The beauty brand using fruit to create colour

By Lucy Tandon Copp 20-Sep-2017

From blood oranges to blackberries and beyond, 100% Pure is onto a sweet solution to creating bold shades in natural beauty

Natural and organic beauty brands have shaken up the ingredients rule-book over the past decade, unearthing innovative chemical-free solutions to traditionally synthetic formulas.

But there's still one laboratory challenge that all those in the make-up industry do inevitably have to confront – the creation of colour.

By banishing synthetic dyes to stay true to brand integrity, brands are faced with a complex challenge when trying to achieve on-trend vibrant shades and risk creating muted colours with little staying power.

But one brand that is doing things a little differently is 100% Pure. Taking its inspiration from the fruit bowl, the Silicon Valley-based brand is gaining a reputation for its innovative fruit-dyed make-up and boasts 21 different shades of lipstick, 20 shades of lip glaze and ten shades of lip caramel. It also sells a multitude of fruit-dyed products for eyes, face and cheeks.

Here founder Susie Wang talks to Cosmetics Business about the complexities of working with fruit to create colour and which products are consumer favourites.


Susie Wang founded 100% Pure in Napa, California, in 2005


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What was the inspiration for 100% Pure?
My inspiration for 100% Pure came from when I was formulating skin care for three very large cosmetics brands. One day in the lab while I was formulating an eye cream, I accidentally knocked over a chemical and it began to ...

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