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6 Questions for 100% Pure’s Founder Susie Wang


Susie Wang is making a serious splash in the cosmetics world. In addition to founding 100% Pure, a line of all-natural skincare essentials, this Berkeley grad rescues dogs, champions earth-friendly causes, and isn’t afraid to rock a bold lipstick. 

We asked the superchic entrepreneur about her makeup inspiration, the products she can’t live with out, and much more. 

Where were you in your life when you decided to create 100% Pure?

I was working at a large, publicly traded cosmetics company formulating beauty products. While working there, I learned that a lot of brands rely on carcinogenic, toxic ingredients, and I felt the need to create products that were 100% pure, free of any toxins, healthy for people, good for the environment, and cruelty-free. 

What’s your daily skincare routine?

In the morning, I rinse my face with a quick splash of water and follow with a cooling spritz of Organic Rose Hydrosol. Next up, I smooth on a few drops of Super Fruits Serum and gently pat Coffee Bean Eye Cream beneath my eyes. To even my complexion, I apply Tinted Moisturizer in Peach Bisque and finish with my favorite lip gloss: Sheer Cherry. At night, I use the Brightening Cleanser and Scrub and moisturize with Super Fruits Eye Balm and the Brightening Night Balm

Is there one product that is always in your handbag?

It’s too hard to choose just one! But I never leave home without Organic Mint Lip Balm, Oil Blotting Paper, and Cranberry Lip & Cheek Tint

Where do you find the inspiration for your products?

Naturally, nature is our inspiration. We look for healthy fruits, vegetables, seeds, teas, and herbs that nourish our bodies to also nourish our skin and hair, and even use them to create color cosmetics. 

What are some of the benefits to using all-natural products? 

Whatever you apply on your skin gets absorbed into your bloodstream.  So, if there are things you wouldn’t eat, you shouldn’t put it on your skin either.  A lot of chemicals are very toxic, so the benefit of using natural products is the same benefit of eating fruits and vegetables versus junk food.  

What’s the best beauty advice you’ve ever received?

Smile! Because people will feel always feel more comfortable with you.  


Instantly soothing and supernourishing, 100% Pure’s Body Cream uses vitamins and fruit oils to soften rough skin and quell dryness.

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