100 Percent Pure
100 Percent Pure
brand rating & evaluation
overall rating:
Average
Our ratings are based on a scale from 1 (Avoid) to 5 (Top Choice). See How We Rate
The Shifting Gaia rating evaluates brands based on sustainable practices, ingredients and materials, and social responsibility, among others. Below are a few factors influencing this brand's score:
certifications:
learn more about these certifications*
overview
sustainability
non-toxic
social responsibility
4.5 out of 10
7 out of 10
5 out of 10
about
100% Pure is a personal care beauty brand offering forumations with a focus on natural, plant based ingredients.
highlights
non toxic formulations
sustainability
score:
4.5 out of 10
details:
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.
non-toxic
score:
7 out of 10
details:
100% Pure’s ingredients are almost entirely non-toxic and carry negligible risk, even for those with sensitive skin.
social responsibility
score:
5 out of 10
details:
There is little to no information available regarding fair labor. The brand claims to be cruelty-free and does support a number of charities.
