100% PURE is a well-established natural brand that makes its own products and sells a large, fairly priced skincare range with a 60-day return window. Its weak points are missing active strengths and frequent use of essential oils, so it suits tolerant skin better than reactive skin.
What we like
- Large, affordable skincare range, with most products under $60
- Full ingredient lists published on every product page we checked
- Made in the brand's own solar-powered, ISO 22716-certified facility
- Formulas described as vegan and cruelty-free, with the one vegan exception clearly named
- 60-day returns on gently used products, longer than many brands offer
Keep in mind
- No percentages published for retinol, vitamin C or brightening actives
- Some product pages feature ingredients that are missing from the full ingredient list
- Essential oils and fragrance components in many formulas may bother sensitive skin
- Shipping costs are not refunded on returns
100% PURE has been making plant-based beauty products since 1999, when, the company says, it was founded in Napa, California, by Susie Wang, her brother James Wang and Ric Kostick, who met as students at UC Berkeley. Many shoppers know it for fruit-pigmented makeup, but its skincare collection is just as substantial, with more than 80 cleansers, toners, serums, moisturizers, masks and eye creams listed on the brand's site in 2026.
What sets it apart in a crowded natural-beauty market is control and price. The brand makes its own products in a solar-powered lab and factory, and most of its skincare costs less than $60. In our research we looked at the current skincare range on 100percentpure.com, the published ingredient lists, and the shipping and returns terms, focusing on what is worth buying and where the labels fall short.
Who 100% PURE Is: Vegan Formulas Made In-House
Today the company is based in San Jose, California, in Silicon Valley. It owns its lab and manufacturing facility, which it calls Babylon, says the site runs entirely on solar power, and states that it is certified to ISO 22716, the international good manufacturing practice standard for cosmetics. Formulation is handled by an in-house innovation team that includes PhD chemist Dr. Cody Chalker.
The brand's philosophy is built around exclusion. It says it bans 2,870 individual substances plus more than 4,000 PFAS chemicals, and that a banned substance must be absent from a formula, not merely reduced. It describes its formulas as vegan and cruelty-free; the one stated vegan exception is the Ginseng Royal Jelly Mask, which contains royal jelly and manuka honey.
The 100% PURE Skincare Range, Explained by Concern
The skincare shop is sorted by step (cleansers, toner, scrubs and masks, serums and face oils, moisturizer, eye cream and SPF) and by concern, including acne, anti-aging, brightening, sensitive, dry, combination and oily skin, and enlarged pores. Many products belong to ingredient families, which makes the large catalog easier to navigate:
- Coffee Bean Caffeine: an eye cream, serum and moisturizer aimed at puffiness and a tired look.
- Retinol, Bakuchiol and Multi-Vitamin: night treatments for the look of fine lines and uneven texture.
- Fermented Rice Water and brightening formulas: toners and serums aimed at dullness and uneven tone.
- Tea Tree: a cleanser, astringent, moisturizer and spot treatment for oily or blemish-prone skin.
- Rose Water and Hydra Drench: gentler hydration for dry and normal skin.
See 100% PURE's current range
Best 100% PURE Skincare Products to Start With
- Coffee Bean Caffeine Brightening Eye Cream (1 fl oz, about $35; 0.3 oz, about $19): one of the brand's most-reviewed skincare products. It pairs caffeine with niacinamide, green coffee, green tea EGCG and rosehip oil. In a five-week consumer perception study cited by the brand, 89% of participants said puffiness looked reduced.
- Retinol Restorative Overnight Balm (1 oz, about $68): a rich, oil-based night balm with plant-derived retinol, avocado and jojoba oils, shea butter and a vitamin C derivative, intended for normal, combination and dry skin.
- Fermented Rice Water Toner (about $44): a brightening toner made with sake, niacinamide, licorice and alpha-arbutin from bearberry.
- Hydra Drench Cream (1.4 fl oz, about $48): a lightweight moisturizer with hyaluronic acid, chia seed gel, squalane and nopal cactus, designed for morning and night use.
Oily or blemish-prone skin may do better starting with the Tea Tree & Willow Clarifying Astringent (3.3 fl oz, about $45), which combines willow bark, witch hazel, tea tree and niacinamide in an aloe base.
Ingredients and Actives: What to Know
100% PURE publishes full ingredient lists, and that is a real strength. Many formulas use well-known actives: niacinamide appears across eye creams, toners and moisturizers; the Vitamin C Serum (1 fl oz, about $58) uses 3-O-ethyl ascorbic acid, a stable vitamin C derivative; and the Multi-Vitamin + Antioxidants Ultra Riché PM Treatment (1.4 fl oz, about $35) combines retinol, bakuchiol, niacinamide and coenzyme Q10.
The weak spot is strength. The brand does not publish percentages for its retinol, vitamin C or brightening ingredients, so it is hard to judge how potent a formula is or to compare it with clinical-strength products. In our research, several product pages also highlighted ingredients that did not appear in the full ingredient list, so treat the full list as the more reliable guide.
Essential oils are common, too. The Fermented Rice Water Toner, for example, includes lavender, bergamot and cedarwood oils, along with fragrance components such as linalool and limonene. That gives products a natural scent, but it is a reason for fragrance-sensitive shoppers to patch test. For sun protection, the Green Tea SPF 30 relies on 20.8% zinc oxide, a mineral filter.
100% PURE Pricing, Shipping and Returns
Individual skincare products we saw ranged from about $7 for a single Bright Eyes Mask to about $68 for the Retinol Restorative Overnight Balm. Most cleansers sit between about $25 and $38, and most serums and moisturizers between about $25 and $60. Some items come in smaller sizes, and themed bundles are also sold.
Standard U.S. shipping is free on orders over $50 before tax and costs $7.99 below that. The brand quotes 1–2 business days of processing and about 5–10 business days for standard delivery, with faster paid options. Canadian orders over $99 USD ship free.
The 60-day return policy is longer than many skincare brands offer: U.S. and Canadian customers may return gently used products for store credit or a refund to their card. Shipping costs are not refunded, gift sets must be returned complete, and processing can take up to 30 days after the return arrives.
Who 100% PURE Suits, and Who Should Skip It
A good fit if you want vegan, plant-based skincare at accessible prices, you are building a first routine and like trying several products, or you value a long return window.
Skip or proceed carefully if you need published active percentages to plan a routine, you react to essential oils or fragrance components, or you are pregnant and considering the retinol products. People with very reactive skin may be happier with a fragrance-free brand.
Our Verdict on 100% PURE in 2026
100% PURE offers one of the broadest natural skincare ranges at mid-market prices, backed by in-house manufacturing, full ingredient lists and a 60-day return window. The Coffee Bean Caffeine Brightening Eye Cream and Retinol Restorative Overnight Balm are sensible places to start. Its limits are the lack of stated strengths, some inconsistent product-page details and heavy use of essential oils. For value-minded shoppers with tolerant skin, it is a solid choice; for sensitive skin, patch test first and introduce one product at a time.
100% PURE products at a glance
| Product | What it is | Price |
|---|---|---|
| Coffee Bean Caffeine Brightening Eye Cream | A caffeine and niacinamide eye cream with green coffee, green tea and rosehip oil, designed to reduce the look of puffiness and dark circles. | about $35 |
| Retinol Restorative Overnight Balm | A rich night balm with plant-derived retinol, plant oils and shea butter, aimed at the look of lines and uneven tone in normal to dry skin. | about $68 |
| Fermented Rice Water Toner | A brightening toner with sake, niacinamide, licorice and bearberry-derived alpha-arbutin for dull or uneven-looking skin. | about $44 |
| Hydra Drench Cream | A lightweight hyaluronic acid and chia seed moisturizer designed to rehydrate thirsty skin morning and night. | about $48 |
| Tea Tree & Willow Clarifying Astringent | A toner with willow bark, witch hazel, tea tree and niacinamide designed to balance surface oil on oily or blemish-prone skin. | about $45 |
| Multi-Vitamin + Antioxidants Ultra Riché PM Treatment | An evening cream combining retinol, bakuchiol, niacinamide and coenzyme Q10 for smoother, brighter-looking skin by morning. | about $35 |
Prices as listed on the brand's site at the time of our research and may change. Check the store for current pricing.
100% PURE FAQs
Is 100% PURE legit?
Yes. 100% PURE is a U.S. company that says it was founded in 1999 and is now based in San Jose, California, where it makes its products in its own ISO 22716-certified facility. It sells directly on its website with published shipping and returns terms.
Is 100% PURE vegan and cruelty-free?
The brand describes its formulas as vegan and cruelty-free, with one stated vegan exception: the Ginseng Royal Jelly Mask, which contains royal jelly and manuka honey. Its About page does not name a third-party cruelty-free certification.
Is 100% PURE skincare good for sensitive skin?
Some products, such as the Hydra Drench Cream, are described as suitable for sensitive skin with a patch test first. However, many formulas contain essential oils and fragrance components, so people with very reactive skin should check ingredient lists carefully and introduce one product at a time.
What is the 100% PURE return policy?
U.S. and Canadian customers can return gently used products within 60 days for store credit or a refund to their card. Shipping costs are not refunded, gift sets must be returned complete, and returns can take up to 30 days to process.
Does 100% PURE offer free shipping?
Standard U.S. shipping is free on orders over $50 before tax and costs $7.99 below that, with delivery usually taking about 5-10 business days. Canadian orders over $99 USD also ship free.
Which 100% PURE retinol product should I choose?
The Retinol Restorative Overnight Balm (1 oz, about $68) is the richer option for normal to dry skin, while the Multi-Vitamin + Antioxidants Ultra Riché PM Treatment (about $35) pairs retinol with bakuchiol and niacinamide. Neither lists a retinol percentage, so start a few nights a week and wear SPF the next morning.
Value-minded shoppers who want vegan, plant-based skincare
Disclosure: InhouseHeal may earn a commission if you buy through links on this page. Our score is based on research of the brand's products, evidence, pricing and policies. How we review.
