Meet Susie Wang, Founder & Chief Creative Ambassador, 100% Pure


It seems as if everyone I know has a favorite 100% Pure product. I was first introduced to 100% Pure by an esthetician who swore by their Eucalyptus Sea Foam Cleanser as her Hero Product for cleansing and exfoliating.  They’ve tackled a pure approach to makeup, skin-, body-, hair- and baby- and nail- care and when looking at their full range I’m left wondering if there’s anything that they can’t do. I recently had the opportunity to test a variety of their products, the coffee bean caffeine eye cream, coconut hand buttercream and my favorite – the maracuja oil mascara.  The list of ingredients in this uniquely natural mascara includes cacao, coffee, seaweed, green tea goldenseal, passion fruit (maracuja) oil and many more super-naturals that make it an antioxidant eye treatment that’s ultra conditioning and smells like mocha. I can tell from talking with Susie Wang, the Founder of this booming beauty brand that while they’ve been around awhile, they’re just getting started.

When did 100% Pure launch, and how has the beauty industry changed since that time?

We’re proud to be celebrating our 10-year anniversary this year.  We launched the line is 2005 and since then we’ve seen many new natural brands develop all around us.  It seems as if there is a concentration of natural beauty brands around us in Northern California.

What is 100% Pure’s Mission, and what do you do best?

100% Pure’s mission is to create the absolute healthiest and pure line cosmetics in the world. We think we do a good job doing that and creating products that are truly loved by our customers.

How do you embrace sustainability in your company?

We’re proud to say that our headquarters, offices, distribution center is run by 100% solar power, the energy of the future.  Absolutely all of our packaging is from post consumer recycled materials and our printing is done with non-toxic vegetable ink so no ink toxins enter waterways.  Each of our 100% Pure formulas are completely biodegradable.  Sustainability is a part of everything we do, and we are constantly finding ways to be even better at it.

What’s your favorite healthy ingredient, and why do you love it?  What products feature it?  

My favorite ingredients are the fruit pigments we use to color our cosmetics.  I love fruit pigments because they contain a ton of vitamins and antioxidants that are extremely healthy for our skin in addition to providing the gorgeous hues.  Most mainstream cosmetics synthetic dyes or minerals that can be linked to health concerns due to their high heavy metal (and other toxins) content.

What, if any, causes, charities and organizations does 100% Pure support, and how?

My favorite charities are the ones that help emergency situations and fight animal cruelty. However, this month, we’ve diversified our donations to the following charities:

  • The Hunger Project
  • A21
  • Keep A Breast
  • Keep A Child Alive
  • Next Door Solutions
  • Red Apple
  • Operation Cuppa Joe
  • Harvest Home Animals
  • Kitten Rescue
  • Beauty Bus

Is 100% Pure used in spas?

Yes, we you can find 100% Pure in many spa locations.  One of my local favorites is Oceano Coastal Spa in Half Moon Bay where they use our products in their facials.

Can you tell me a little bit about 100% Pure Headquarters, your team and your company culture?

100% Pure is based in San Jose, California.  Our CEO, Ric Kostick, has a passion for building a company culture that is all about empowerment, so our leadership team is looks at their role as supporting and continuing to empower our employees.  I would say our company is very employee centric.  It’s a very evolved management philosophy and I respect his leadership.  Since he’s implemented this new culture, there is nearly no employee turnover over and everyone seems to be genuinely happy.

How would you describe your ideal customer?

My view is that everyone is our ideal customer. But those who appreciate 100% Pure the most understand that whatever you apply on your skin gets absorbed into the bloodstream and has an effect on your health.

Do you have any new products or launches that we can expect to see in the next few months?  

We have a long list of new products launching this year. What we’re focusing on is compiling the highest percentage of antioxidants we can pack into each formula to give every single product the highest ORAC value of antioxidants possible. It’s a fun and creative challenge.

I’d love to know who inspires you and why…?

I want to use the success of 100% Pure to help fight animal cruelty.  I am deeply motivated by this cause and have a desire to make contributions that can save as many animals as possible.  So with that in mind, the people who inspire this happen to be animal abusers.

How do you relax?

I am exercise fanatic. I love to run, very fast. I think I’m addicted to the ‘runners high’.  It’s how I relax.

By Jeannie Jarnot, Founder of Spa Heroes

Healing Lifestyles & Spas Team
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