While she was still an undergraduate at Berkeley, Susie Wang invented a technique to stabilize natural ingredients and patented the process. She was immediately courted by cosmetic companies and quickly began developing new formulas for the industry powerhouses. One fateful evening, while formulating an eye cream, Wang accidently spilled a key ingredient and the potent chemical completely eroded her lab table. Shocked by the ingredient’s toxicity, Wang became passionate about creating a line that was free of harsh detergents, artificial fragrances, chemical preservatives or any other toxins. In 2005, she launched 100% Pure, a brand dedicated to vegan formulas made with organic ingredients. Today her line includes over 500 beauty products, from skincare to haircare.
Natural is best. 100% Pure’s organic products are based on the idea that ingredients derived from nature are better and more effective than artificial fillers, synthetic chemicals, and other harmful ingredients. Natural vitamins, minerals, and healthy fruit oils are all we need to get glowing results.
While picking blackberries in her organic garden, Wang noticed that the berries beautifully stained her skin. She realized that these healthy pigments could mimic the same results as artificial dyes and began incorporating them into 100% Pure cosmetics.