There’s a approach to redefine 100% as greater than a measurable amount of “authenticity” should you’re Susie Wang, founder and chief inventive of 100% PURE. It’s past a ratio of excellence or an emblem of perfection – it stands for an excellent. Between a normal of pores and skin pureness and an formidable magnificence innovator, one of many unique clear magnificence manufacturers was born.

20 years later, 100% PURE continues to be forward of the pure magnificence motion. And, to suppose, it began with some saved-up lunch cash, an overpriced and overhyped skincare product, and just a little accident. Whereas some improvements are deliberate, others are from pure accident and necessity.

Let’s rejoice Susie – birthday fashion – and the genuine magnificence on the core of 100% PURE!

Patents and A Star Had been Born

When Susie Wang was a freshman on the College of California, Berkeley, she saved up every week’s price of lunch cash to buy a brand new magnificence innovation referred to as Vitamin C Serum. Quickly after opening the bottle, she sadly found that the as soon as white serum had turned a tarnished brown. This meant the vitamin C had oxidized or diminished, unleashing harmful free radical exercise onto the pores and skin.

Susie then began buying different vitamin C serums and located that every one of them had the identical difficulty. This impressed her to discover a answer. Susie had all the time had a knack for science and sometimes conceptualized methods to enhance upon what already existed. Together with her naturally inquisitive thoughts and unsinkable work ethic—one thing she attributes to her Korean roots (she moved to Northern California along with her mother and father when she was a toddler)—Susie did just a little at-home experimenting and finally developed a approach to stabilize nutritional vitamins utilizing oil as a protecting barrier to stop oxidation.

In between her courses, she filed patents for this invention, whereas receiving an inflow of job affords from among the largest beauty corporations on the planet. After placing faculty on hiatus, Susie started engaged on product improvement, formulations, innovation, and know-how for 3 prestigious beauty corporations. It was all a dream job – till….

The Little Accident Turned BIG And the little Skincare Lies

In the future, Susie was within the lab formulating the subsequent huge eye cream. She by chance knocked over one of many chemical compounds, spilling the formulation onto the lab desk. Inside minutes, the chemical spill had begun to warp the economic lab desk. Susie requested herself: what sort of results might this chemical have on delicate human pores and skin if it might injury such a tough, plastic desk? That is when she started her investigation.

Susie quickly found that there have been a whole lot of unsafe chemical compounds getting used to formulate many typical cosmetics. Not solely did she uncover that there have been toxins in cosmetics being marketed to be used on delicate pores and skin, however she was dismayed to seek out that loads of corporations claimed, “no animal testing”, which was largely unfaithful.

The cruelty-free declare typically signifies that the ultimate method wasn’t examined on animals, however the person components have been.

Every chemical despatched to her firm’s lab can be accompanied by an in depth report of animal testing, usually outlining horrifying outcomes: for instance, tumor cells creating when the components have been examined on rat pores and skin. Susie was deeply disturbed by these findings, and, additionally by the truth that these corporations have been nonetheless brazenly claiming “no animal testing.” Whereas it could have been true that the ultimate method was by no means examined instantly on animals, the person components have been.

After these upsetting experiences, Susie was impressed to create a skincare and cosmetics model that was 100% pure, true to its phrase, clear, and 100% PURE.

100% PURE Is Born and Clear Magnificence Takes Off

In 2005, Susie Wang and her two enterprise companions, Richard Kostick (her then-boyfriend) and James Wang (her brother) started 100% PURE in hopes that they might help and nurture this genuine pores and skin pureness perfect by way of a line of pure magnificence merchandise: one that might develop, evolve, stand up to the check of time – and be wholesome for the sake of pores and skin and total well being.

The thought behind 100% PURE is that by way of aware chemistry and accountable formulations, magnificence aficionados might be empowered to make knowledgeable selections about what they placed on – and in – their our bodies since typical formulations comprise poisonous components that may infiltrate your bloodstream and have an effect on your well being, too. Nevertheless, founding the clear magnificence model got here with some challenges.

Some 20 years in the past, most shoppers didn’t actually know what pure magnificence was, and it had a sure stigma connected to it. “There was nothing in the marketplace in clear magnificence,” recalled Susie. “In 2004, we began the corporate – and clear magnificence was solely present in well being meals shops.” Susie added. “However there was nothing on the mainstream market that was wholesome for you – it didn’t exist.”

Regardless of any challenges, the model pushed ahead to changing into one of many unique clear magnificence manufacturers.

As a substitute of selecting artificial components that may be cheaper or extra available, all of the 100% PURE formulation stay pure by simplifying the method. The model’s ethos: Begin in nature, uncover what grows, and create the healthiest formulations with the purest components with naturally occurring advantages. So, what requires the least quantity of alteration? The model finds that the components that match these requirements are the purest components for skincare and cosmetics.

Because of her background of in depth analysis and formulating with vegetation, Susie distinctly understands and makes use of every plant or ingredient’s distinctive biology, and formulates based mostly on that data. “It isn’t about including a bunch of components collectively and saying they work,” remarked Susie. “It’s about deeply understanding every ingredient – what it really works nicely with, what it doesn’t – and learn how to finest ship that focused vitamin into the pores and skin.”

And, that was simply the tip of the plant leaf for 100% PURE! Susie’s applied sciences and cutting-edge improvements that might come subsequent had others ‘resentful’ within the skincare and sweetness realms.

Susie’s Pores and skin and Magnificence Accomplishments at 100% PURE From Fruit Pigments to Palettes

With a model like 100% PURE, it might make good sense that Susie would give 100% to no matter she does, to the max. And that’s no exception to the stellar accomplishments and progressive advances within the model’s skincare and beauty formulation. It goes again to the standard beginnings with vitamin C serums holding extra thriller than glory.

Susie invented and patented a approach to stabilize vitamin C in skincare formulations so we might all get pleasure from our favourite facial serums with out worrying about dangerous oxidation. That was the start of 100% PURE’s crowning glories.

One in all Susie’s proudest accomplishments is the invention and use of fruit pigments® in cosmetics. She found fruit pigments® in the future whereas selecting berries from her backyard. Susie noticed how fantastically the colourful colours stained her fingertips, and she or he knew she’d found one thing particular. Since then, 100% PURE has used solely fruit and different wholesome plant pigments to paint their lipsticks, foundations, blushes, mascaras, eye shadows, and all different shade cosmetics.

Not solely are fruit pigments® pure however they’re additionally packed filled with nutritional vitamins and antioxidants to supply naturally occurring, dietary advantages for the pores and skin. That is an innovation that has revolutionized the pure make-up trade and challenged the traditional technique of utilizing poisonous dyes and artificial chemical compounds.

However don’t’ get 100% PURE mistaken; they’re all for daring and fairly hues! Nevertheless, it’s a BIG no-no to chemically laden typical cosmetics that may be absorbed into our pores and may have an effect on something from our pores and skin moisture ranges to our hormone stability – it’s simply not price it!

By cultivating ingredient lists that just about mirror your farmer’s market purchasing lists, 100% PURE can create its personal fruit pigmented® shade wheel. The vary of hues – illustrated in nude make-up palettes to excessive drama matte lips – are all created from fruit dyes and plant pigments. And we’re not simply speaking about berries. The colours are formulated with cherries, tomatoes, beets, peaches, papayas, tea, espresso, cocoa, edible flowers, and pomegranates… simply to call a couple of!

Susie recalled, “One thing that I’m happy with is the exhausting work, time, and dedication that went into crafting our pigmented make-up.” She continued, “Our fruit-pigmented make-up works in addition to any conventional make-up. It took practically a decade to get to the purpose the place you wouldn’t have the ability to inform the distinction.”

And, talking of palettes, Susie invented the bare palette in 2006, bringing it to the market 4 years earlier than anybody else entered the bare palette recreation. These unique palettes create gorgeous make-up appears to be like that you simply received’t consider are coloured by fruit. The 100% PURE vegan make-up palettes embody eyeshadows, blush, and highlighter coloured from vitamin-rich fruit and vegetable pigments.

So, we’re the sort to kiss and inform, however that’s solely about 100% PURE’s lipstick! Do you know you can get that good pink pout from pure assets like fruits? Susie found probably the most lovely shades of lipstick that may be extracted effectively from fruits. The 100% PURE staff did intensive analysis and unveiled the proper lipstick line.

Susie even invented a nano supply technique with hyaluronic acid as a substitute of polymers (plastic, petrochemicals), so energetic components can deeply and safely penetrate your pores and skin. These are just some of the applied sciences and accomplishments that she’s developed to enhance beauty and skincare formulations.

How 100% PURE Offers Again

Not stopping with enhancing human lives, Susie is an advocate for saving animals. 100% PURE as an organization and herself personally have been beneficiant benefactors to charities that work on serving to animals. Since its inception, 100% PURE has been cruelty-free, by no means examined on animals and most formulation are vegan (there are a couple of merchandise with honey components however all formulation transferring ahead can be vegan).

Truth: 100% PURE loves to supply hearty, nutritious vegan meals to shelter canines in China — these animals usually face abandonment, cruelty, and even demise within the canine meat commerce. One bowl of vegan pet food can save 60 sq. toes of rainforest, 90lb of grain, 2,000 gallons of water, the lives of at the very least 2 livestock animals, and 1 hungry canine every day.

100% PURE’s core mission can also be rooted in enhancing the lives of people throughout the globe. Most of our charities are targeted on serving to kids in want, too. “We wish to thanks for supporting 100% PURE,” mentioned Susie, “which supplies us the assets to donate, volunteer, and sponsor many charities that do good deeds for each kids and needy animals all over the world.”

The Way forward for 100% PURE

At this time, Susie continues to develop merchandise which can be progressive, efficacious, and sort. And thru 100% PURE, the model is on a mission to supply the inclusion and illustration that every of us deserves, as a result of magnificence is about a lot greater than what you place in your face.

100% PURE is a dedication to producing the purest, healthiest merchandise and educating everybody on why being 100% PURE is so essential. The model strives to stay with compassion, kindness, and empathy; to be environmentally sustainable, and to enhance the lives of 6 billion-plus folks and animals, whereas additionally being charitable and giving again to our world group.

“As an organization, your belief is essential to us,” mentioned Susie. “It’s essential that we don’t allow you to down. And that’s what the longer term goes to be!” Susie went on, “You’re not going to know what’s clear or what’s not clear, so it’s important for us that we do our analysis, and that we don’t allow you to down – and that the whole lot we make is wholesome and clear.”