The Power of Organic Makeup: The Pros and Cons of 100% Pure’s Fruit-Derived Cosmetics
Mass-produced makeup contains tar, parabens, fragrances, and other cancer-causing ingredients. For anyone who has sensitive skin, shopping for cosmetics can be a frustrating process.. until now.
Time to Read: 7 min
If you’ve been on a mad hunt for natural, cruelty-free makeup, we may have just found your answer. Mass-marketed and produced makeup contains tar, parabens, harsh fragrances, and other cancer-causing ingredients. For anyone who has sensitive skin, shopping for cosmetics can be a frustrating process. 100% Pure is a cosmetics and skincare company listed as one of the top organic and ethical cosmetic lines, with an ingredient list you can actually read!
We initially started researching 100% Pure in November of 2016. However, it was nearly impossible for anyone to physically get their hands on these products until late January; that's only because their non-toxic beauty products were sold out for months, especially their Fruit Pigmented Pretty Naked II eyeshadow palette and Long Last Brows gel.
Consumers started flocking to 100% Pure’s highly-rated picks as a safer alternative to 2015 beauty trends, such as neutral eye shadow palettes and sweat-proof brow pomades. Popularized products were known to irritate those with sensitive skin, causing rashes and itchiness, especially as mineral makeup lines rose to fame and Mica was exposed as an irritant. As more cosmetic-lovers explored trends, they took a more organic route to “beat their face to the gods.” Word started spreading that 100% Pure wasn’t lying when they say that their products are hypoallergenic, a term that acne and allergy-prone folks take with a grain of salt, as it’s more of a buzzword than a legitimate product feature. With their brand gaining more recognition, here’s everything you need to know about their plant-based makeup:
Fruit-Pigmented Pretty Naked II Palette — $45
100% Pure’s Fruit-Pigmented Pretty Naked II Palette1, now the most comparable to their Berry Naked Palette, is essentially a dupe for Urban Decay’s Naked Eyeshadow Palettes. Shipping doesn’t take long at all (about a week altogether), and the palette comes nicely wrapped and delivered in sturdy packaging. All 100% Pure products come packaged in durable, recycled cardboard containers that speak to their natural and airy aesthetic.
Those with allergies are advised to swatch the Fruit Pigmented Pretty Naked II Palette on their arm to avoid reactions on the face, get familiar with the textures, and see if the shades would be pigmented enough for their skin tone. It might be surprising for most that once swatched, this palette is… very pigmented for being fruit-based. The eyeshadows have a softer and smoother texture because of their natural ingredients. They can be layered up and blended easily, which is how it became the go-to palette for conscious consumers－goodbye, itchy and patchy eyelids!
Maracuja Oil Mascara — $25
Maracuja Oil Mascara in Black Tea2 is the true test for those who experience burning eyes during mascara application and removal. A decent dupe for L'Oreal’s Miss Manga Mascara3, it’s described as giving length, volume, and separation while conditioning lashes and remaining gentle on the eyes. Reviews confirm these claims and praise the Pro-vitamin B5 for helping their lashes grow. Flaking was a common complaint of L’Oreal’s Miss Manga Mascara, which can definitely make or break a spring "no makeup" makeup look. But the Maracuja Oil Mascara is known for its staying power, anti-clumping, and for giving the illusion that users are wearing falsies with two coats. Although it may take a bit more work, the Maracuja Oil Mascara is worth it to keep your lashes looking thick and healthy and avoid a flaky, under-eye mess altogether!
Long Last Brows — $25
The Long Last Brows in Medium Brown also tend to be sold out as a cleaner version of the Anastasia DipBrow Pomade. Soft Brown could be better for those who prefer natural-looking brows with and without a full face of makeup. Medium Brown, however, is perfect for those with medium-to-deep complexions who like a stronger, fuller-looking brow. It's an all-in-one brow product that shapes, fills, sets, and conditions brows for stronger and healthier-looking brows over time. Consumers have yet to complain about smudging or fading, many of them mentioning the products they retired when this became their staple. In addition to that, the size of the container allows for so much product that it’s hard for consumers to actually hit pan, depending on usage, and reduces the occurrence of brow breakouts for sensitive skin folks. Yes, that's a thing!
Mattifying Primer with Vitamins & Antioxidants — $45
Now moving more towards face products, the Mattifying Primer4 is the most raved about. Although ideal for normal-to-combo skin types, this primer also works for those who lean dry, depending on the weather they experience. With hotter months fast approaching, it doesn’t hurt to be prepared with a trusted primer.
Similar to the Revlon PhotoReady Perfecting Primer, this non-toxic counterpart is silicone-free and does a fantastic job of filling in pores to provide a smooth canvas before makeup application. It’s very soft to the touch with a more mousse-like texture. And as opposed to other primers on the market, it doesn't cause the skin to tighten up after slathering it on or blending it in. Beauty fiends note that their makeup still looks fresh, their skin feels breathable, and matte even after a couple of hours of wear. 100% Pure also offers a Luminous Primer for combo-to-dry and mature skin types. It's a winter and spring must-have to try for sure!
Fruit-Pigmented Pink Champagne Luminescent Face Powder — $35
The Fruit-Pigmented Pink Champagne Luminizer5 is what highlighter fanatics were waiting for! Highlighting has been a top beauty trend since people discovered it was Hollywood's best-kept secret for radiant cheekbones. Unfortunately, reactive skin types had to sit out the trend and Becca hype due to Mica often being the first and most prominent ingredient in highlighters. It’s not unusual that after taking a stab at it, allergenic folks would wake up the next morning to rashes and stubborn texture on their cheeks. The Pink Champagne Luminescent Face Powder still contains Mica, but it’s listed as the last ingredient. The last ingredient in a product tends to be used in smaller amounts, with it often being the least-used. In theory, its ingredients list makes it one of the safer options for sensitive skin folks who don’t want fomo.
Used sparingly or solely for special occasions, conscious consumers can highlight their face with little-to-no reaction and shout it out to the world. The swatch alone is enough to make aspiring beauty gurus fall in love, however, this luminizer is a "glow from within" type of highlighter. It gives such a subtle and natural radiance to the face, making it one of the best first-time highlighters.
Is Organic Makeup Worth It?
The great thing about clean ingredients is that they tend to be lightweight, infuse skincare benefits, and utilize earthly ingredients while reducing waste. A segment of the market that often gets forgotten gets the chance to play with cosmetics without fear of a vengeful reaction. The #NoDirtyBeauty movement is entirely too real, creating gentle and effortless looks for anyone willing to try.
Check out the full range of 100% Pure products here. View other natural and organic makeup companies here. Find out more about the dangers and toxins in our cosmetics here.
The Fruit-Pigmented Pretty Naked II Palette name was retired, with the most comparable palette being the Berry Naked Palette; it retails for $55 as of 2025.
The Maracuja Oil Mascara is now referred to only as the Maracuja Mascara and retails for $28 as of 2025 instead of $25.
L'Oreal’s Miss Manga Mascara has been discontinued.
The Mattifying Primer has a new look and size now. Instead of a 1.0 fl. oz pump dispenser, it now comes in a 1.8 fl. oz. squeeze tube container and still retails for the same price as of 2025.
