Brand Rating:

100 Percent Pure

Poor

4/10

Score 4/10

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Rated: October 15, 2025
Category: Beauty care
Subcategory: Skincare

Overview:

Sustainability 4.0/10

Non-toxicity 7.0/10

100% Pure is a personal care beauty brand offering formulations with a focus on natural, plant based ingredients.

Highlights

• non toxic formulations

Sustainability

score : 4.0/10

Packaging

100% Pure claims to have been working towards reducing virgin packaging by 75% and replacing it with PCR and recyclable materials by 2024. It's totally unclear to what extent this was implemented. The brand relies heavily on single plastic packaging. They ship in cardboard boxes and use biodegradable packaging peanuts for orders.

Material Sustainability

100% Pure uses mostly plant-based ingredients for their formulations. They use a number of concerning ingredients, including Cetyl Palmitate (a palm oil derivative) with no indication that they source responsibly through systems like agro-forestry to avoid extreme deforestation.

Energy Use and Footprint

There is little to no information available about 100% Pure's emissions or efforts to reduce them.

Waste Management

There is little to no information available regarding waste management strategies.

Business Model

The brand's business model offers a wide array of products, many of which are single-use like sheet masks, and lacks a minimal, evergreen selection.