100% Pure

Went in for the first time today to get some mascara. Wow! I’ll be coming back. Lan was so helpful and sweet. I had so many questions about the products and she guided me right through. These products are awesome. The mascara looks better than most conventional mascaras even and you can’t beat the purity. What a sweet little shop with a wonderful purpose!

This is the only company I would ever use for sunblock, shampoo, make up, etc. It is the only make up line that doesn’t use iron oxides, and it’s the only mascara that doesn’t hurt my eyes (every other natural and unnatural brand of mascara has my eyes stinging). Unlike other «natural» brands, the mascara actually works, i.e. it makes your lashes amazing. I can’t say enough nice stuff about this company. I’m always looking for the perfect sunblock (for my face only) because I hike so much and I finally found it here. First I put on the baby sunscreen SPF 30 in stick form (which is white and a tiny bit oily) and then on top of that I put on the superfruits healthy foundation which also contains sunblock (which is skin color and a bit matte). The combo of them both makes the perfect looking skin — not too oily, not too matte, not too white, and not too foundationy. My friend saw me after I put this on and thought I looked so young that she assumed I had cured my thyroid problem and it was resulting in perfect skin. I never thought sunblock could make my skin look better while it’s on (usually it makes it either too greasy or too dried out depending on the brand).

I had THE worst experience buying 100 pure products online. Have been their customer since 2005 but that experience really overshadowed everything. I was supposed to get a free little gift that comes along with purchase over $ 100.00US. The product never was included after original purchase transaction. After several writings I eventually received email confirming that gift was shipped separately. After 2 days I received notification that product was out of stock/​discontinued. But when I looked at my bill I saw that $ 5.00US was charged from my card in addition to my purchase amount. It took me several months to find out what happened. They eventually sent my another gift and again charged for that. I never was reimbursed for «two gifts», one of which never arrived and another was supposed to be free.
The customer service is extremely unqualified and unaware what is going on with their product and I wish they were more polite. Also, somehow, all of my transactions made before 2013 disappeared from my account by the way, so I had to create another account to be able to make purchase. That’s my experience and it its unfortunate, I really used to like them.

The store employee at Elmwood is SO friendly and SO knowledgeable. What a great, engaging person, and the cosmetics are wonderful!

Great product. It’s a bit pricey, but at least this location isn’t stingy with samples. I was lucky to catch them during a 20% off promotion. Go on a Sunday. You’ll get lots of individual attention and product knowledge from the staff!

Came in early morning to finally try out their products. They are expensive but worth it. Bought their tinted moisturizer, body lotion and body butter cream. The scents of their creams last long and just a small amount goes a long way. Now just have to see how long/​fast these products last. Girl working there was very helpful and also gave me a few samples which was nice.

So excited to try my new products!
Ever since I started using more natural bath and beauty products, I have noticed such a big difference in my skin all over. It is softer, more moisturized, and I never get these weird bumps on my arm I used to get. My face is also much less dry, yet conversely I break out less. They’re a Godsend!
Last Saturday, I was strolling down College Ave when I saw this place. I needed some lotion and body-​wash so I ducked inside.
I ended up going with the Almond and Honey body wash and Vanilla lotion. They smell so good, and not in that fake, over-​processed scent way.
A little pricey, but for now I was down to try them. Looking forward to it! :)

100% Pure has great products that I have been using since they opened in Berkeley. Their products evolve and are always making things better after listening to their customers. The company has had great growth nationally and internationally. It’s fun to try new products that come out all the time.

This place is incredible if you care about what you are putting not only on but IN your body. Their products are beautiful, and they care about the welfare of animals, which is a major plus for me. They also don’t pressure you to buy! Shop with ease and fun. :)

This place is a godsend! So i have been breaking out from foundations that were both high and low end. I decided to give the 100% pure pressed powder a chance, and i am left breathless! It doesnt feel like anything on your face, it is so light and natural looking, no chemicals means no sting and no melting; seriously, spot concealing before applying this powder foundation has made my acne prone and scarred skin look flawless. And guess what? NO MORE BREAKOUTS! Wait for the powder to set in, and you got yourself a beautiful healthy coverage! A holy grail for me! Please never stop selling this product!
PS: they sell a whole range of natural and good for the skin, body, hair products. You must give these products a try!

I really love 100% pure products (I had had a good experience from some samples I received at the SFO store), so I was really looking forward to visiting their store. I found the women working in the store to be neither helpful nor particularly friendly. I was prepared to buy a bunch of products, since I drove all the way from San Francisco, but when I asked for recommendations the woman seemed a little confused. I felt like I really had to drag her over to the products to ask for her help in picking out a lip shade or a foundation shade, and she didn’t seem particularly knowledgeable about the products or to know much about makeup. I only bought a few things, when I would have loved to buy more if they had been more helpful.
I think this store could train their employees better to be more knowledgeable in their products as well as how to match colors to a person’s complexion (and to be friendlier). They could take a lesson from almost any makeup counter in a department store.

I adore the 100% Pure products, they’re absolutely the best. I love this store, the staff is incredibly friendly and the space is very neat, clean, and organized.
I’ve recommended these products to friends that have sensitivity to typical brands found at stores. These products are great

Their products are made of great ingredients and do not irritate my skin and eyes. I’ve been using their eye liner and liquid foundation. The pencil eyeliner is a little soft and hard to sharpen, but doesn’t cause the eye irritation I had with other liners. The foundation doesn’t clog my pores. Overall, great products.

The 5 stars for 100% Pure cosmetics line itself. I’m very excited to find these natural products that are healthy alternatives to some of the scary ingredients that you you find all over makeup and skincare products elsewhere. I’ve been using their tinted sunscreen, face powder and concealer and it looks very natural.
The sales clerk was also very helpful and nice. I only wish that 100% Pure would open another location on 4^th Street in Berkeley or elsewhere in the east bay (College Ave store gets crowded on the weekends). I really think the set-​up/​layout of the store needs improvement. It makes me want to buy these products online. Update to my previous review via an email from the helpful sales gal is that these some of these products are available at Rainbow Grocery in SF.

I have officially found an alternative that can quite possibly replace Tarte.
Other than the fact that I love 100% Pure’s products (they’re not the best of the best in terms of coverage and usability but you’re trading off for an all natural formula, it’s good for the category they’re in), this store for the first time in my life had someone who could help me.
I always end up with foundation too warm from boutique stores that I visit. Probably because I’m Asian but the veins in my wrist are ice blue. After 5 years of foundation shopping, I now refuse to let anyone help me because of them selling me too warm foundation.
I was trying to color match in their store when the person who was working there started with the familiar, «Oh, you’re probably a warmer tone – » I turned around and she stopped mid sentence, « – or maybe you’re more neutral or cooler.» I have no idea if the tone of my skin gave that off or she saw the blue veins on my eyelids but it was the first time anyone in a boutique store had said that to me, which is kind of nice because I’m tired of wearing more bisque-​y shades.
She helped me match to a shade and gave me information about the eye creams and lightening creams. I happily purchased several items and went along my way!

Before you purchase, definitely check their reviews out at
The name says 100% Pure but that could mean a lot of things. Their ratings on the good guide are average so be sure to read up before you purchase since it might change your mind.
I went here after my boyfriend complained about my Dr Bronner’s magic soap being too minty. I wanted a natural alternative and saw their buy 3 get 1 free deal. (super awesome by the way)
We also snagged some samples of their body scrub in a shallow mirrored pot that the girl behind the counter nicely handed to us.
Who knew Mangosteen could be that awesome?!? Settled on the Mangosteen Body Wash and White Peach Nourishing Body Cream — all of this smelled like heaven. My friend also got the Honey Almond and Mangosteen Nourishing Body Cream.
I wish the smell was more than subtle, and that the body cream was a little more moisturizing. My skin absorbed it very fast though so no sticky after feel.
Overall? 4 stars for the in-​store experience. Yay for more natural products, but I can’t help but feel a little green-​washed when I look at the ingredients and at their review on goodguide.
It wouldn’t hurt if they had a sink in-​store either.
Bf likes my soap now so that makes me happy.
Would recommend? If in the area, and looking for products? Yes.

Once upon a time there was a young girl in middle school and like most girls her age she was obsessed with the newest store, B&BW. With it’s Sun Ripened Raspberry and Peach scents it was like a summer’s day all bottled up.
But then time wore on and this girl grew up. She started to learn things. Scary things. Wise things. There were chemicals hiding in her favorite scents. Sure, they didn’t test on animals, but that just scratched the surface of a terrible and shady institution called Conventional Cosmetics.
So, in her 20s and into her 30s this girl searched for better alternatives, often just giving up the things she loved because no lip product, face scrub or lotion was worth cancer or hormone disruption.
Then, behold, a new store caught her eye. 100% Pure. Skeptical she read and read and read the ingredients, glee building her in heart. Then the day came to venture to Berkeley and see in real life these products that promised long lashes, smooth skin, and brighter cheeks.
Walking in was wonderful. No artificial smells. No pesky «here, can I spritz you?» perfume ladies. And minimal fear of hidden dangers.
A new love was born. Dark Chocolate mascara that smelled good. Mangosteen body scrub that made her drool. A face scrub that doesn’t damage or sting.
Sometimes happily ever after really does come true…100% Pure and true.
Granted, parking could be challenging but if time allows the shipping fairies can work their magic and have Knights in White Trucks deliver packages straight to you.
Prices are irrelevant when you’re truly concerned about your overall health but frankly the prices aren’t different than other «high end» beauty stores.

I just love this company, its mission, and its products. Every time that I have ventured inside this magical land full of goodies, I was greeted immediately by a friendly face. I really appreciate that they don’t hover over you in an attempt to convince you to drop every dime and carry out half of the store. The products speak for themselves and I have about taken home half the store on more than one occasion (shhh!).
If you want the good stuff, the right stuff, go to this joint!

I was over in the East Bay area and since I’ve been waiting for the local beauty supply store in my neighborhood to get their 100% Pure beauty products shipment in for over a month; I figured I would make a stop here, at the source, instead of waiting any longer.
I came here to pick up my favorite product, their Coffee Bean Caffeine Eye Cream, and then as I browsed around the little boutique, I realized this company has SO much more to offer then just eye cream!
I wound up being catered to by both of the sales people– they were extremely helpful and full of knowledge about every single product made and available by this company! Apparently the eye cream I wanted was mentioned on Dr. Oz’s show as being one of the best available, and they were shipping it out by the truck load all over the country. and completely sold out at the store (thankfully they got more in since then.)
The products are amazing here and 100% pure organic ingredients with no water or alcohol used at all! I picked up some shampoo, conditioner and amazing smelling body scrubs, along with their eye cream. There were about two dozen different body scrubs to choose from and I spent a good 15 minutes smelling each one. They all smell and taste delicious– it was so hard to just pick one! Some of my favorites were the Chocolate-​Kona, Coconut, White Peach, Eucalyptus, Honey Almond and Cabernet Grape. and their were several more. Yumm. You can’t eat them, but they sure do smell delicious!
One thing that I liked about this store is their policy on returns – if you buy from their store and you for some reason don’t like the product— they will return it for a full refund! Now how’s that for customer service? I love it. What a great store, with AMAZING PRODUCTS!

I’m a huge fan of these products. HUGE! I would be their brand ambassador but they are based in San Jose. I’m a devout daily sunscreen wearer, and I’ve been on the lookout for a good sized bottle of 20 or 30 SPF for the face that doesn’t clog my pores, is relatively affordable, and has zinc oxide or any other *physical* sunscreens. My boyfriend is terribly, terribly allergic to chemical sunblocks, so I have to be overzealous about my skincare ingredients.
I found their products for the first time at the Beauty Center on Piedmont, and was very impressed with it. I’d run out, and sort of forgot about it, but when when I was doing my Jeremy’s/Gordo’s ritual (Why yes, I have a Jeremy’s/Gordo’s ritual) I found their most awesome sunscreen again. I haven’t tried a lot of their eye makeup, but I can vouch for face and body products.
The shop is nice, testers, mirrors and space galore, peaceful with just one person working who patiently answers questions. I am now completely addicted to their Pineapple Scrub in addition to both 20 and 30 SPF facial lotions they carry, and I keep getting into more of their products. I would almost be tempted to order online, even thought I live in Oakland, because as some people mentioned this area can be very congested with traffic.
I just love that their stuff is so good smelling, preforming, and local, without even making the natural component of 100% Pure the best part. The stand out is how great their products are, but the fact they do all of this with good natural ingredients is even MORE awesome. Also, when they had run out of one of their products online, in-​store they honored the sale price that the special offered when the product was back in action. That’s very nice.