Guaranteed PURE
All 100% PURE™ formulations adhere to strict purity standards and will never contain harsh or toxic ingredients
Naturally Pigmented
We source pigments from fruit, vegetables, tea, cocoa, and minerals to avoid commonly used heavy metal dyes and lakes
Completely Cruelty-Free
Our commitment to animal welfare means that we will never, EVER test on animals – and that our products will always be certified cruelty-free
Ingredient Sourcing
We go through a painstaking process to avoid animal-sourced ingredients and opt for vegan, cruelty-free alternatives
How We Define Natural:
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
Ingredient A to Z