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100% Pure is Cruelty-Free
100% Pure has confirmed they do not test their products or ingredients on animals or ask others to test on their behalf. Their suppliers also do not test on animals, nor do they allow their products to be tested on animals when required by law. And finally, their products are not sold in stores in mainland China or any other country that may require animal testing.
By our standards, we would consider 100% Pure Cosmetics to be Cruelty-Free.
Below is a screenshot of 100% Pure’s official animal testing statement:
I also loved reading 100% Pure’s founder, Susie’s inspiring story that led her to pledge to never allow 100% Pure’s products, ingredients, and formulations to ever be tested on animals!
What About China’s Animal Testing Laws?
As of May 1, 2021, some imported ordinary cosmetics can be exempt from animal testing under certain conditions. However, for the most part, animal testing is still legally required for most imported cosmetics in 2022.
But 100% Pure has confirmed they only sell and ship directly to their customers in China via their third party logistics partner based in Portland. 100% Pure does not sell their cosmetics in retail stores in mainland China; therefore, they are not required to test on animals.
“We are not opening a physical store in China and will only be selling through our third party global distribution website.” (Source: 100% Pure)
Note that there is no legal definition for the label ‘Cruelty-Free.‘ It can mean different things to different people. But Cruelty-Free is generally used to imply no animal testing. More specifically, the ingredients, formulation, or finished product are not tested on animals at any stage of product development.
At ethical elephant, we always assess a company’s cruelty-free policy using our Cruelty-Free Checklist. This ensures no animal testing was performed by the brand itself, its suppliers, and by any third parties.
Also, note that Cruelty-Free and Vegan don’t always mean the same thing.
100% Pure is Not 100% Vegan
‘Vegan’ in cosmetics can refer to an entire brand that is 100% Vegan or a specific product is vegan.
In the case of 100% Pure, not all of their products are vegan. But they have some products that are suitable for vegans.
100% Pure also claims they’re also working on becoming a fully vegan brand and phasing out products that contain animal-derived ingredients with vegan alternatives.
How to know which of 100% Pure’s products are vegan?
100% Pure clearly marks all of its vegan products on its website. See below for an example.
Similar to ‘Cruelty-Free,’ there is no standard or legal definition for the label ‘Vegan.’ But it’s usually used in the context to describe something that doesn’t contain any animal-derived ingredients or animal by-products.
Some common animal products used in cosmetics include carmine, lanolin, snail mucus, beeswax, honey, pearl or silk-derived ingredients, animal-based glycerin, keratin, and squalene.
There are plant-based and synthetic alternatives to animal-derived ingredients. But it’s sometimes difficult to know with certainty whether a product is vegan just by reading the ingredient list.
So it’s best to ask the company and manufacturers to ensure the ingredients they’ve chosen to use were from non-animal sources.
Below is a screenshot of what’s currently stated on 100% Pure’s website:
100% Pure’s Sustainability Initiatives
100% Pure’s Claims: “We are a sustainable business, meaning that we take every action possible to mitigate the impact our products and our way of doing business has on the environment.”
Sustainability & Environmental Initiatives:
- Headquarter runs on 100% solar power
- Utilizes eco-friendly LED lighting
- Landscapes with drought-resistant plants
- Awarded the San Jose Green Certificate which means they were recognized to have the lowest amount of landfill garbage, with the majority recyclable
- Use of recycled materials for the building and designing of their retail stores like wood from decommissioned ships or barns
- Offers in-store recycling program
Is 100% Pure’s Packaging Environmentally-Friendly?
- Packing materials are recycled or biodegradable
- Uses recycled or recyclable packaging
- Uses only eco-friendly, non-toxic, and soy inks
- Encourages reusing its packaging
- Some of their products are in glass containers
Ingredients and Formulations Claim: “100% PURE® products are truly 100% pure: no synthetic chemicals, chemical preservatives, artificial fragrances, artificial colors, harsh detergents or any other unhealthy toxins.”
They also claim their formulas are biodegradable after 180 days. And they don’t use “environmentally damaging petrochemicals”.
Ethical Mica Mining Policy
Mica is a mineral that’s used in cosmetics to add a shimmery effect. But the mining of natural mica has been linked to child labor and human rights violations.
Unless a company publicly addresses its mica mining policy, we have no way of knowing whether its mica is ethically sourced without child or forced labor.
So I asked 100% Pure if their mica is ethically sourced without the use of child labor and they responded by stating,
“We also ensure that our mica is sourced within the framework of the Ethical Trade Initiative base code. We are confident that our mica is not only of the highest quality but that it’s produced in the most ethical and safe way possible. The mill, located in Andhra Pradesh, is a modern, high-tech facility, that never utilizes child labor and holds product quality to exceptional standards.”