In 2004, a easy query modified the whole lot.
“Why are we utilizing industrial byproducts to paint our lashes?”
It was not a advertising query. It was a scientific one. When Susie Wang started analyzing the ingredient lists of frequent mascaras and eyeliners, she found that most of the deep blacks and daring colours in eye make-up got here from coal tar–derived dyes—pigments initially produced throughout the industrial processing of coal.
For many years, these dyes had quietly develop into the wonder trade’s default answer for shade depth. They had been low cost, steady, and highly effective. Most manufacturers accepted them with out hesitation.
However the query lingered: Why ought to one thing created as industrial residue be used each day round one of the crucial delicate areas of the human physique?
That second sparked a technique of chemical vigilance that finally outlined the philosophy of 100% PURE. The aim was not merely to provide “pure” make-up. It was to engineer a scientifically credible different that would match or exceed the efficiency of typical cosmetics whereas eliminating pointless poisonous dangers.
This pursuit led to one of many model’s most defining improvements: Fruit Pigmented® cosmetics—shade derived from nature fairly than industrial byproducts.
Greater than twenty years later, that very same refusal to just accept the established order continues to information how 100% PURE formulates make-up at the moment.
The Hidden Danger of Industrial Dyes
Understanding Coal Tar in Cosmetics
Coal tar is a thick, darkish substance created throughout the conversion of coal into coke and gasoline. Inside this complicated combination are lots of of chemical compounds that may be refined into dyes. These dyes finally grew to become the muse of many artificial beauty colorants.
In ingredient lists, these pigments typically seem as FD&C or D&C dyes. They’re extensively used as a result of they produce sturdy, constant shade whereas remaining cheap to fabricate.
However coal tar dyes include a sophisticated origin story.
As a result of they’re derived from industrial processes, they could carry hint contaminants—together with heavy metals—relying on how completely they’re purified. Whereas regulatory our bodies enable sure ranges of those contaminants, the presence of such substances raises issues for merchandise utilized each day close to the eyes.
The attention space is uniquely weak. The pores and skin surrounding the eyes is considerably thinner than the remainder of the face, making it extra permeable and extra vulnerable to irritation. Repeated publicity to sure artificial dyes can contribute to redness, sensitivity, or discomfort in people with reactive pores and skin.
For folks in search of protected eye make-up or non poisonous mascara, understanding the place pigments come from turns into important.
At 100% PURE, this consciousness led to a unique normal for ingredient choice.
Trade Normal vs. Our Definition of Purity
Coal tar dyes stay extensively used within the cosmetics trade as a result of they’re environment friendly. They supply deep shade saturation with minimal formulation challenges.
Nevertheless, effectivity was by no means the first goal for 100% PURE.
Purity means analyzing the total lifecycle of an ingredient—from its origin to its ultimate software. It means asking whether or not that ingredient aligns with a philosophy centered on security, transparency, and respect for the pores and skin.
When seen via that lens, the usage of coal tar pigments raised too many questions.
As a substitute of accepting the trade normal, the model pursued a tougher path: growing a wholly new shade expertise able to delivering excessive efficiency with out counting on industrial dyes.
The Fruit Pigmented® Invention and Evolution
A Radical Discovery
Within the early 2000s, the founders of 100% PURE started experimenting with deeply coloured crops and meals as potential pigment sources.
Berries, pomegranates, cocoa, and black tea include naturally occurring shade compounds reminiscent of anthocyanins and polyphenols. These pigments are liable for the colourful hues present in fruits and flowers.
If these pure pigments may stain materials and pores and skin, the staff questioned, may in addition they be used to create beauty shade?
By means of cautious experimentation, the reply grew to become sure.
The method required extracting pigments from plant supplies and stabilizing them inside beauty formulation so they might stay vibrant over time. This innovation finally grew to become referred to as Fruit Pigmented® expertise—a groundbreaking different to traditional dye techniques.
As a substitute of counting on artificial industrial pigments, make-up may now draw shade from nature itself.
This innovation allowed 100% PURE to provide vibrant cosmetics whereas avoiding the dangers related to coal tar in cosmetics.
The Subsequent Era of Clear Colour
Whereas fruit pigments represented a serious breakthrough, beauty science continued evolving. The problem of sustaining intense shade payoff and long-term stability required additional innovation.
Right this moment, 100% PURE makes use of a hybrid pigment system that mixes botanical pigments with lab-refined minerals.
These minerals are fastidiously purified at Purity Park, the model’s analysis and formulation facility. By means of managed refinement processes, impurities and heavy metallic contaminants are eliminated, guaranteeing the minerals meet extraordinarily excessive security requirements.
This strategy permits the model to attain the daring shade payoff anticipated from skilled make-up whereas sustaining the purity rules that impressed the unique Fruit Pigmented® expertise.
It isn’t a departure from the model’s roots—it’s an evolution.
By pairing plant-based pigments with purified minerals, 100% PURE continues delivering what the founders envisioned: vibrant magnificence that doesn’t compromise pores and skin well being.
A Robust Canvas for Vibrant Colour
Stunning make-up begins with wholesome pores and skin.
Even probably the most superior pigments can not carry out effectively on a compromised pores and skin barrier. When the pores and skin is dehydrated, infected, or textured, make-up could seem uneven, boring, or vulnerable to settling into wonderful strains.
For this reason making ready the pores and skin correctly is important for reaching easy, long-lasting shade payoff.
The Delicate-Pores and skin Energy Ritual helps the pores and skin’s barrier in order that make-up sits on a wholesome, resilient floor.
Light Cleaning for a Calm Base
A relaxed complexion begins with cleaning.
The Calendula Flower Cleaning Milk removes impurities whereas preserving the pores and skin’s pure lipid barrier. Calendula is extensively revered for its soothing properties and its capability to calm reactive pores and skin.
By gently dissolving environmental buildup and extra oil, this cleanser prepares the pores and skin for each skincare and make-up software with out triggering dryness or irritation.
Refining Texture for Even Pigment Utility
Clean pores and skin permits pigments to distribute evenly throughout the floor.
The Matcha Oat Face Scrub supplies mild exfoliation, serving to take away gathered lifeless pores and skin cells that may disrupt make-up software. Matcha presents antioxidant safety, whereas oat components calm the pores and skin and cut back seen redness.
For deeper nourishment, the Matcha Oat Milk Nourishing Masks combines soothing oat milk with skin-calming botanicals. This masks replenishes moisture whereas refining texture, creating a great floor for make-up.
Hydration That Helps Make-up Longevity
Hydrated pores and skin helps higher make-up efficiency.
The Intensive Nourishing Facial Oil replenishes important lipids that strengthen the pores and skin barrier, stopping dehydration all through the day. Oils wealthy in important fatty acids assist keep elasticity and cut back tough texture.
Following with the Seaberry Moisturizer supplies lasting hydration. Sea buckthorn, identified for its excessive focus of nutritional vitamins and antioxidants, helps help pores and skin resilience whereas sustaining softness and suppleness.
When the pores and skin barrier is supported with hydration and nourishment, make-up pigments sit easily on the floor fairly than settling into dry areas.
The result’s a luminous canvas that enhances the efficiency of shade cosmetics.
Conclusion
Saying “no” to coal tar was not the best path.
It required years of experimentation, innovation, and persistence. However it established a precept that continues to information 100% PURE greater than twenty years later.
The model was constructed on the idea that magnificence merchandise shouldn’t depend on industrial shortcuts—particularly when safer, extra considerate alternate options might be engineered.
From the invention of Fruit Pigmented® expertise to the trendy refinement of mineral pigments, the mission stays the identical: create vibrant cosmetics with out compromising well being.
Each system displays that authentic second of curiosity.
When Susie Wang requested why industrial byproducts had been coloring our lashes, the reply grew to become clear: they didn’t must be.
Right this moment, the dedication to security stays the backbone of the model.
As a result of true magnificence innovation isn’t just about shade payoff. It’s about defending the pores and skin that shade touches.
FAQ
What precisely is coal tar and why is it utilized in make-up?
Coal tar is a byproduct produced throughout coal processing. Sure compounds inside coal tar might be refined into sturdy artificial dyes utilized in cosmetics. These dyes grew to become well-liked as a result of they supply intense shade at a low price. Nevertheless, issues about potential contaminants and irritation have inspired some manufacturers to develop different pigment applied sciences.
How do fruit pigments keep steady in cosmetics?
Fruit pigments include pure shade compounds that may degrade if not correctly stabilized. At 100% PURE, these pigments are fastidiously processed and mixed with purified minerals to make sure long-lasting shade stability whereas sustaining strict purity requirements.
Is lab-refined mineral make-up higher for delicate eyes?
Lab-refined minerals endure purification processes designed to take away heavy metallic contaminants and different impurities. This extra screening helps create pigments which might be extra appropriate for delicate pores and skin in comparison with typical industrial mineral sources.
