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Interview with 100% PURE Founder, Susie Wang

Angela Dubia

Posted on July 23 2016

    1. What inspired you to create 100% Pure?

When I was a freshman at UC Berkeley, I bought a Vitamin C serum and after a couple of weeks, it turned brown. I realized it had oxidized. Once oxidation happens, not only does the Vitamin C degrade and lose its potency, but it also turns into free radicals which is the very thing that damages your skin. I figured out a way to stabilize vitamins from oxidizing in skincare and filed patents. In doing so, I got the attention of three very large cosmetic conglomerates who recruited me. I dropped out of college and started working for the most prestigious beauty brands to invent new formulas and technologies.

One day, while formulating an eye cream, one of the chemicals spilled onto the lab table. After a few minutes, the chemical eroded the hard plastic lab table. If a chemical was so harsh to damage a lab table, I wondered what kind of damage it could do to human skin. This prompted my curiosity and investigation into finding out the ugly truth behind the beauty business. After discovering how many toxins are used in cosmetic formulations, I left the big companies to create the healthiest line of cosmetics in the world and launched 100% PURE. As an innovator, I continue to think up different technologies in cosmetics, such as the use of fruit dyes to color makeup instead of harmful synthetic dyes/minerals. It is this commitment to purity and uncompromising quality that remains at the heart of all our products.  

  1. If you could go back to the beginning of the creation of your brand what would you do differently?

Actually, absolutely nothing! Because my products are of the very highest quality, there isn't anything I would change. However, because my core focuses are product, quality and science, I wish I was better at business and a better manager; I love my team and wish I could do the best for them.  

  1. What advice do you have to offer for those entrepreneurs in the green beauty industry just starting out?

The very best advice I could give, above all, would be to focus on the BEST quality. People will buy anything once, but our repeat purchases happen from quality products and when customers are happy with the results.

  1. What is your most favorite skincare product you have created and why?

Multi-Vitamin + Antioxidants Ultra Riche PM Treatment. It's such a luxurious cream that gives my thirsty skin the intense hydration, deep moisture and nutrients it needs to stay healthy and youthful.  

  1. How do you juggle your life with such huge demands from your company?

In addition to 100% PURE, I'm also working on two other new brands with my boyfriend. So, I get to be next to my favorite person in the whole world and also get to bring my two puppies to work every day. My personal and professional life is all entwined, which I love!  

  1. What is your morning and evening skincare routine?


I usually just rinse my face and not use a cleanser

Organic Rose Hydrosol

Organic Argan Oil all over my face and my neck (because in Korean culture, we like the radiant/glowy complexion)

Organic Argan SPF 30 or BB Cream 10 Aglow


Argan Creamy Cleanser (with Facial Cleansing Brush)

Organic Lavender Tonique

Mask (I alternate between the Green Tea Water Bomb, Caffeine Mask, Ginseng Collagen Boost)

Vitamin C Serum

Multi-Vitamin + Antioxidants Ultra Riche PM Treatment


  1. How long will it take someone's skin to adjust to a new routine and line of skincare?

With our products, the skincare benefits are immediate and no adjustments are necessary. Skin continues to become healthier over time. What we put on our bodies, we consume--so we choose only the highest quality, healthy ingredients!

  1. What ingredients are never added to any of your products?

There are so many that we can't even list them all! The bottom line is simple: if it's unhealthy, it's not going in our products. Only healthy, highest quality ingredients are used.

  1. What is the best beauty advice you have received?

I grew up vegan, so I believe an organic, plant-based diet full of antioxidant-rich vegetables and fruits keep my skin youthful and healthy. My other beauty secrets: exercise, sleep a lot, drink a lot of water, don't stress, and I regularly go to Korean spas to steam and get a Korean body scrub, which buffs away all the dead skin cells off my skin (body only as it's too rough for the face).  

  1. What sets you apart from the sea of competition?

Our 9-step testing process I developed to ensure the very best quality:

*Step 1: tests for the purity of each individual ingredient to make sure there are no chemical pesticides, herbicides or fertilizers used on the raw ingredient.

*Step 2: tests for the cohesiveness of the ingredients because certain ingredients combined can cause a very negative chemical reaction. For example, a simple salt and a water soluble Vitamin C causes benzene.

*Step 3: tests for if the formula actually works. So if it says it moisturizes, does it indeed actually moisturize?

*Step 4: tests for irritability on the skin.

*Step 5: tests if it clogs pores.

*Step 6: tests for the packaging to make sure there are no toxins in the packaging such as BPA or phthalates.

*Step 7: tests to see if the formula degrades the packaging.

*Step 8: tests stability.

*Step 9: tests for stability of active ingredients.



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