Behind the Brand: Interview with 100% Pure Founder

100% Pure is one of our favorite beauty brands (we featured two products in our April/May box!), so we hopped at the chance to ask Susie Wang, 100% Pure's cofounder and chief creative officer, the following questions. As a beauty product innovator and cruelty free advocate bringing us organic and clean beauty, Susie leaves us very inspired!

You are a leader in the clean beauty space, how long have you been around?

I first entered the beauty industry in 2000 because when I was a freshman at UC Berkeley, I bought a vitamin C serum that oxidized and I figured out how to stabilize vitamins from oxidizing in skincare. I patented my invention which attracted the attention of 3 of the largest cosmetic companies which recruited me to work for them. I began working with these 3 large cosmetic brands on their technology, innovation and their formulas. After working with them for 5 years, I learned about all the toxins in cosmetics which inspired me to start 100% PURE.

Why is it important to have a cruelty free brand?

I have a passion to help animals and refuse to support anything that hurts animals. I am currently working on helping to find ways to end the Yulin festival in China. For now, I'm supporting Yang XiaoYun in China who goes to the festival to buy the dogs (IG @friendsofyang) By supporting 100% PURE, it gives us the resources to end animal cruelty and to keep doing good for people.

What is the most fun part of your business?

The most fun part is creating the healthiest products for women and supporting animal based charities.

What is the most challenging part of your business?

I'm always working on innovation and technology so the most challenging part of what I do is finding improved / healthier ways to make an even better formula, delivery system, packaging, etc.  

Which of your products is your favorite?

I am currently loving our 100% PURE BB cream and 100% PURE’s Lip and cheek tint. And every single night, I use the 100% PURE Retinol Restorative Overnight Balm.

What is the importance of being 100% Pure to you?

When I walk into a cosmetics store, I feel there should be warning signs in the store and warning labels on the products just as there's a warning label on tobacco products because most cosmetics contain a ton of toxins that are dangerous and unhealthy for our health and skin. 100% PURE products give you even better results you expect from cosmetics but without the toxins that's in most other products so there's no reason why you wouldn't ant to use 100% Pure.

What is your daily routine (or first thing you do in the morning)?

Kiss my puppies good morning and say a short prayer to thank God for my life. I then jump out of bed for a quick workout and then eat a vegan coconut yogurt with berries and granola. Then I go to work. Usual lunch for me is tofu mushroom soup or a kale salad. Afterwards, I either meet up with a friend, go on a date or spend the evening by myself in a spa or at home reading or watching a movie. For dinner, I mostly eat soup or another salad. During the weekend is when I indulge in whatever I want to eat but during the week, I keep my diet simple and light.

One word that best describes you?

Grateful We hope you enjoyed reading about one of our favorite vegan beauty and skincare brands. Thank you for visiting the LOVE GOODLY blog, where we promote a cruelty-free and nontoxic lifestyle!