Discover the Best of 100% PURE - The Top 10 Beauty Gems Loved by Our Customers

There is a way to redefine 100% as more than a measurable quantity of “authenticity”. It’s beyond a ratio of excellence or a symbol of perfection - it stands for an ideal. Between a standard of skin pureness and environmental passion, one of the original clean beauty brands was born.

Dive into the world of 100% PURE, where our expansive array of natural skincare, makeup, and haircare blends nature’s potency with innovative science.

For us, natural has always been synonymous with “clean” – and cutting corners was never an option. Clean or natural, we’re committed to using the best ingredients we can find, sourced in the most ethical ways, and meticulously processed to deliver sustainable beauty products.

Despite being clean and certified, our cruelty-free products deliver uncompromisingly powerful results, ensuring every application revitalizes, enhances, and nourishes with visibly transformative effects for our skin-loving communities.

Experience beauty without boundaries, where purity meets performance. Welcome to 100% PURE!

Straight from mother nature, 100% PURE’s natural skincare and makeup are exactly that – pure, simple, and effective. You’ll be saying no to scary chemicals, artificial fragrances, harmful toxins, and skin-irritating parabens. When you make the switch to natural beauty, you’ll be saying yes to these skin-beneficial ingredients that are packed with anti-aging antioxidants and reparative vitamins. We’ll be including every fan favorite so browse below to learn all our top clean beauty products and skin care bestsellers!

#1. Coffee Bean Eye Cream:
Key Ingredients: Green Coffee / GreenTtea / Vitamins E, K & C / Aloe Vera

The proof is in the numbers--not to mention the clinical studies! The cult-like following and 5-star reviews of our caffeinated eye cream will have you batting an eye. As our #1 bestseller, this eye-dilic cream features luxe ingredients like moisturizing rosehip oil, stimulating caffeine from coffee and green tea, and toning vitamin C that perks up tired eyes in no time!

Benefits:

Reduces Puffiness & Darkness: Constricts under-eye blood vessels, eliminating puffiness and darkness

Soothes Eyes: Reduces inflammation, helping to calm and soothe eye redness and irritation

Brightens Eyes: Stimulates circulation, helping to brighten the skin and improve its overall texture

Hydrates the Skin: Nourishes and hydrates dehydrated skin

Protects Eyes: Free-radical-fighting abilities help repair UV damage

5-Star Reviews:

Soothing the Eyes

Love this product…. It reduces the appearance of fine lines and wrinkles. It also improves skin hydration and moisture and it improves skin firmness/elasticity. And, it is allergy-free from gluten, wheat, soy, peanuts, and nuts.

Julie J.

Caffeine Eye Cream

I have come to find this eye cream as a staple in my face care routine. It seems to help brighten my eyes in the morning and reduce the "tired" look that I can have, even if I get a full night's rest! I have been using this product for years and I think it's a great one to keep on hand!

Ashton L.

I keep coming back!

Love the coffee bean eye cream. It’s my standard. I’ve spent hundreds on highly touted eye creams and have not seen promised results. 100% PURE is moisturizing and depuffing. Can’t ask for more, and I love the scent!

Sharon J.

#2. Fruit Pigmented Ultra Lengthening Mascara:
Key Ingredients: BlackTtea / Vitamin E / Provitamin B5

Have you ever seen a best-selling mascara ingredient list that reads like a delicious dessert recipe? Rich cocoa powder and luscious cocoa seed butter are whipped together with micronized black tea leaves to color this rich, decadent natural mascara. Lengthens and separates lashes without clumping, smudging, or flaking.

Benefits:

Natural Ingredients: Loaded with natural ingredients, which promote healthier lashes

Safe Ingredients: Contain wholesome ingredients that are gentle and safe on your eyes

No Preservatives: Free of toxins that can irritate your skin and pretty peepers

Free of Dyes: Lashes can lengthen and grow longer, thicker, and stronger

Contain Fruit Pigments: Natural fruit pigments without burning, irritation, or watery eyes

5-StarReviews:

The BEST Mascara

“I purchased the 100% PURE™ fruit pigmented mascara in Black Tea for the first time I think in 2014? Since then it has been my go to and pretty much only mascara I use. Generally, I don't use waterproof mascara, so it's been perfect for me. My lashes look false when I wear it. I've also tried the BlackBerry (purple tint) and it was lovely, but I prefer black. HIGHLY recommend this product!! Already have sisters hooked. 10 stars!!”

Jennifer B.

My most Favorite Mascara Ever!

This mascara has become my go to Mascara for everything! I refuse to buy another brand or type! The mascara number 1 smells wonderful, no funky weird chemical smells, it glides on smooth and makes my lashes really pop! I have no issues with clumping and it certainly makes my lashes look long and beautiful. I love that the product is not tested on animals, has natural ingredients and is healthy for me! I do not think i will buy another type of mascara (unless it's from 100% PURE) again.

Danielle W.

Fruit Pigmented Ultra Lengthening Mascara

My absolute favorite mascara. Doesn’t bother my sensitive eyes smells so good. No raccoon eyes at the end of the day. I get the black tea color. Love all the ingredients.

Val

#3. Creamy Long Last Liner:
Key Ingredients: Shea Butter / Vitamin E / Marula, Jojoba, & Sunflower Seed Oils

Our own classic creamy liner glides easily onto the lids with a creamy texture without being too soft. Micronized black tea leaves and natural fruit pigments from teas and cocoa are perfect for adding depth and drama to the waterline, or for making larger eyes look more narrow and sultry or wide-eyed and bright-eyed.

Benefits:

Natural: Colored from natural fruit pigments, including teas and cocoa

Ultra-Blendable: Creamy, easily blendable texture creates any natural makeup look

Nourishing: Hydrating oils and vitamins help to moisturize and nourish the delicate eye area

Organic: Made with certified organic ingredients and plant-derived phyto-pigments

Hypoallergenic: Ideal for those who can’t use traditional eyeliners or sensitivities

5-Star Reviews:

Awesome Products and The Best Customer Service ever!

The liner is great - all products ordered and received have been awesome and the customer service is wonderful. Thank you so much!

Denise R.

Best liner ever

Extremely easy, flawless and long wearing without smudging, smearing or irritation. This is by far my new favorite eye liner.

Dana W.

Trustworthy Brand

I love all your products. Liner is great creamy easy to apply. Would comeback for all your products. Most of them go out of stock so quickly

Bhagya C.

#4. Bright Eyes Masks:
Key Ingredients: Green Coffee / Green Tea / Yerba Mate / Hyaluronic Acid

De-puff eye bags and fight those pesky dark circles with a caffeinated eye mask! As one of our cult faves for a glowing under-eye area, our brightening masks soothe with cucumber hydrosol and a triple boost of caffeine via green coffee beans, green tea, and yerba mate. Your eyes are going to de-puff and send dark circles packing!

Benefits:

Reduces Puffiness: Caffeinated ingredients lessen blood flow and swelling under the eyes

Brightens Eyes: Brightening vitamins and caffeine lighten and pep up peepers

Anti-Aging: Potent antioxidants renew thinning under the eye's skin

Skin Plumping: Collagen-boosting ingredients help plump and hydrate under the eyes

Soothes Eyes: Soothing cucumber hydrosol and hyaluronic acid quench dry skin

5-Star Reviews:

Eye masks

Love, love, love, these eye masks! They depuff and brighten! Perfect to reduce stress, too!

Karen R.

So good!

After an emotional night, these totally calmed me and de-puffed my eyes! Love the smell!

Trina V.

Super!

My favorite eye mask! Gets rid of puffiness and moisturizes.

Wendy S.

#5. Vanilla Bean Nourishing Body Cream:
Key Ingredients: Green Coffee / Cocoa Butter / Rose Hydrosol / Grapeseed Oil

Nothing sounds better than sinking into a fluffy, warm bed after a hot shower enveloped in the comforting scent of vanilla. This luxurious body lotion has the creamy texture you want with loads of natural fragrance thanks to vanilla fruit, vanilla absolute, and natural honey. Humectant vanilla fights inflammation and works alongside other dynamic ingredients to keep you super soft and silky.

Benefits:

Mega Moisturizing: Moisturizing ingredients like butters and oils hydrate and nourish skin

Essential Vitamins: Reparative vitamins like A and E help to repair the lipid barrier of the skin.

Ultra-Hydrating: Natural moisturizers help to seal in hydration, slowing the process of water loss

Anti-Aging: Potent antioxidants and vitamins help lessen the signs of aging and repair skin damage

Soothing: Skin-healing oils and butters like cocoa butter help soothe, soften, and replenish skin

5-Star Reviews:

Obsessed

I love this lotion. I have dry and eczema prone skin and this works great and smells so good!

Jessica

Love this moisturizer!

Smells amazing, my favorite! Leaves my skin silky smooth!

Angela V.

Luscious

We adore this luxurious body cream. It feels smooth and plumping without leaving the skin greasy. Smells like sugar cookies!

Bree B.

#6. Multi-Vitamin + Antioxidants Ultra Riché PM Treatment:
Key Ingredients: Vitamins A, K C & E / Niacinamide / Retinol / Coenzyme CoQ10

This nighttime facial treatment was made especially for anyone seeking corrective anti-aging treatment. We stabilized the best vitamins for skin while combining potent antioxidants, to work synergistically while providing a drastic improvement in the appearance of fine lines and wrinkles. This facial oil can help balance uneven skin tone with Coenzyme CoQ10 while boosting glow with vitamin C.

Benefits:

Anti-Aging: Antioxidants help by scavenging free radicals to keep the skin more radiant and youthful

Repairing: Antioxidants help reduce inflammation to repair skin damage and lessen signs of aging

Stimulates Collagen: Antioxidants like vitamin C help stimulate collagen production and brighten skin

Reduces Damage: Anti-inflammatory properties of antioxidants help with sunburn and photodamage

Brightening: Antioxidants help prevent hyperpigmentation and uneven skin tone

5-Star Reviews:

Super!

Love, love, love! I’ve been using this every other night after I use the PM serum, and it feels so luxurious. I saw some reviews complaining about the smell, but I didn’t notice anything off about it at all. I have been putting on quite a bit at night, and wake up in the morning with my face still very moisturized from it.

April

Nice and rich

I love the rich feel of this product on my dry skin, it is very hydrating!

Deborah L.

Smoother skin within a week

I love this product! My skin feels so soft after using it for just one week.

Sharon H.

#7. Vitamin C Serum:
Key Ingredients: Vitamins C & E / Green Apple / Alpha Lipoic Acid / Aloe Leaf

This natural vitamin C serum is a powerhouse in promoting collagen production, which is essential for maintaining skin's elasticity and firmness. The infusion of green apple and grape enhances the skin's radiance, while the addition of alpha lipoic acid (ALA) acts as a shield against oxidative damage; a common culprit for premature skin aging and discoloration.

Benefits:

Boosts Collagen: Vitamin C promotes collagen synthesis, maintaining the skin’s youthful texture

Brightens Skin Tone: Vitamin C brightens and evens out skin tone by reducing dark spots and dullness

Reduces Hyperpigmentation: Vitamin C intervenes by targeting the root of pigmentation production

Protects Against Damage: Vitamin C protects skin from free radicals and oxidative stress

Balances Skin: Vitamin C helps to balance skin’s pH and adds radiance to skin

5-Star Reviews:

Amazing

I have been using this vitamin C for a long time now. Makes my skin firm and bright.

Natalia G.

Vitamin C Serum

I have used this serum for years…I have mature skin and this serum makes my skin feel soft and glowing. I will always use this as part of my skincare routine.

Karen R.

Game changer

This is a great serum!

Ivonne

#8. Hydra Drench Cream:
Key Ingredients: Hyaluronic Acid / Sodium PCA / Nopal Cactus / Chia Seed Gel

Thirsty skin cells are in for a treat with our skin-hydrating dream cream! This lightweight, fast-acting moisturizer offers the benefits of hyaluronic acid and the soothing benefits of omega fatty acids from chia seed gel. This soothing moisturizer is also loaded with protective antioxidants, thanks to nopal cactus and rose water. The addition of sodium PCA and shea butter condition and softens the skin.

Benefits:

Skin Quencher: Hyaluronic acid works to deeply hydrate and plump your skin

Deeply Hydrating: Skin-plumping actives deeply penetrate and moisturize skin

Collagen Support: Skin actives help to support collagen production for bouncy skin

Strengthens: Vitamins repair the skin’s lipid barrier, keeping your skin looking dewy and fresh

Anti-Aging: Hyaluronic acid lessens the appearance of fine lines and wrinkles

5-Star Reviews:

Non-greasy cream

Love the cream. It is non-greasy and soaks in fast. I have very dry skin on hands, so I use it at night to allow it to absorb.

Beverly

I love this

Super hydrating for my very dry and sensitive skin- I am waiting for it to come back in stock so I can get some for me and I recommended to a family member as well.

Heather

The most HYDRATING EVER

My thyroid has been sluggish postpartum & is causing my skin to be sooo dry as I’m working to get it back on track & this is the only cream that actually works without leaving me greasy!

Taylor M.

#9. Glossy Locks Grow More Shampoo:
Key Ingredients: Green Coffee / Biotin / Vitamin B3 / Caffeine

A good hair day is a blessing, but a great hair day can be a complete game changer. Our natural grow more shampoo is a perfectly formulated trifecta of hydration, gentle cleansing, and boosted shine. Formulated to minimize shedding and stimulate new hair growth, this formula deep cleans and clarifies the scalp without stripping or dehydrating hair. This nourishing formula makes hair stronger, healthier, and revitalized.

Benefits:

Natural Formula: Gentle, safe, plant-based ingredients work in harmony with your hair and scalp

Less Chemicals: Chemical-free formula reduces the risk of skin irritation, allergies, and health problems

Gentle Cleansing: Plant-sourced ingredients remove dirt and oil without stripping your skin’s natural oils

Improved Scalp: Natural ingredients help with dandruff, itching, and inflammation for new hair growth

Strengthening and Repair: Nutrient-dense ingredients promote a healthier hair and scalp environment

5-Star Ingredients:

Pure, gentle, nourishing

Cleanses effectively but gently. Nourishing to the scalp and hair with awesome clean, organic, non-GMO ingredients. Thank you 100% PURE!

Karen L.

Another great shampoo that’s clean

I totally trust 100% PURE with my shampoo and conditioner needs. I have natural hair that’s not color treated so I like to take care of it using chemical free products. The result of using this shampoo with the conditioner has my hair being curly and clean and I’m able to go for three or four days in between washing. I would definitely recommend this formula.

Meghan A.

Love this shampoo

I use several of 100% PURE shampoos and I always come back to this one. Cleans gently, scent is uplifting - I love the minty feel. My hair is bouncy. Not sure if it makes my hair grow faster, but it definitely feels healthy.

Sarina E.

#10. Deep Hydration Sheet Mask:
Key Ingredients: Aloe Leaf Juice / Cucumber / Hyaluronic Acid / Vitamin A

The powerful replenishing sheet mask is made with hydrating cucumber and aloe juice, skin-plumping hyaluronic acid, and plant ceramides to quench your skin. This water-drenching blend of botanicals locks in long-lasting hydration to leave skin ultra-plump, soft, and supple. Anti-inflammatory rosehip, ylang-ylang, and chamomile help to calm the skin, while beta-glucan soothes and moisturizes.

Benefits:

Soothing: Conditions skin including itchiness, dryness, burns, scarring, blemishes, rashes and breakouts

5-Star Reviews:

Love

First time using it and I loved how it made my skin feel after.

Kattie F.

Refreshing!

This mask left me feeling much more hydrated & beautiful!

Minna N.

One of my favorite masks

I use this mask whenever my skin feels a bit dry after a big workout. I like to use it as my weekly spa ritual. love how moisturized I feel afterward.

Christine

While we know the meaning of beauty and the power of self-care for health’s sake has piqued and changed in recent years, it’s important to reward yourself with natural alternatives to mainstream products and live and breathe all things clean and natural.

Take care of all the aspects of your mind, body, and soul that make you, you. The more you adopt a healthier beauty and skincare regimen, the healthier you’ll be inside and out.