“All 100% PURE™ formulations adhere to strict purity standards and will never contain harsh or toxic ingredients.
How we define Natural: An ingredient or formula composed of plant, mineral, and/or marine vegetation that undergoes chemical changes due to biological processes such as fermentation, distillation, and cold processing
We source our pigments from fruit, vegetables, tea, and cocoa to avoid commonly used FD&C colorants and heavy metal dyes.
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”