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
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 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 from 100% Pure.
Which Brands Are Cruelty-Free?
Download our list of 600+ verified cruelty-free brands straight to your device. Bring it with you everywhere you go, and never worry about supporting animal testing again. Click here to download
Thanks for the advice, I will have to try this foundation.
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. The foundation goes on smoothly and doesn’t cling to my dry patches. NARS sometimes showed my dryer areas, usually as the day wore on. Omiana is a matte finish that covers my red blotches (I have mild Rosacea). The best part is that I e-mailed Omiana for help picking out a foundation shade. I told them the NARS foundation shade I was currently wearing and they matched me perfectly. I am fair skinned with red undertones and I wear Shell. You should check it out!
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 L’Oreal was buying NYX company I was so happy to have gotten it and there mascara when I read your blog then I I read your blog again when I had time and you announced that they were partners with that horrible testing company so now I’m back to I don’t know where I will buy my foundation I’m looking around but I still have enough of NYX 🙁 so have to finish it… I would love to try this but I’m in Canada I have noticed we since I ordered pacifica perfumes that I love so much that ordering thru USA was not a great choice since we must pay brockrage fees 🙁 I did ended up finding them on well.ca or iherb.ca but I prefer well.ca my question is can you please one day write a small blog on were to find CRUELTY free products on a budget in Canada or best Canadian cruelty free please ? 🙁 IV also switched to eating vegetarian vegan foods only about a year ago and slowly am teaching my kids but hard with the oldest yet he just has chicken once in a while but education is the best thing my kids especially my oldest 6y old ALWAYS talks about what’s tested on animals we even had a app on my mobile were he loved scanning to see if it was CRUELTY free or not.. Zeppelin my 6y old and knows animal testing is wrong our baby is 2months old I plan to teach them always about cruelty free I am a big Animal lover we have 3dogs, 6cats rescue cats. Thank you for what your doing I pray that animal testing stops Animals are like us they are family friends and should NEVER be tested on they should NEVER stuffer TORTUROUS PAIN murder… I dream that one day change will happen and regarding your other posting I blame the government and I wish China USA made a big change, way to much horrible unberable pain of animal suffering in China with testing to the Yulin dog meat festival of hell.. keep up what you’re doing you do for animal right and school should also talk about this with kids IV mentioned to the heigh school were I take my husky who is a therapy dog even they agree with me about schools being part of the change especially elementary schools but they said it’s hard for school boards to change they need more then one person putting pressure on them and IV realized not many pple care 🙁 . Sorry to bring up so much different subject I Barrley have time to ever properly wire ANYTHING I write with my baby on my arms as I feed him . Thanks Suzi xo love ur blog consider doing a Canadian piece of u can xo
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!
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.!
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)
Yes, they pulled out of China a while ago and they also stopped testing on animals where required by law. Do it! 😀
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.
The Naked Skin foundation is definitely more dewy whereas this one is quite matte!
Another brand I wanted to try for absolute ages! Cruelty-free for the win 😀
http://milenakrecisz.com
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
Melodie
http://www.happymelodie.com
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.
Thanks for your input! Too bad it doesn’t work for those with very dry skin. 🙁