How 100% Pure Is Changing the Beauty Industry for the Better

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"100% Pure is one of the few makeup brands that was found to be free of PFAS, aka forever chemicals, in a recent study. Here's how the brand is changing the beauty industry for the better."

This year, a new buzzword made headlines in the beauty industry: PFAS, or forever chemicals. PFAS—short for per- and polyfluoroalkyl substances—are called “forever” chemicals because they don’t break down. That means they accumulate in both the environment and your body over time.

The build-up of these forever chemicals isn’t good: They’ve also been linked to cancer, hormone disruptions, weakened immune systems, and more. Aside from them being found in everyday products like non-stick cookware and stain repellents, a 2021 study published in the journal Environmental Science and Technology Letters found they’re also in many popular makeup products.

When researchers tested 231 cosmetic products from big-name brands, they found high levels of PFAS in more than 100 popular makeup products. U.S. lawmakers are working on banning the use of PFAS in makeup products, but there’s one brand that’s taken a no-PFAS stance from the start: 100% Pure.

Why We Love 100% Pure

100% pure brand review
Photo: 100% Pure

100% Pure‘s name doesn’t lie: The beauty brand holds its ingredient standard far beyond U.S. standards. In the study, it was one of the few makeup brands that contained no detectable levels of PFAS.

All of 100% Pure’s formulations adhere to strict purity standards and will never contain harsh or toxic ingredients. That means the products are truly pure: You won’t find synthetic chemicals, chemical preservatives, artificial fragrances, artificial colors, harsh detergents, or any other unhealthy toxins.

Want to give 100% Pure a try? You can get a discount by using the code BRIGHTLY30!

In addition to its clean ingredients, 100% Pure is unique in that it’s also naturally pigmented. It sources pigments from fruit, vegetables, tea, cocoa, and minerals—that way, no commonly-used heavy metal dyes are needed.

The brand also has a strong commitment to animal welfare: It’s 100% cruelty-free and promises to never test on animals. In fact, it goes through a rigorous ingredient sourcing process to avoid animal-sourced ingredients.

100% Pure has been re-testing its makeup formulas to ensure it’s bringing the highest quality products to its customers. In addition, its CEO has recently supported the Safer Beauty Bill Package together with the Breast Cancer Prevention Partners.

Want to give 100% Pure a try? Check out some of our favorite products below.

3 Products to Try from 100% Pure

1. Fruit Pigmented Ultra Lengthening Mascara, $26

This mascara lengthens and separates lashes without clumping, smudging, or flaking. It comes in four colors (blueberry, black tea, blackberry, and dark chocolate) and gets its pretty pigments from natural ingredients, including black tea, berries, and cocoa.

2. Fruit Pigmented Cocoa Butter Matte Lipstick, $28

This matte lipstick is formulated with beautiful, long-lasting color that’s pigmented with real fruit. It also contains a blend of cocoa butter and shea butter to hydrate and soften your lips. Plus, there are 24 vibrant shades to choose from.

3. Fruit Pigmented Eye Shadow, $20

This pressed eye shadow gets its color from vitamin-rich fruit pigments. Depending on which of the 20 shades you choose, that could be carrot, squash, apricot peach, blueberry, raspberry, and more. It also contains nourishing avocado butter to keep your eyelids soft and hydrated.

If you’re interested in trying 100% Pure for yourself, you can get a discount by using the code BRIGHTLY30. You’re just a few clicks away from makeup that’s great for you and the planet!


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100% Pure is one of the few makeup brands that was found to be free of PFAS, aka forever chemicals, in a recent study. Here's how the brand is changing the beauty industry for the better.

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