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Free Shipping $49+ | toxin-free since 2012 | EARN LOYALTY POINTS | No Fake Natural
Free Shipping $49+ | toxin-free since 2012 | EARN LOYALTY POINTS | No Fake Natural

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A jar of 100% Pure Blood Orange Cleansing Balm sits open next to its packaging with blood orange illustrations, on an orange and pink surface with a paper orange slice decor.

100% Pure - Natural Skincare, Hair, Body & Cosmetics

100% Pure is a natural cosmetics and beauty brand founded in California in 2005. The brand sets new standards in clean beauty through innovative formulations, maintaining strict purity standards to ensure all products are free from harmful chemicals while delivering high-performance results.

Up to 40% Off 100% Pure

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A 10g tube of 100% Pure Maracuja Oil Volumising Mascara stands upright, cap and wand removed, featuring a floral design. The tube reads "Mascara, Oil Mascara"—a volumising mascara ideal for sensitive eyes.
A single, thick black brushstroke with textured edges, angled upward on white, evokes the bold volumising effect of 100% Pure Maracuja Oil Volumising Mascara 10g.
A black brushstroke with uneven, textured edges curving upward on a white background, evoking the bold volume and gentle formula of 100% Pure Maracuja Oil Volumising Mascara 10g, perfect for sensitive eyes.
A single, bold black brushstroke arcs upward on white, with textured bristle marks and uneven edges—evoking the dramatic impact of 100% Pure Maracuja Oil Volumising Mascara 10g.
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100% Pure Maracuja Oil Volumising Mascara 10g

4.4
Rated 4.4 out of 5 stars
148 Reviews
$35.96 $44.95
 
A silver tube of 100% Pure Ultra Lengthening Mascara 10g, featuring a floral design and shown upright with its black wand applicator removed. Ideal for sensitive eyes and made with fruit pigments.
A thick streak of 100% Pure Ultra Lengthening Mascara 10g is brushed over a white background, fading at the edge—ideal for sensitive eyes wanting bold, defined lashes.
A dark, textured brushstroke of 100% Pure Ultra Lengthening Mascara 10g spreads on a white background, revealing thick, glossy lines—ideal for those with sensitive eyes.
A thick, textured black brushstroke—evoking the look of 100% Pure Ultra Lengthening Mascara 10g for sensitive eyes—smudges across a white background, showing visible ridges and soft fading edges on the left.
A textured swipe of 100% Pure Ultra Lengthening Mascara 10g in metallic dark gray is spread horizontally across a white background.
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100% Pure Ultra Lengthening Mascara 10g

4.5
Rated 4.5 out of 5 stars
25 Reviews
$35.96 $44.95
 
A white tube labeled "100% Pure Burdock & Neem Healthy Scalp Shampoo" features botanical illustrations and bilingual text. This clarifying shampoo promotes a healthy scalp with burdock and neem.
A white tube labeled "100% Pure Burdock & Neem Healthy Scalp Shampoo" features botanical illustrations and bilingual text. This clarifying shampoo promotes a healthy scalp with burdock and neem.

100% Pure Burdock & Neem Healthy Scalp Shampoo

4.9
Rated 4.9 out of 5 stars
19 Reviews
$39.95
A silver tube of 100% Pure Lip Glaze with floral designs and branding, its cap off to reveal a pinkish-mauve shade enriched with avocado and cocoa butter for extra nourishment.
 

100% Pure Lip Glaze

4.7
Rated 4.7 out of 5 stars
14 Reviews
$39.95
 
A white tube labeled 100% Pure Coffee Bean Caffeine Brightening Eye Cream 30ml with coffee cherries and rosehip oil illustrations stands upright on a white background, emphasizing its energizing formula for dark circles.
 
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100% Pure Coffee Bean Caffeine Brightening Eye Cream 30ml

4.4
Rated 4.4 out of 5 stars
233 Reviews
$43.96 $54.95
100% Pure Long Last Liquid Eye Liner 7ml is a water-resistant eyeliner with a brush applicator, silver cap, and black bottle adorned with gold floral designs and the 100% Pure brand name.
A bold, black, curved line with pointed tips on a white background—reminiscent of the dramatic effect achieved with 100% Pure Long Last Liquid Eye Liner 7ml.
Two brown, textured brushstrokes on white—one larger and curved above a smaller—mimic abstract brows, artistically evoking the fluid precision of 100% Pure Long Last Liquid Eye Liner 7ml.
Two bold, metallic plum lines—one thinner and shorter above the other—resembling vegan eyeliner strokes, are drawn on white, showcasing 100% Pure Long Last Liquid Eye Liner 7ml.

100% Pure Long Last Liquid Eye Liner 7ml

4.6
Rated 4.6 out of 5 stars
126 Reviews
$44.95
 
A 4.17ml tube of 100% Pure Lip Gloss with a rose gold cap, fruit illustrations, and a clear body revealing moisturising mauve gloss inside.
Close-up of lips with 100% Pure Lip Gloss 4.17ml, a moisturizing, nude-pink vegan lip gloss, being applied with a wand applicator. "Naked" caption appears in the corner.
Close-up of lips being applied with 100% Pure Lip Gloss 4.17ml, a moisturizing, vegan formula in a pink-beige shade using a wand applicator. The text Pink Caramel appears at the bottom of the image.
A close-up of lips being applied with 100% Pure Lip Gloss 4.17ml in a mauve shade using a wand applicator. The lips look glossy, smooth, and moisturised. “Mauvely” appears in white text at the bottom left corner.
A close-up of lips as 100% Pure Lip Gloss 4.17ml in a moisturising pink shade is applied with a wand applicator. "Strawberry" appears in white text at the bottom left.
Close-up of someone applying 100% Pure Lip Gloss 4.17ml, a vegan, glossy deep pink shade, to their lips with a wand applicator. The text "Pomegranate Wine" is displayed at the bottom.
Sale

100% Pure Lip Gloss 4.17ml

4.5
Rated 4.5 out of 5 stars
20 Reviews
$33.96 $39.95
 
The 100% Pure Pomegranate Oil Moisturising Lipstick 4.5g, a pinkish-brown vegan formula, is shown upright in its shiny metallic red tube against a plain white background.
A tube of 100% Pure Pomegranate Oil Moisturising Lipstick (4.5g) in Peony— a true, pale pink— sits on a white background with its shiny pink cap beside it. This vegan formula is enriched with pomegranate oil for soft, hydrated lips.
The 100% Pure Pomegranate Oil Moisturising Lipstick 4.5g in Calendula is a coral pink nude shade, shown with its shiny pink tube next to a swatch. Text reads: Calendula (A coral pink nude).
A tube of 100% Pure Pomegranate Oil Moisturising Lipstick 4.5g in berry pink mauve, with its cap beside it. A Foxglove shade swatch is smeared behind, highlighting this moisturising lipstick enriched with pomegranate oil.
A woman with light skin, brown eyes, and dark brown hair wears a patterned headscarf and matte pink 100% Pure Pomegranate Oil Moisturising Lipstick. She has winged eyeliner, defined brows, and "Bee Balm" in white at the bottom left.
A woman with brown hair in a headscarf applies 100% Pure Pomegranate Oil Moisturising Lipstick (4.5g) in pink. She wears winged eyeliner and has a subtle shoulder tattoo. "Buttercup" appears in white at the bottom left of the image.
A tube of 100% Pure Pomegranate Oil Moisturising Lipstick 4.5g in a metallic pink-floral case, shown open with lipstick and a swatch of deep, neutral pink-nude behind it. Text below reads: Clover, infused with pomegranate oil.
The 100% Pure Pomegranate Oil Moisturising Lipstick 4.5g in Black Rose—a cool, deep wine shade—comes in a shiny metallic case. Richly pigmented and vegan, it moisturizes lips while delivering bold color and nourishing comfort.
A tube of 100% Pure Pomegranate Oil Moisturising Lipstick 4.5g is shown in a floral-patterned metallic case, with a swatch of bright blood-red shade behind it. The shade is labeled Poppy (a bright, blood red).
A tube of 100% Pure Pomegranate Oil Moisturising Lipstick 4.5g in deep pink, labeled Narcissus, with the cap off and beside it. The shiny pink packaging features vertical text, offering a bold, moisturising lipstick look.
A vegan, moisturising pink-coral lipstick—100% Pure Pomegranate Oil Moisturising Lipstick 4.5g—in a shiny metallic pink tube with black cursive writing. Shown upright, cap off. Below: Magnolia (a bright bubblegum-coral).
A bright pink, moisturising lipstick with a dark metallic case is shown upright beside its cap and a pink smear. Text below: Primrose (a bright pink) 100% Pure Pomegranate Oil Moisturising Lipstick 4.5g.
A tube of 100% Pure Pomegranate Oil Moisturising Lipstick 4.5g (vegan, deep red-coral) sits uncapped on a matching swatch. The label reads Hibiscus—a hydrating formula for bold, vibrant lips.
Sale

100% Pure Pomegranate Oil Moisturising Lipstick 4.5g

4.6
Rated 4.6 out of 5 stars
65 Reviews
$31.46 $44.95
 
A white tube labeled 100% Pure Yuzu & Pomelo Glossing Shampoo, featuring grapefruit and green leaves images, plus pink text highlighting its natural formula.
 

100% Pure Yuzu & Pomelo Glossing Shampoo

4.9
Rated 4.9 out of 5 stars
29 Reviews
$39.95
A white tube of 100% Pure Coconut Milk Restorative Shampoo with silver palm leaf designs stands upright on a plain background, showcasing this nourishing shampoo.
 

100% Pure Coconut Milk Restorative Shampoo

4.8
Rated 4.8 out of 5 stars
20 Reviews
$39.95
A white tube of 100% Pure Burdock & Neem Healthy Scalp Conditioner with a large purple thistle and light pink label offers a sulfate-free solution for dry, itchy scalp relief.
 

100% Pure Burdock & Neem Healthy Scalp Conditioner

4.6
Rated 4.6 out of 5 stars
26 Reviews
$39.95
A silver foil packet contains two green 100% Pure Bright Eyes Masks, designed to de-puff under eyes and brighten dark circles for a refreshed look.
 

100% Pure Bright Eyes Mask

4.3
Rated 4.3 out of 5 stars
55 Reviews
From $14.85
An open bottle of 100% Pure 2nd Skin Foundation 35ml with a dropper reveals beige serum foundation. The label features olive squalane and fruit pigments for a radiant, natural complexion.
Three droplets of 100% Pure 2nd Skin Foundation 35ml in Shade 1 are displayed on a white background, showcasing the light beige tone and its natural complexion-enhancing effect.
Three drops of 100% Pure 2nd Skin Foundation 35ml in light beige (Shade 2) are displayed on a white background, labeled "Shade 2" for a natural complexion.
Three drops of 100% Pure 2nd Skin Foundation 35ml in a light beige shade are displayed on a white background. The antioxidant-rich serum foundation is shown as Shade 3.
Three drops of 100% Pure 2nd Skin Foundation 35ml in Shade 4 beige rest on a white background. This serum foundation delivers an antioxidant-rich formula for a flawless finish.
Three drops of 100% Pure 2nd Skin Foundation 35ml in Shade 5 (beige) are displayed on a white background. This serum foundation has an antioxidant-rich formula, delivering a flawless finish.
A round, smooth swatch of 100% Pure 2nd Skin Foundation 35ml in light beige provides natural-looking coverage, displayed on a white background.

100% Pure 2nd Skin Foundation 35ml

4.4
Rated 4.4 out of 5 stars
28 Reviews
From $20.00
 
A white tube of 100% Pure Kelp & Mint Volumising Shampoo features botanical artwork and green lettering, highlighting its natural thickening formula.
 
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100% Pure Kelp & Mint Volumising Shampoo

4.9
Rated 4.9 out of 5 stars
24 Reviews
$39.95
A tube of 100% Pure Glossy Locks Grow More Shampoo, a biotin-infused thickening formula, displays floral line art and brown text on white. The 8 fl oz (236 ml) upright tube has a white flip-top cap.
 

100% Pure Glossy Locks Grow More Shampoo

4.8
Rated 4.8 out of 5 stars
29 Reviews
$39.95
An orange tube of 100% Pure Multi-Vitamin Healthy Hair Conditioner, a nourishing biotin formula with black and white fruit illustrations, clear flip-top cap, and product text.
 

100% Pure Multi-Vitamin Healthy Hair Conditioner

5.0
Rated 5.0 out of 5 stars
1 Review
$39.95
The 100% Pure BB Cream 30ml comes in a pale pink tube with a twist-off cap, offering a makeup-skincare hybrid formula with medium to full coverage, displayed upright against a white background.
A creamy, light beige swatch of 100% Pure BB Cream 30ml in shade Light 10 (Luminous) blends seamlessly on a white background, showcasing its makeup-skincare hybrid formula.
A creamy, medium beige 100% Pure BB Cream 30ml with a slight orange undertone and natural ingredients. This makeup-skincare hybrid shade is labeled: “Medium 20 (Aglow)”.
A smooth swatch of tan 100% Pure BB Cream 30ml with a creamy texture on a white background. This makeup-skincare hybrid provides radiant, glowing coverage. Text below reads Tan 30 (Radiance).
The 100% Pure BB Cream 30ml comes in a pale pink tube with a twist-off cap, offering a makeup-skincare hybrid formula with medium to full coverage, displayed upright against a white background.

100% Pure BB Cream 30ml

4.2
Rated 4.2 out of 5 stars
58 Reviews
From $15.00
 
A tube of 100% Pure Kelp & Mint Volumising Conditioner for fine hair volume, featuring orange seaweed illustrations on the packaging, is shown standing upright against a white background.
 
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100% Pure Kelp & Mint Volumising Conditioner

4.5
Rated 4.5 out of 5 stars
36 Reviews
$39.95
A 5ml tube of 100% Pure Lip Caramel Liquid Lipstick, a vegan pinkish mauve shade in a clear container with a metallic silver cap and white lettering on the front.
Close-up of lips wearing 100% Pure Lip Caramel Liquid Lipstick (5ml), a peachy nude, vegan formula with a creamy, slightly glossy finish. "Butterchew" is written in white at the bottom left of the second image.
Close-up of lips wearing glossy, bright red 100% Pure Lip Caramel Liquid Lipstick (5ml, vegan). The top and bottom images show similar lip colors, with "Cherry Cordial" labeled on the bottom image.
Close-up comparison of lips wearing two similar shades of 100% Pure Lip Caramel Liquid lipsticks (5ml) in glossy rose tones. "Ganache" appears in white text at the bottom left of the lower image.
Close-up of lips wearing 100% Pure Lip Caramel Liquid Lipstick (5ml) in a soft, pinkish-brown vegan shade with a glossy finish. Top and bottom images show slight lighting variations. "Rum Nougat" is seen at the bottom left.
Two close-up images show lips wearing 100% Pure Lip Caramel Liquid Lipsticks 5ml in Red Velvet, with shiny, long-lasting vegan color. White text appears at the bottom left. Lips are slightly parted to reveal a smooth, vibrant red shade.
Two close-up shots of lips wearing 100% Pure Lip Caramel Liquid Lipstick (5ml) in a glossy mauve-brown shade. Lighting varies between the images; "Truffle" appears on the bottom. This vegan, long-lasting lipstick is shown in detail.
Sale

100% Pure Lip Caramel Liquid lipsticks 5ml

4.0
Rated 4.0 out of 5 stars
2 Reviews
$29.97 $49.95
 
A light pink tube of 100% Pure Fruit Pigmented® Tinted Moisturiser 30ml, with a small green leaf illustration, stands upright on a white background.
A smear of light, peachy-beige 100% Pure Fruit Pigmented® Tinted Moisturiser 30ml on a white background with "Alpine Rose" text below.
A smear of creamy, light peach-colored 100% Pure Fruit Pigmented® Tinted Moisturiser 30ml in the shade White Peach on a white background.
A smooth, peach-colored swatch of 100% Pure Fruit Pigmented® Tinted Moisturiser 30ml in Peach Bisque is displayed on a white background.
A creamy, light tan swatch of 100% Pure Fruit Pigmented® Tinted Moisturiser 30ml in shade Golden Peach sits on a white background, highlighting this lightweight skin tint's natural, radiant finish.
A smooth, glossy smear of medium brown 100% Pure Fruit Pigmented® Tinted Moisturiser 30ml in shade Toffee on a white background.
A light pink tube of 100% Pure Fruit Pigmented® Tinted Moisturiser 30ml, with a small green leaf illustration, stands upright on a white background.
Sale

100% Pure Fruit Pigmented® Tinted Moisturiser 30ml

4.7
Rated 4.7 out of 5 stars
30 Reviews
From $20.00 $59.95
 
A clear spray bottle of 100% Pure Rose Water Face Mist 100ml, with a white cap, holds light yellow liquid. The label has a rose image and states it's a natural, vegan facial toner and makeup setting spray.
 

100% Pure Rose Water Face Mist 100ml

4.9
Rated 4.9 out of 5 stars
27 Reviews
$44.95
A white tube of 100% Pure Yuzu & Pomelo Glossing Conditioner with a pink label and grapefruit imagery offers sulfate-free hydration for shiny, healthy hair.
 

100% Pure Yuzu & Pomelo Glossing Conditioner

4.1
Rated 4.1 out of 5 stars
13 Reviews
$39.95
A brown glass bottle with a white pump and pink label reading "100% Pure Rosemary Grow Hair Serum 30ml," infused with rosemary and castor oils for hair growth, featuring decorative rosemary illustrations.
 
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100% Pure Rosemary Grow Hair Serum 30ml

4.8
Rated 4.8 out of 5 stars
20 Reviews
$39.95
A woman in a pink top and light shorts poses playfully against a solid coral background, holding a lollipop to her mouth with one hand and extending her other arm to the side.

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