You know how much I love green beauty, but I also like foundations that offer great coverage. This is why I was very excited to try the 100% Pure Fruit Pigmented Healthy Foundation! It promises full coverage (the highest of all their foundations) as well as a matte finish.

Before I start my review, let me preface it by saying that I’ve been wearing this foundation for over a month, and it’s currently my go-to. I personally love it and gravitate towards it, but be sure to read my full review to see if it’s the right foundation for you!

At A Glance

  • Brand: 100% Pure
  • Animal Testing Policy: Cruelty-Free, Leaping Bunny-certified
  • Parent Company: N/A
  • Product: Fruit Pigmented Healthy Foundation in Creme
  • Vegan: Yes
  • Price: $45
  • Weight: 1oz
  • Where To Buy:
  • The Product

    100% Pure offer multiple foundations (including a tinted moisturizer and a BB cream if you need less coverage) in several finishes and with different degrees of coverage.

    The Fruit Pigmented Healthy Foundation claims to have a matte finish, which is accurate. The foundation looks completely matte on the skin, so if you’re looking for something dewy, this one isn’t for you.

    It also claims to be a full coverage foundation. I would describe this foundation as “medium to full”. It covers redness and most imperfections, but you might need concealer if you have a lot of redness or blemishes. The coverage is nonetheless very good.

    This foundation also has physical sun protection of SPF 20. The formula also claims to be “enriched with antioxidants”.

    100% Pure is a green beauty brand and their products are natural with some organic ingredients. This is a huge plus for me, especially for products like foundations, which are applied all over the face and sink into the skin!

    Shade Selection

    This foundation comes in 9 shades. I have the shade Creme, which isn’t the fairest, but it’s yellow-toned. It’s a tad too dark if you’re on the pale side, but it works. The lightest shade is lighter but pink-toned.

    Here’s a chart to help you with the shade selection:

    Application & Wear

    The consistency is on the thicker side, and the foundation does come with a pump. I need 2 pumps to cover my whole face. With a beauty blender, this foundation applies flawlessly and doesn’t emphasize texture or dryness.

    If you have normal to dry skin, this foundation will be long-wearing on you. However if you’re oily, it might start breaking down throughout the day. I have combination skin and my nose is on the oily side, and this foundation doesn’t stay put all day on my nose, even with powder. On me, it starts to fade around the 6-hour mark.

    Bottom Line: 4.5/5

    This foundation is a total win if you’re looking for something non-toxic, high-coverage, and matte. I have to emphasize the “matte” aspect since it’s not everyone’s cup of tea, but it’s a truly great foundation if that’s what you’re looking for.

    It’s the highest-coverage natural (as in non-toxic) foundation I’ve found, and also hands down the best one I’ve tried. It performs like a regular mainstream foundation, but it’s not loaded with chemicals you can’t pronounce!

    If you’re looking for a matte, medium to full coverage foundation that’s natural, cruelty-free, and vegan, this one might just be your holy grail.

    You can buy it here from 100% Pure.

    Leave a Reply

    12 Comments on "My New Favorite Natural Foundation: 100% Pure Fruit Pigmented Healthy Foundation"

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    I bought this a couple of months ago and while I love the coverage it provides, it is really clinging to my dry patches. To the point I can’t wear it because it looks ridiculous. I’m trying to get my dry patches under control so I can wear it again.


    This sounds like a great foundation, unfortunately i prefer a dewy finish but i’m gonna check out that brand that i didn’t know actually. Thanks for that review! xo


    Another brand I wanted to try for absolute ages! Cruelty-free for the win 😀

    Megan Hughes

    I look forward to trying this one. The best I have found for my less-than-cooperative skin has been Urban Decay’s Naked Skin foundation, which is cruelty-free/vegan but has a very long list of ingredients.


    hi suzi! i’ve been hearing that smashbox doesn’t sell in china anymore, is that true? (hope so- i’ve had my eye on that lipstick lilly singh created for a while lol)

    Jamie @fiveproductface

    It’s nice to see a green beauty foundation that’s both matte and that comes in deeper shades. I’m always on the hunt for new finishes.!

    sara and Zeppelin
    Hi Suzi I love your blog I too have switched to cruelty free over a year ago if I can’t find cruelty free usually I don’t buy it but since I’m a single mom my mom gives me stuff and I get upset that I must take it like deodorant the hardest for me to find I was using Jason for 9months as I was pregnant and it was horrible but I refused to go out but ANYTHING else my mom ended up giving me a crap one… I bought my first Cruelty free foundation when I didn’t know that… Read more »
    Aly Laughlin

    Thanks so much for your kind words! A Canadian post is a great idea. Some cruelty-free brands that are available in Canada include Annabelle, Marcelle, essence and GOSH. I hope that helps!

    Nicole Daniels
    Hi there! I am a new blog reader and so happy I found you:-) I have recently started to really pay attention to natural, cruelty free brands. It’s important to be kind to my skin and body as well as my fur babies. I was using NARS Sheer Glow and loved it! I stopped using NARS because they are owned by Shisheido who does test (corrrect me if I am wrong). I also wanted to go more natural. I started using Omiana and I LOVE it! They are Talc, Mica and Titanoum Dioxide free. I have the foundation and eyeliner.… Read more »