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Despite clean, green beauty brands cropping up left and right and many garnering Sephora’s Clean seal, there seems to be a belief among beauty vloggers and consumers that natural products are less effective than their chemical-laden counterparts.
100% Pure is one brand that’s been rolling out innovative products — including an Allure 2019 reader’s choice award winner — that I’ve been dying to try. From skincare serums chockfull of antioxidants to makeup that’s pigmented solely by fruit, I put this line to the test to see how it measured up to my usual lineup.
I set out to test this myth and see if plant-based products can hold their own next to mainstream makeup lines.
100% Pure sent me products for testing purposes. All opinions are my own.
Packed with antioxidants from fruits like raspberry, pomegranate and apricot, these foundations offer three different coverage levels.
Wearing 100% Pure Tinted Moisturizer in the shade Sand/Sable and Cream Foundation in White Peach
Shop nowYou can tell the opacity of each foundation just from the swatch — from fullest coverage to sheerest. From left to right: Cream Foundation in White Peach, Tinted Moisturizer in Sand/Sable, Water Foundation in Neutral 2.0.
From sun protection to eye cream, acne solutions and soothing milk cleansers for dryness, 100% Pure’s skincare line has options for a range of types and concerns. I tried a few popular products:
I’m loving the products I tried. Not going to lie — I didn’t have high hopes for the foundations, but they blew my expectations out of the water. I thought the coverage would be too light, but the tinted moisturizer and cream foundation held up to fuller coverage foundations — and felt lighter and more breathable. I wore each for 8+ hours and my skin was still matte by the end of the day, which is no small feat for my oily skin.
I’m equally pleased with the skincare products I tried. The sunscreen did the trick on a cloudless day spent outside on my deck — I even got used to the scent.
Brightening effects are cumulative, so I can’t comment on the serum or PM treatment’s long-term efficacy. But after a few uses, my skin felt more hydrated. I’d likely add these to my nighttime skin routine.
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