100% PURE® goes beyond just their name and our ingredients. It is a commitment to produce the purest products, and to promote clean, healthier living. They feel extremely fortunate that their commitment to a better world can be translated into potent, result-driven products that will help you and those you care about live better lives: you’ll never have to choose between safe ingredients and healthy skin or gorgeous results.
Water is commonly used as the first (majority) ingredient in most skin, hair, and body products. Instead of water, 100% PURE uses beneficial organic floral hydrosols, organic aloe juice, organic fermented rice water (sake) and organic teas. It's also common to use thickeners to expand / add volume to economize formulas but 100% PURE® formulas are never diluted with cheap fillers. Every ingredient in each 100% PURE® formula is included for its benefit.