For Susie Wang, the visionary founder and chief creative officer of 100% PURE, the concept of 100% goes beyond merely representing a quantifiable measure of “authenticity.” It transcends being just a benchmark of excellence or a hallmark of perfection; it embodies a profound ideal. This journey led to the inception of one of the pioneering brands in the clean beauty sector, balancing the essence of skin purity with the aspirations of an innovative beauty entrepreneur.

Fast forward two decades, 100% PURE continues to lead the charge in the natural beauty revolution. Remarkably, it all began with a modest stash of saved lunch money, a pricey, overhyped skincare product, and a serendipitous mishap. While some breakthroughs are the result of meticulous planning, others arise from sheer coincidence and necessity. The story of 100% PURE is a testament to the unpredictable nature of innovation.

Join us in celebrating Susie and the genuine beauty ethos that lies at the heart of 100% PURE!

Innovative Beginnings: Patents and a Beauty Star Emerges

As a freshman at the University of California, Berkeley, Susie Wang made a significant investment with a week’s worth of lunch money to buy a groundbreaking product known as Vitamin C Serum. However, upon opening the bottle, she was disheartened to find that the serum had oxidized, turning from white to a tarnished brown. This oxidation indicated that the vitamin C was no longer effective, potentially unleashing harmful free radicals on her skin.

Determined to find a solution, Susie experimented with various vitamin C serums and found that they all suffered from the same oxidation issue. This challenge ignited her passion for innovation. With a natural affinity for science, paired with her relentless work ethic—qualities she attributes to her Korean heritage—Susie began conducting at-home experiments. Eventually, she developed a groundbreaking method to stabilize vitamins by using oil as a protective barrier, effectively preventing oxidation.

Amidst her busy academic schedule, she filed patents for her revolutionary invention while simultaneously receiving job offers from major cosmetic companies. After pausing her studies, Susie embarked on a journey in product development, formulation, and technology at three prestigious cosmetic firms. It was a dream come true—until an unexpected twist changed everything.

Accidental Discoveries: Turning Mishaps into Major Innovations

While formulating a new eye cream one day, Susie inadvertently spilled a chemical on the lab table, leading to significant damage to the surface. This incident prompted her to ponder the potential consequences of such chemicals on sensitive human skin. Thus began her deep dive into the world of cosmetic safety and ingredient efficacy.

Through her investigation, Susie uncovered alarming truths about the multitude of unsafe chemicals employed in many mainstream cosmetics. She was shocked to realize that toxic ingredients were often marketed as safe for delicate skin. Additionally, many brands falsely claimed “no animal testing,” which turned out to be misleading.

The term cruelty-free often implies that the final product wasn’t tested on animals, but the individual components frequently were.

Each chemical sent to her lab was accompanied by a harrowing report detailing animal testing results, including devastating outcomes such as tumor development in tests on rat skin. Disturbed by these revelations, Susie vowed to launch a skincare and cosmetics line that was genuinely natural, transparent, and committed to being 100% PURE.

The Birth of 100% PURE: A New Era in Clean Beauty

In 2005, Susie Wang, alongside her two partners, Richard Kostick (her then-boyfriend) and James Wang (her brother), founded 100% PURE. Their mission was to nurture and promote an authentic ideal of skin purity through a line of natural beauty products. They aimed to create a brand that would thrive, adapt, and endure over time while prioritizing health for both skin and overall well-being.

At the core of 100% PURE lies the belief that through conscious chemistry and responsible ingredient sourcing, beauty enthusiasts can make informed choices about the products they apply to their skin. Conventional formulations often contain toxic substances that can penetrate the bloodstream, impacting health. However, launching a clean beauty brand was not without its hurdles.

Two decades ago, the concept of natural beauty was largely unfamiliar to consumers, often associated with a negative stigma. “In 2004, we initiated our venture, but clean beauty was relegated to health food stores,” Susie reminisced. “There was a significant gap in the mainstream market for products that were genuinely healthy for the skin.”

Despite facing numerous obstacles, 100% PURE emerged as one of the pioneering brands in the clean beauty movement.

Rather than opting for synthetic, cost-effective ingredients, 100% PURE focused on purity by simplifying their formulation processes. Their guiding principle is to start with nature, discover its offerings, and craft the healthiest products using the purest ingredients that naturally benefit the skin. The brand recognizes that minimal alteration often leads to the most effective skincare and cosmetic solutions.

With her extensive research background and expertise in plant-based formulations, Susie possesses a deep understanding of the unique biology of each ingredient. She emphasizes the importance of knowing how different components interact to deliver targeted nutrition to the skin effectively. “It’s not about just mixing a bunch of ingredients and claiming they work,” Susie noted. “It’s about truly understanding each component—what synergizes well, what doesn’t—and how to optimize that delivery into the skin.”

And this was merely the beginning of 100% PURE‘s journey! Susie’s groundbreaking technologies and innovations would soon have others in the skincare industry feeling envious.

Innovations and Achievements: From Fruit Pigments to Iconic Palettes

With the ethos of 100% PURE, it’s only natural for Susie to invest her all into every endeavor she undertakes. This commitment is reflected in the remarkable achievements and pioneering advancements of the brand’s skincare and cosmetic lines. It harkens back to the early days when vitamin C serums held more intrigue than acclaim.

Susie’s invention and patenting of a method to stabilize vitamin C in skincare formulations marked a significant milestone, allowing consumers to enjoy effective facial serums without the concerns of harmful oxidation. This breakthrough laid the groundwork for 100% PURE‘s many successes.

One of Susie’s most cherished accomplishments is the introduction of fruit pigments® in cosmetics. This innovative discovery occurred one day while she was picking berries from her garden. She noticed how vividly the colors stained her fingers, realizing she had stumbled upon something extraordinary. Since then, 100% PURE has exclusively used fruit and other wholesome plant pigments to formulate their lipsticks, foundations, blushes, mascaras, eyeshadows, and all other color cosmetics.

Not only are these fruit pigments® natural, but they are also rich in vitamins and antioxidants, providing essential nutritional benefits for the skin. This innovation has transformed the natural makeup industry, challenging conventional practices that relied on toxic dyes and synthetic chemicals.

However, 100% PURE embraces bold and beautiful hues! They adamantly reject chemically laden conventional cosmetics that can penetrate our skin and disrupt everything from moisture levels to hormonal balance—it’s simply not a risk worth taking!

By curating ingredient lists that resemble your local farmer’s market, 100% PURE has crafted a vibrant palette of fruit-pigmented® colors. This extensive array of shades—from nude makeup palettes to striking matte lips—is derived from various fruits and plants. The color spectrum includes cherries, tomatoes, beets, peaches, papayas, tea, coffee, cocoa, and edible flowers, to name just a few!

Susie expressed her pride in the effort, time, and dedication that went into developing their pigmented makeup. “Our fruit-pigmented makeup performs just as well as traditional options. It took nearly a decade to reach a point where the difference was imperceptible,” she shared.

Speaking of palettes, Susie pioneered the naked palette concept in 2006, introducing it to the market four years before anyone else. These original palettes create stunning makeup looks that astonish, revealing hues derived from fruits. The 100% PURE vegan makeup palettes feature eyeshadows, blushes, and highlighters made from vitamin-rich fruit and vegetable pigments.

As for their fabulous lipstick line, did you know that those perfect pink shades can be sourced naturally from fruits? Susie discovered a range of beautiful lipstick colors that can be efficiently extracted from fruits. The 100% PURE team conducted extensive research to unveil the ultimate lipstick collection.

Additionally, Susie developed a revolutionary nano delivery method using hyaluronic acid instead of harmful polymers (such as plastics and petrochemicals), ensuring that active ingredients can penetrate the skin safely and effectively. These are just a few examples of the groundbreaking technologies and accomplishments that have enhanced skincare and cosmetic formulations.

100% PURE’s Commitment to Giving Back

Beyond enhancing human lives, Susie is a passionate advocate for animal welfare. Both 100% PURE and Susie personally contribute generously to charities dedicated to animal protection. Since its establishment, 100% PURE has upheld a cruelty-free philosophy, consistently avoiding animal testing, and most products are vegan (with a few exceptions containing honey, but all future formulations will be vegan).

Fact: 100% PURE takes pride in providing nutritious vegan meals to shelter dogs in China—these animals often endure abandonment, cruelty, and threats of death in the dog meat trade. Each bowl of vegan dog food can save an astonishing 60 square feet of rainforest, 90 pounds of grain, 2,000 gallons of water, the lives of at least two livestock animals, and one hungry dog each day.

The core mission of 100% PURE also emphasizes improving the lives of individuals around the globe. Many of their charitable endeavors focus on helping underprivileged children. “We genuinely appreciate your support for 100% PURE,” Susie expressed. “Your contributions empower us to donate, volunteer, and sponsor numerous charitable initiatives that benefit both children and animals in need worldwide.”

The Visionary Future of 100% PURE

Today, Susie remains committed to developing products that are innovative, effective, and compassionate. Through 100% PURE, the brand is dedicated to ensuring that everyone receives the inclusion and representation they deserve, as beauty encompasses far more than just surface appearances.

100% PURE is steadfast in its mission to create the purest, healthiest products while also educating consumers about the significance of being 100% PURE. The brand aims to embody compassion, kindness, and empathy; to prioritize environmental sustainability; and to enhance the lives of over six billion individuals and animals, while actively giving back to the global community.

“As a company, we deeply value your trust,” Susie affirmed. “It’s crucial that we uphold our commitments to you. That is the essence of our future!” She continued, “In a world where distinguishing between clean and unclean products can be challenging, we are devoted to rigorous research to ensure that we don’t let you down, delivering only healthy and clean formulations.”