100% Pure is cruelty-free

100% Pure is cruelty-free

100% Pure has confirmed that it is truly cruelty-free. They don't test finished products or ingredients on animals, and neither do their suppliers or any third-parties. They also don't sell their products where animal testing is required by law.

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  • Finished products tested on animals


  • Ingredients tested on animals


  • Suppliers test on animals


  • Third party animal testing


  • Sold where animal testing is required by law


About 100% Pure

“Our commitment to animal welfare means that we will never, EVER test on animals – and that our products will always be certified cruelty-free. We go through a painstaking process to make sure each ingredient sourced is never animal sourced. We source our pigments from fruit, vegetables, tea, and cocoa to avoid commonly used FD&C colorants and heavy metal dyes.”

Is 100% Pure owned by a parent company that tests on animals?

100% Pure is not owned by any parent company that tests on animals.

Is 100% Pure sold where animal testing is required by law?

No, 100% Pure is not sold where animal testing is required by law.

Is 100% Pure certified cruelty-free by any organizations?

Yes, 100% Pure is certified by Leaping Bunny & Peta.

Is 100% Pure vegan?

100% Pure is cruelty-free but not 100% vegan, meaning that some of their products contain animal-derived ingredients.

How do you determine that brands like 100% Pure are cruelty-free?

We contact brands directly with our questions in order to get their full animal testing policy. If brands answer all our questions and confirm that no animal testing is happening at any point during production and beyond, they're added to our cruelty-free list. All brands we add have confirmed the information above.

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