Beauty Tips

100% PURE’s PhD-Led Journey from Clean to Cutting-Edge Beauty

Learn About the Science Behind 100% PURE’s Clean Beauty

Written by: 100% PURE®


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At the core of 100% PURE, it’s not solely about the ‘science of skincare’, or ‘science and care’ – it’s about the science of beauty. Of course, there are pivotal processes, from ingredient sourcing to product packaging, and while those are of utmost importance, it comes down to what’s inside the bottle.

We aren’t newcomers to this beauty standard – we are the standard.

As the first to bring clean beauty to the market in 1999, we’ve been on a transformative journey towards surpassing clean beauty standards through scientific innovation and revolution. With Dr. Cody Chalker, Ph.D., leading research and product development, you can expect a blend of the best of nature with groundbreaking technology.

From our meticulous ingredient testing process to our innovative lab, our ‘Beauty Bakery’, where we develop the most efficacious formulas – sit tight as we take you along our journey through clean and cutting-edge skincare!

The Science of Clean Beauty Elevated

There’s been a significant shift in the beauty industry, where many brands are following suit towards clean skincare products. However, 100% PURE has not been a follower, we’re a leader. As the pioneers of bringing clean beauty to the market over 25 years ago, we are elevating the standards to be better than clean. This not only means an unparalleled commitment to the finest natural ingredients, but also an unwavering dedication to scientifically backed skincare.

Where does science meet skin-ovation at 100% PURE? Although we are a beauty brand, we function as a technology-driven innovation lab.

That’s right! Lead Chemist, Dr. Cody Chalker, Ph.D, leads research and development (R&D), and nanotechnology and drug delivery methods at 100% PURE (more on those skin advancements below). We commit to the crème de la crème of natural ingredients and clean actives, and formulate cutting-edge, efficacious formulas through advanced scientific methods. And by ‘advanced’, we’re talking avant-garde!

At 100% PURE, we take a unique approach of using drug-delivery methods for deeper penetration of ‘actives’ in beauty formulations without harmful chemicals, Quick backstory: what are actives? A skin active is the purpose of the product. It’s the action in the product that addresses the concern that we’re looking to remedy.

For example, any actively moisturizing ingredients in a lotion or face moisturizer would be the ‘skin actives’. Our skin being dry would be the skin care concern. In this case, the active ingredient as a hydrating component might be or . By this description, skin actives sound great. So, what’s the catch?

Unfortunately, with many conventional skin actives, the active ingredient can be harmful and mimic important bodily functions or even disrupt the body. Instead, we incorporate a lot of drug-delivery methods for deeper penetration, and without using synthetic petroleum-based polymers that claim to be ‘hydrating’ or ‘moisturizing’.

We utilize naturally derived compounds, like hydrating and potent hydrator , and moisturizing Irish moss from seaweed to microencapsulate active ingredients, ensuring stability to ensure the shelf life of formulas and deep penetration (patents pending).

And, that’s not all from this beauty-beyond-benefits brand! Instead of current extraction methods via Co2, steam distillation, and other processes, 100% PURE has also been making its own extracts with better and innovative extraction methods that are capable of extracting even more of the lipids, antioxidants, vitamins, and other beneficial compounds without using chemical extractors, like acetone, hexene, and more.


Crafting Superior Formulas: The Beauty Bakery

Sugary sweets may not be good for the skin, but if it’s coming from our Beauty Bakery, eat your heart out! There are no ‘samples’ to determine whether anything is effective and enticing because of the intense scrutiny to sweeten the deal from the start.

We’re talking about the meticulous process behind creating our products, where traditional and innovative extraction methods are combined to preserve the integrity and potency of natural compounds.

As pioneers in the natural beauty industry, we want to be more transparent than glass and super-clear with our customers about how we test our ingredients. In the realm of natural beauty, even if they are natural ingredients, there’s a possibility they could still react to each other in irritating or harmful ways. But not on our watch!

Let’s sweeten the beauty pot with the brand’s 9-Step Testing Process that we use to make sure we are creating the safest, and most effective products for you, your health, and the environment.

Step #1: Purity

Each ingredient is individually tested ensuring nothing was used on the raw ingredient. That means NO synthetics, chemical pesticides, herbicides, and fertilizers.

Step #2: Ingredient Synergy

A cohesiveness test confirms the stability of combined ingredients. This avoids a negative chemical reaction.

Step #3. Potency

Tests the formula’s effectiveness.

Step #4. Sensitivity Part 1

Our Product Development team tests for irritability on the skin.

Step #5. Sensitivity Part 2

The formula is tested to see if it clogs pores.

Step #6. Synergy Part 1

The packaging is tested to ensure no toxins () are present.

Step #7. Synergy Part 2

Additional tests to confirm formula will not degrade the packaging.

Step #8. Stability Part 1

Formulas are tested from four weeks to one year to confirm stability.

Step #9. Stability Part 2

Active ingredients are tested from four weeks to one year to confirm stability.

To recap, we start by making sure that the ingredients we use are free of synthetics, chemical pesticides, herbicides, and fertilizers. After combining ingredients, we test for the ingredients’ stability to avoid negative chemical reactions. Once we’ve made sure the ingredients safely blend, we look at its efficacy to see whether its product accomplishes what it says it will do and whether the right percentage of active ingredients are performing as they’re supposed to. In addition to our ingredient testing, our packaging is also tested for contaminants such as phthalates, and BPA, which are two primary chemicals used in plastic packaging that can pose health risks, as well as flame retardants. We’ll soon start testing packaging for fluorinated compounds (PFA’s). Another component of our testing process includes ensuring that our formulas are stable and that the packaging does not corrode or leak into the formulas.

As you can probably tell, intense scrutiny goes into ingredient research, development, and testing for the most effective formulas. Expertise in natural ingredients aside, our dedication to safety and effectiveness through rigorous testing is of utmost importance to our ethos. And it’s not just about having expertise in natural ingredients and how we pair well with others. It’s about also understanding chemical structures.

Remember scientifically backed skincare? At 100% PURE, the significance of understanding chemical structures in formulating synergistic blends amplifies the benefits of a beauty formula and it avoids potential harm. This means formulating is not as simple as mixing a group of ingredients like you might get away with in chemistry class. Mastering chemical structures in formulas at 100% PURE is a skin-nessity for the most effective products!

Take natural ingredients: we have chemical structures that either are synergistic, neutral, or even harmful when combined. For example, there’s a common mistake in the skincare realm of mixing potassium sorbate (preservative) with vitamin C (an acid), and that causes benzene, which mutates skin cells and causes .

Another novice mistake is a newer brand marketing vitamin C as a daytime serum. That’s a skin-tastrophe. Topical application of when exposed to the sun and should not be a . These are just a couple of examples of why our 22 years of expertise make a difference, and why the brand’s rigorous testing practices are a dedication to effectiveness and our customers’ safety and satisfaction.

Featured Innovations from Our Lab

A technology-driven innovation lab, the best-sourced natural ingredients, intense product testing protocols, efficacious formulas through advanced scientific methods, sustainable and environmentally sound packaging and ethics, balancing chemical structures, and an ethos of surpassing clean beauty standards… oh, my!

It should make sense that we have a selection of five standout products that embody the technological advancements and clean formulations that we’ve championed.


Key Ingredients: 11 Medicinal Mushrooms including Lion’s Mane, Meshima, Chaga, and Shiitake & Quinoa peptides

Unique Benefits: Mushrooms benefit the skin in a myriad of ways; for starters, they’ve proven to work as gentle, yet effective ingredients in skincare. Mushrooms are also a perfect ingredient for those with dehydrated skin, thanks to their water-retaining properties.

What’s more: mushrooms are rich in omega-3 fatty acids, which can improve the skin barrier by sealing in water and keeping pathogens out. Omega-3 fatty acids can also help soothe and moisturize the skin, which could be especially helpful to those with eczema and psoriasis.

Mushrooms can also help support the production of collagen. Collagen is a protein in the skin, and it plays a key role in keeping it elastic and firm. Because of the antioxidant properties mushrooms in skincare possess, we can neutralize free radicals and protect against oxidative stress.

What makes special? The brand’s medicinal mushrooms formula delivers multiple skin benefits, including unlocking firmer-looking skin with eleven different skin-beneficial medicinal mushrooms plus quinoa peptides that make skin more resilient, and vibrant and increase firmness and elasticity.

Q+A with Dr. Cody Chalker about Mushroom Peptide Serum:

What are the benefits of using mushrooms on the skin?

Dr. Cody:

  1. Skin Plumping:
    Mushrooms are rich in polysaccharides such as chitin, mannans, xylans, beta-glucans, and trehalose which are hydrating, skin-plumping molecules that re-hydrates to increase plumpness.
  2. Antioxidants
    Mushrooms contain various antioxidants, including ergothioneine, Vitamin C, Selenium, and Polyphenols to protect skin cells from damage.
  3. Prevents Dark Spots
    Mushrooms contain Kojic Acid which suppresses melanin to prevent dark sun and age spots.

What are the benefits of using peptides on the skin?

Dr. Cody: We use plant peptides from Quinoa for 2 main functions. Peptides are short chains of amino acids that stimulate our skin to react to:

  1. Produce collagen and elastin to increase elasticity and reduce the appearance of fine lines and wrinkles.
  2. Improve skin texture by promoting cell turnover.


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 to keep that perks up tired eyes in no time!

Unique Benefits:

  • Reduces Puffiness & Under-eye 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

Q+A with Dr. Cody Chalker about Coffee Bean Caffeine Eye Cream:

How is Coffee beneficial to the eye area?

Dr. Cody: There are many skin-beneficial nutrients of Coffee but the two main chemical constituents that help the eye area are 1) caffeine and 2) chlorogenic acid. Caffeine is a stimulant that increases blood circulation which brightens dark circles since dark circles are often from sluggish blood flow. Caffeine is also a diuretic which reduces puffiness. Chlorogenic acid is a powerful antioxidant and anti-inflammatory that protects from free radical damage and further helps with de-puffing.


Key Ingredients: Vitamins C, D3 & E, Coenzyme Q10, and Retinol

Unique Benefits:

This is not like your average eye cream: this gem is formulated with skin-beneficial oils and the best vitamins for the skin. This revolutionary oil-based formula is packed with the best vitamins for the skin and draws upon nutrient-dense oils from jojoba, avocado, rosehip, and green tea to enhance plump suppleness in the skin.

Ultra-concentrated with multiple vitamins and antioxidants, this highly moisturizing eye treatment is designed to drastically lessen the appearance of fine lines and wrinkles. The oil-rich, high-potency formula has all the best vitamins for the skin rolled into one little package: vitamins A, C, D3, and E.

Vitamin A (Retinol) is beneficial for lessening the appearance of sun damage and fine lines while promoting youthful firmness in the skin. Vitamin C promotes both collagen and elastin synthesis for more plump, elastic skin around the eye area. Vitamin D3 helps to stimulate cellular repair and regeneration, while vitamin E works to fade scarring and signs of environmental damage.

Q+A with Dr. Cody Chalker about Multi-Vitamin + Antioxidant PM Eye Treatment:

Can you explain the scientific process behind how the specific vitamins and other ingredients in the Multi-Vitamin PM Eye Treatment work together to address common skincare concerns around the eyes, such as dark circles and fine lines?

Dr. Cody: Regarding the ingredients, Tetrahexyldecyl Ascorbate is a stable, oil-soluble form of Vitamin C. It is meant to be an antioxidant as well as provides a skin-brightening effect and also helps to boost collagen. Vitamin E, also called Tocopherol and Ubiquinone- Coenzyme Q10 both act as antioxidants that help to protect the formula. Tocopherol has also been shown to be capable of having photoprotective properties. Retinol is the workhorse and helps reduce the fine lines and wrinkles around the eye. It has been formulated so as not to affect people who are more sensitive to retinol, but still be efficacious.


Key Ingredients: Rose water, Aloe leaf juice, and Rooibos Extract

The trifecta of purifying, anti-aging, and anti-inflammatory properties in this cleanser will have you saying hello to a softer, more hydrated complexion with every wash.

High levels of vitamins E, C, and B plus essential fatty acids don’t just keep cacti hydrated – they have the same effect on your skin. As with any plant that grows in extreme conditions, cacti are packed with antioxidants; which means they’re beneficial for canceling free radicals and skin inflammation.

The addition of aloe soothes dry skin and restores a splash of much-needed hydration. Bergapten-free bergamot oil fights acne-causing bacteria to reduce your risk of new blemishes, while brightening old acne scars and your overall complexion.

Q+A with Dr. Cody Chalker about Nopal Cactus Cleanser:

What are these skin-beneficial nutrients in Nopal Cactus?

Dr. Cody:

Minerals: Nopal cactus contains minerals such as calcium, magnesium, and potassium, which are essential for maintaining skin health. These minerals help regulate hydration, support skin barrier function, and contribute to overall skin vitality.

Amino Acids: Amino acids play a crucial role in maintaining skin structure and elasticity. Nopal cactus provides various amino acids that support skin health and repair.

Betalains: Potent anti-inflammatory properties. Betalains reduce skin inflammation and redness, making them beneficial for individuals with sensitive or irritated skin.

Flavonoids: Flavonoids are plant compounds that have antioxidant and anti-inflammatory properties. we protect the skin from environmental damage and soothe inflammatory skin conditions.

Polyphenols: Polyphenols are antioxidants that help combat oxidative stress, which is a major contributor to skin aging. Load up on polyphenols for a more youthful and radiant complexion.

Fatty Acids: Nopal cactus contains fatty acids, such as linoleic acid, which nourish and moisturize the skin. Linoleic acid is an omega-6 fatty acid that supports skin barrier function and helps prevent moisture loss.


Key Ingredients: Vitamins E & C, Rosehip Seed & Sunflower Seed oils

This is a more potent, concentrated vitamin C treatment that aims to bring drastic improvements from the first application. It targets multiple areas: brightness, collagen production, elasticity, and even moisturization. The mask includes a variety of powerful ingredients like age-correcting Bakuchiol, CoQ10, and Vitamin E.

Q+A with Dr. Cody Chalker about 18% Active Ingredients Vitamin C Glow Max Bright Mask:

How does the 18.3% Active Ingredients Vitamin C Glow Max Bright Mask work?

Dr. Cody: The key ingredient is Vitamin C. Vitamin C is a powerful antioxidant that helps to protect the skin from environmental stressors such as UV rays and pollution. It also plays a key role in collagen synthesis, which is essential for maintaining skin elasticity and firmness. Additionally, Vitamin C brightens the skin, reduces the appearance of dark spots and hyperpigmentation, and improves overall skin texture and tone.

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. 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 naturally to us. 100% PURE has always been and will always be 100% cruelty-free.

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