6. 100% Pure
Its name alone says everything! However, it’s founders, Susie and James Wang, and Ric Kostick, aren’t just happy with pushing out a 100 percent natural ingredient list in its products– they’re hoping to promote and educate their users towards an overall philosophy and life of good health, compassion, kindness, and empathy. Besides ensuring the purity of their ingredients, the founders are also ensuring that the pigments used in their products are naturally derived from fruit, vegetables, tea, and cocoa. By doing this, they have avoided the FD & C colourants and metal dyes that are commonly used in cosmetics. 100% Pure also ensures that their ingredients aren’t sourced from animals.