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Is 100% Pure Cruelty-Free and Vegan? - The Vegan Abroad Skip to Content

Is 100% Pure Cruelty-Free and Vegan?

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Is 100% Pure Cruelty-Free?

100% Pure has confirmed that they are 100% cruelty-free. They don’t test their ingredients or final products on animals, and they don’t sell their products where animal testing is required by law. 100% Pure is certified cruelty-free by PETA and Leaping Bunny.

Is 100% Pure Vegan?

Not all of 100% Pure’s products are currently vegan, but they told me that they are in process of changing all of their products to vegan formulas. You can easily see which products are vegan and which aren’t on each product page of their website.

If you only want to shop at 100% cruelty-free and vegan brands click here.


About 100% Pure

100% Pure uses only all-natural ingredients that originate from nature in their cosmetics and skincare products. They create a variety of makeups, shampoos, and eye creams, using innovative methods that are also sustainable.

Email to the Company

Before classifying any brand as cruelty-free and vegan, I send them an email with the following questions: 

  1. Are your products vegan? If only some are vegan, which ones?
  2. Are any of your products or ingredients tested on animals?
  3. Do you have a Leaping Bunny or PETA certification?
  4. Do your suppliers or any third parties test animals on your behalf?
  5. Does your company sell products in mainland China (except Hong Kong)?
  6. Are you owned by a parent company that tests on animals?

This is how 100% Pure responded to my email:

I’m happy to share that we never test on animals and are Leaping Bunny certified and PETA approved. None of our products are tested further on animals.

Right now we’re in a transitional phase, but we’re working on becoming a fully vegan brand. All products that contain an animal product (like milk enzymes for example) are being discontinued once we run out of stock. All new product launches will be fully vegan!

In the meantime, just make sure to look at the product page of any item you’re interested in purchasing. Under the “Details” section, you’ll see each product is either listed as vegan or vegetarian.

Our goal is to share the 100% PURE mission and provide clean, healthy, and cruelty-free options for beauty and skin care worldwide. All cosmetics that are sold off shelves in retail stores in China are required to be tested on animals. In addition, all retail products are subject to random “post-market inspections” with animal testing, with or without the consent of the company. We are not opening a physical store in China and will only be selling through our third-party global distribution website:

We’re able to bypass mandatory animal testing and post-market inspections by strategic partnerships. Rather than basing our shipping facilities in China (like other cosmetic brands), we ship direct-to-consumer from our Hong Kong warehouse. This workaround allows customers in China to purchase 100% PURE products without forcing us to compromise our standards and ethos.

We always want to be open and transparent with our community, so you can rest assured that we have not compromised any of our values, and are excited to grow the #nodirtybeauty movement, worldwide.

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