The Truth About Animal Testing

At 100% PURE, we know that the lovely people who use our products (that’s you!) do so because you want to treat yourself better. We create products that are safe for you and produce all the fabulous looks you can dream of because – surprise – you can have both! In addition to protecting you from toxic chemicals found in conventional cosmetic products, we made the decision to protect all the furry friends we love as well by not testing on animals. 100% PURE prides itself on being 100% cruelty free: we have never and will never test on animals.

Rewind a decade or so, 100% PURE all began when Susie was working in a lab making formulations for big name cosmetic companies. She noticed that when chemicals were delivered, they came with a booklet that described their formulation. The managers at the company would file these away without reading them and sign off on the Chemical Analysis regardless – what kind of quality control is that? After watching this time and time again, Susie looked at what one of the files said. What she saw broke her heart and forever changed her perception of cosmetics: the lab where the chemical came from documented the history of testing it on animals to see its reaction. Susie continued pulling files off the shelves hoping that this chemical was an exception, but discovered it was the rule. She saw horrifying images of rabbits’ eyes being pinned down, mice shoved into test tubes for hours on end, and monkeys whose heads had been scalped. Even though these companies claimed to not test on animals, it turned out that each chemical that was put into their products was. They got away with labeling their products as free of animal testing only because they didn’t test their final product on them. News flash: this kind of twisted lie should be illegal! It’s highly misleading to customers who are under the impression that the creation of their favorite beauty products did not involve any animal testing, not to mention ruthlessly cruel to the millions of helpless animals that were killed in the process.

There’s something problematic about the fact that animal testing even needed to be performed in the first place. Animal testing only came about because companies wanted to use toxic chemicals in their formulas without causing harmful reactions in their customers. That on its own should be a sign that they need to find another way to develop their products. They had to make sure their chemicals weren’t dangerous enough to kill a human, so they decided to sacrifice millions of animals at their profit. What kind of twisted logic is that?

Susie was completely disturbed by this and made it her mission to found a company in which no animals were tested on during any point of product development. She knew that it was possible to formulate performing products without harming animals in the process. Susie’s mission came to fruition: 100% PURE has never had to test on animals at any point, because why would we need to test things that are found on Earth naturally like coconut, green tea, and berries? We developed products like our vegan Cocoa Butter Matte Lipsticks that create an elegant look with natural ingredients - shea butter and cacao - that are also nourishing for your skin. We use fruit pigments to create the colors everyone desires during the day, night, and anywhere in between. Why use coal tars and toxic dyes when we can draw upon vitamin and antioxidant rich natural ingredients instead? All of our makeup brushes are made from antibacterial synthetic fibers instead of animal fur. We wish this could be the standard for the entire beauty industry, but instead, companies continue to claim that their products are “cruelty free” even after testing individual ingredients on animals. 100% PURE is proud to hold a certification from Leaping Bunny showing that there was no animal testing involved at any stage of product development.

As pioneers in the natural beauty industry, we want to be clear with you about how we test our ingredients. Even if they are natural, they can still react to each other in irritating or harmful ways. At this point, we’d like to refer you to our “About Us” page, where you can find more info on our beginnings and also see the outline of our “9 Step Testing Process” that we use to make sure we are creating safe and effective products for you.

We start out by making sure that the ingredients we use are free of chemical pesticides, herbicides, and fertilizers. After combining ingredients, we test for their stability to avoid negative chemical reactions. Once we have made sure our ingredients safely blend together, we look to see whether our product accomplishes what it says it will do. You want that vegan Berry Nectar Nourishing Cleanser to cleanse your face while locking in moisture, right? Now that we have a formula that is effective, we check its sensitivity on skin, making sure it won’t cause any irritation. We then continue to test our products for weeks and months out to ensure it remains healthy for extended use! We do all of this to ensure that we’re creating the purest beauty products for you to use. We found a safe alternative to animal testing to avoid harming a living, breathing animal…imagine that!

We hope that you recognize the effort we make to create a better planet for us and the animals that live on it, all the while making products that keep you looking fantastic. To us, animal testing is not debatable. We want to shed light on the misleading claims that many companies make so you can avoid inadvertently using a product that has hurt animals in its formulation process. So continue to be diligent in the products you choose and remember that 100% PURE will never claim something that isn’t true, because the humane choice always comes natural to us. 100% PURE has always been and will always be 100% cruelty free.