natural actives, transparent ingredient disclosure, and high-touch content/education marketing for ingredient-literate consumers.
- Kosas Cosmetics: Kosas is a clean beauty brand selling skincare-infused makeup (tinted balms, serums, complexion) directly comparable to 100% PURE's positioning of clinically-effective, naturally-derived color cosmetics. Same persona (ingredient-literate Gen X/Millennial shopper) and Sephora/DTC dual channel strategy.
- Beautycounter (now Counter): Beautycounter/Counter was the category-defining clean beauty brand for ingredient safety advocacy and DTC-plus-consultant distribution. Functionally overlaps with 100% PURE across clean skincare and makeup SKUs and the same advocacy-driven marketing positioning.
- Juice Beauty: Juice Beauty is an organic skincare and color cosmetics brand founded with USDA-organic ingredient standards, directly comparable to 100% PURE's natural/organic positioning and vertically integrated manufacturing story. Overlap spans skincare, foundation, and lip products targeting the same wellness-oriented consumer.
- ILIA Beauty: ILIA Beauty is a clean color cosmetics and skincare brand built around serum-based complexion and lip products. It competes head-to-head with 100% PURE on the natural-makeup shopper, with overlapping mascara, foundation, eye cream, and serum SKUs and similar DTC-plus-Sephora distribution.
Emerging players
- S.W. Basics: S.W. Basics is a small-batch, five-ingredient-or-fewer natural skincare brand directly comparable to 100% PURE's minimalist, transparent-formulation positioning. Smaller scale and limited overlap (skincare only) but same target shopper and ingredient-disclosure-driven brand story.
Broad incumbents
- Drunk Elephant: Drunk Elephant is a clinically-positioned clean skincare brand (owned by Shiseido via LVMH-era deal) known for biocompatible ingredient philosophy and high price points. It shares 100% PURE's clinical-claim-driven marketing and the $30-$60 serum/eye-cream price band but focuses on skincare rather than color cosmetics.
- Tarte Cosmetics: Tarte is a much larger mass-prestige clean-positioning color cosmetics brand owned by Kose, with broader SKU breadth (foundations, palettes, eye shadow) and significantly greater retail scale (Sephora, Ulta, department stores). Comparable on natural-ingredient narrative for color cosmetics but operates at materially larger scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
100 Percent Pure social profiles
Digital presence100 Percent Pure financial estimates
Financial estimateRevenue estimate
Valuation estimate
100 Percent Pure leadership team
Management profileNumber of profiles
Profiles2 records
100 Percent Pure funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
100 Percent Pure M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 100 Percent Pure
What does 100 Percent Pure do?
100% PURE is a California-based beauty company that formulates, manufactures, and sells natural and organic skincare, makeup, body care, lip care, and hair care products. The company uses fruit and plant-based pigments (Fruit Pigmented®) instead of synthetic dyes, stabilized vitamin C, bakuchiol, and other plant-derived actives, and sells directly through its own e-commerce site, subscription boxes, a physical store in Berkeley, and B2B wholesale portals in the US and Canada. All formulations are vegan, cruelty-free, gluten-free, biodegradable, and free from parabens, synthetic fragrances, and artificial preservatives.
Is 100 Percent Pure a public or private company?
100 Percent Pure is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 100 Percent Pure founded?
100 Percent Pure was founded in 2005. It employs 51 to 100 people.
Where is 100 Percent Pure based?
100 Percent Pure is headquartered in San Jose, United States, in the North America region.
How does 100 Percent Pure make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail and Wholesale Distribution, international Markets and subscription Boxes.
Who are 100 Percent Pure's main competitors?
Direct peers on record are Honest Beauty, RMS Beauty, Tata Harper, Kosas Cosmetics, Beautycounter (now Counter), Juice Beauty and ILIA Beauty. S.W. Basics is listed as an emerging player. Broad incumbents are Drunk Elephant and Tarte Cosmetics.
Does 100 Percent Pure have an API?
No public API is recorded for 100 Percent Pure.
What industry is 100 Percent Pure in?
100 Percent Pure's product category is Natural and Organic Skincare and Cosmetics. Its primary akta.pro industry code is CRABACAJ, Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics). Its NAICS code is 456120 and its SIC code is 2844.