100% Pure Review



100% Pure is a clean beauty brand that is on a mission to produce the purest, healthiest products while also educating consumers on why using products with natural, non-toxic ingredients is so important. The brand defines “natural” as an ingredient or formula composed of plant, mineral, and/or marine vegetation that undergoes chemical changes due to biological processes such as fermentation, distillation, and cold processing.

In this review, we’ll discuss some of the brand’s best selling products, key ingredients, 100% Pure reviews from real customers, and more


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100% Pure Review

The Top 5 100% Pure Skincare Products

Coffee Bean Caffeine Eye Cream
The 100% Pure eye cream is one of the brand’s most popular products. It is said to reduce puffiness, boost circulation, and brighten dark circles in order to promote a youthful eye area. This eye cream can be used by all skin types both morning and night. 

Vitamin C Serum
The 100% Pure Vitamin C Serum is a lightweight serum that is said to help firm and brighten skin tone while promoting collagen production. This serum can be used by all skin types and is said to be most effective when used in the evening. 

Multi-Vitamin PM Serum
The multi-vitamin PM serum contains potent, stabilized vitamins that work together to reduce the appearance of fine lines and wrinkles, increase firmness and elasticity, and brighten and even skin tone. This serum is recommended for those with normal, dry, oily, and combination skin. 

Retinol Restorative Overnight Balm
The 100% Pure Retinol Restorative Overnight Balm is said to enhance firmness, tone, and elasticity due to “vegan retinol” derived from carrots. We’d like to point out that this is a little misleading. Retinol is vitamin A, and it can only be found in animal foods. Carrots do not contain retinol, they contain beta carotene, which is a precursor to vitamin A.

Interestingly, the ingredient list for this balm still says retinol, not carrot extract or beta carotene. So it appears as though the brand is using synthetic retinol in this balm, even though they claim to be using a natural ingredient from carrots. 

Luminous Primer
The final 100% Pure skincare product we’d like to discuss is the Luminous Primer, a silicone-free, antioxidant infused primer. This primer is said to help diffuse pores and illuminate the skin with light reflective pigment. 

What Are The Key 100% Pure Skincare Ingredients?

Instead of just focusing on one key ingredient, 100% Pure uses a variety of ingredients to formulate their skincare products. But like we said in the introduction, the brand adheres to strict purity standards and doesn’t use harsh or toxic ingredients.

With that being said, let’s take a closer look at the key ingredients that you’ll find in the best selling products we introduced above. 

The 100% Pure Coffee Bean Caffeine Eye Cream contains three sources of caffeine: green coffee, green tea, and coffee cherry extract. As a natural stimulant, caffeine causes vasoconstriction (constriction of the blood vessels) when applied to the skin.

This function aids in reducing the amount of blood that accumulates under the eyes (a major factor that contributes to dark circles). Additionally, vasoconstriction can firm the skin due to the removal of excess fluids and possible stimulation of the lymphatic drainage system. Therefore, the 100% Pure eye cream should be able to help with eye puffiness and dark circles. 

The 100% Pure Vitamin C Serum contains a stable vitamin C derivative called magnesium ascorbyl phosphate (MAP). After being absorbed into the skin, MAP is converted to ascorbic acid, the active form that can provide numerous benefits to the skin. First, it’s a potent antioxidant that helps the skin to combat the damaging effects of free radicals, the unstable molecules that contribute to the formation of premature wrinkles and fine lines on the skin. Ascorbic acid also has the ability to stimulate collagen production, fade dark spots, and improve uneven skin tone. 

The 100% Pure Multi-Vitamin PM Serum features two of the best vitamins for skin health: niacinamide (vitamin B3) and vitamin C. These two vitamins are not usually formulated together because of their different pH levels.

However, 100% Pure discovered that the vitamin C derivative magnesium ascorbyl phosphate (which has a pH of 6) can be formulated with niacinamide (also has a pH of 6). In addition to the benefits of vitamin C that we mentioned above, the niacinamide in this serum can help repair the skin barrier and improve skin moisture, as well as reduce inflammation, blotchiness, hyperpigmentation, acne, and wrinkling.

Like we mentioned above, the brand’s description of the Retinol Restorative Overnight Balm is pretty confusing. We aren’t sure if they are using synthetic retinol or beta carotene from carrots, but it seems as though they are using retinol since this is what is listed on the ingredient list. There’s nothing wrong with using synthetic retinol; in fact, it’s quite beneficial to the skin. For example, retinol is clinically proven to minimize the appearance of fine lines and wrinkles, improve uneven skin tone, restore skin firmness, and shrink the appearance of enlarged pores. 

The final key ingredient we’d like to highlight is aloe vera extract, which makes up the base of the 100% Pure Luminous Primer. Aloe is rich in vitamins and enzymes that help to brighten the skin tone. It also contains a rich supply of glycosaminoglycans (GAGs), a class of sugar molecules that help bind moisture to the skin.

GAGs are naturally found in human skin with a primary role of supporting the proteins collagen and elastin in the dermis. Collagen, elastin, and GAGs form the majority of an important support system called the extracellular matrix (ECM). GAGs readily absorb water, which creates the fluid that fills the space between collagen and elastin fibers in the dermis, giving it turgidity. 

Where is 100% Pure Skincare Sold?

100% Pure skincare is sold on the brand’s website, as well as several third party online retailers such as Dermstore, Amazon, and more. 

What is The 100% Pure Return Policy?

100% Pure offers refunds for items purchased in the last 45 days for their US customers only.

Is 100% Pure Cruelty Free?

100% Pure is certified cruelty free. 

Our Verdict

Overall, 100% Pure products are an excellent joint for consumers looking for natural alternatives


  • Clean, mostly natural products
  • Many positive reviews 
  • Transparent practices
  • Good value for money
  • Cruelty free


  • Not the most innovative skincare formulas
  • Large range, making it difficult to select products


What Are Some Alternatives to 100% Pure?

If you’re looking for skincare products to address the signs of aging, we recommend Carrot & Stick. Carrot & Stick maximizes the use of powerful ingredients and minimizes the use of superficial ones, resulting in advanced skincare, 



Carrot & Stick

Carrot & Stick takes a tough love approach to skincare. What does this mean? It perfectly balances the power of plants with innovative science, offering the best of both worlds. Read More


The philosophy of Formulyst is long-term and effective skincare, rather than covering up any imperfections. The comprehensive line of products tackles everything from wrinkles to dark spots and dry skin. While some brands rely on unnecessary fillers and scents, Formulyst focuses on ingredients that help create results, such as vitamins, minerals and antioxidants. Read More

100% Pure Brightening Serum Review

100% Pure Brightening Serum is said to enliven dull-looking skin for a luminous complexion. This serum contains a high concentration of lemon juice, which is claimed to be a natural option for brightening skin. However, there is no research demonstrating that lemon juice has a positive effect on brightening an uneven skin tone. Plus, lemon juice is highly acidic, with a very low pH that’s quite sensitizing to skin. Lemon juice is also known to cause photosensitivity due to the volatile fragrance chemical limonene, which is abundant in lemon juice.

Even though lemon juice will not provide a brightening effect, 100% Pure Brightening Serum does contain several ingredients that are known to brighten and improve skin tone. One example is rice ferment filtrate, also known as sake. Sake is a fermented product made from rice, water, koji, and yeast. Rice is full of vitamins, amino acids, and minerals that can brighten, tighten, and soften your skin. The rice is fermented using koji mold, which is a source of kojic acid. Kojic acid helps improve skin brightness and reduce discoloration by inhibiting the effects of tyrosinase, a key enzyme involved in the synthesis of melanin. By inhibiting tyrosinase, kojic acid may be able to reduce abnormal pigmentation associated with aging and exposure to UV light. Another ingredient in this serum that inhibits tyrosinase is arctostaphylos uva-ursi leaf extract, which is derived from the common bearberry plant. Two final ingredients in the 100% Pure Brightening Serum that can help to fade discoloration and brighten skin tone include licorice root extract and ascorbyl palmitate (vitamin C). All of these ingredients are in a soothing base of 100% organic Aloe vera leaf juice.


100% Pure Coffee Bean Caffeine Eye Cream Review

100% Pure Coffee Bean Caffeine Eye Cream is said to de-puff, boost circulation, and brighten dark circles to promote a more youthful eye area. The caffeine in this eye cream comes from green coffee seed, coffee cherry seed, and green tea leaf extract. Caffeine is a natural stimulant and antioxidant. Applying caffeine to the skin causes vasoconstriction (constriction of the blood vessels), which helps to reduce the amount of blood that accumulates under the eyes (a major factor that contributes to dark circles). Additionally, vasoconstriction can firm the skin due to the removal of excess fluids and possible stimulation of the lymphatic drainage system.

Another key ingredient in the 100% Pure Coffee Bean Caffeine Eye Cream is Rosa canina seed extract, also known as rosehip oil. Rosehip oil is a rich source of beta carotene and all-trans retinoic acid, which both promote regeneration in the outer layers of the skin. This improves skin texture and reduces the appearance of lines and wrinkles. In addition, rosehip seed oil has a high content of gamma-linolenic acid (GLA), which is known to improve the skin’s barrier function and calm inflammation. One ingredient in the 100% Pure Coffee Bean Caffeine Eye Cream that will help brighten the skin around the eyes in sodium ascorbate, the salt form of ascorbic acid (vitamin C). Vitamin C is also a potent antioxidant that protects against free radicals, stimulates collagen production, and helps to fade discoloration. There are many more botanical extracts and antioxidants in the 100% Pure Coffee Bean Caffeine Eye Cream, including rose hydrosol, vitamin E, rosemary leaf, oregano leaf, thyme leaf, and vanilla absolute. All of these ingredients are in a soothing base of 100% organic Aloe vera leaf juice.


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