By Everything you need to know about our commitment to non-toxic ingredients and regulatory transparency.
Posted on January 30, 2026 Written by: 100% PURE®
At 100% PURE®, our mission has always been rooted in a simple but powerful idea: you shouldn’t have to choose between high-performance beauty and the peace of mind that comes from clean ingredients. From our very first formula, we’ve been dedicated to providing the cleanest, most effective products possible, focusing on how nature can enhance your natural radiance.
The landscape of “clean beauty” is constantly evolving, with new global safety standards and regulatory updates like MoCRA (Modernization of Cosmetics Regulation Act) helping to shape a safer industry for everyone. At 100% PURE®, we view these changes as an opportunity for even greater transparency. Our dedication to our community means being open about how we evolve, ensuring that every product we create remains safe, effective, and beautifully vibrant.
The Art of the Pigment: Where Nature Meets Performance
For years, our signature fruit pigments have defined what we stand for. By using the vibrant hues found in raspberries, pomegranates, and black tea, we’ve been able to create makeup that doesn’t just look beautiful on the surface, but also incorporates antioxidant-rich ingredients. These plant-based colorants are chosen specifically for their ability to provide a stunning appearance while supporting the look and feel of healthy skin.
We believe that makeup should be an extension of your skincare routine—designed to enhance your visual glow and provide a sensory experience that feels as good as it looks. As we continue to innovate, our heritage of using fruit-derived pigments remains the heartbeat of our brand, serving as the foundation for every beautiful shade we produce.
Navigating Global Standards: The Role of FDA-Approved Colorants (CI)
As 100% PURE® continues to grow, we are dedicated to navigating the complex landscape of global cosmetic regulations. To ensure our products remain accessible and compliant with evolving safety standards—such as the Modernization of Cosmetics Regulation Act (MoCRA)—we have begun incorporating certain FDA-approved synthetic dyes in specific formulas.
On our labels, you may see these listed as “CI” followed by a series of numbers (for example, CI 15850). These “Color Index” ingredients are held to rigorous safety specifications by the FDA. By carefully blending these approved colorants with our signature fruit pigments, we are able to achieve the vibrant, high-performance visual outcomes you expect, without compromising on our commitment to safety. This evolution allows us to offer a wider range of shades that maintain their stunning look throughout the day.
Defining “Non-Toxic” for the Modern World
We understand that the word “synthetic” can sometimes raise questions. At 100% PURE®, our definition of non-toxic beauty remains as strict as ever. Every ingredient we use, whether derived from a raspberry or a mineral, undergoes a thorough screening process to ensure it meets our high standards for safety and purity.
Our goal is to create formulas that are designed to be gentle on the skin while providing professional-grade aesthetic results. By using FDA-approved colorants alongside our plant-based ingredients, we are ensuring that our makeup remains a safe, effective choice for your beauty routine. We aren’t changing our values; we are simply using every safe tool available to provide you with the most radiant-looking results possible.
Transparency & Education: How to Shop with Confidence
We believe that an informed customer is an empowered one. You will always find a full list of ingredients on our packaging and website, allowing you to see exactly what goes into your favorite shades. We encourage you to look for the “CI” labels and know that they represent a commitment to both safety and performance.
Our community is the heart of 100% PURE®. If you ever have questions about a specific ingredient or how we formulate our products to enhance your natural-looking beauty, we are here to chat. We are proud to lead the way in a new era of transparency, where clean beauty is defined by safety, honesty, and incredible visual performance.
A Note on Our Commitment to You
As we move forward, we remain dedicated to the idea that transparency is the ultimate expression of care. By evolving our formulas to meet the highest global safety standards, we ensure that 100% PURE® continues to be a leader in the clean beauty movement—providing products that are as responsible as they are beautiful.
We believe that beauty should be a source of confidence, not confusion. Whether it’s the fruit pigments that started it all or the carefully selected, FDA-approved colorants that help us reach new heights of performance, every choice we make is with your well-being and your vibrant look in mind.
Join the Conversation
We are more than just a beauty brand; we are a community built on trust. We invite you to explore our ingredient lists and reach out to our team with any questions you may have. Your feedback helps us grow, and your trust is what keeps us 100% PURE®.
Thank you for being part of our journey toward a more transparent, visibly radiant future.
