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100% PURE is a California-based beauty brand focused on creating clean, cruelty-free, and plant-based beauty products. Founded in 2005 by Susie Wang, James Wang, and Richard Kostick, they aim to provide healthy skin care, color cosmetics, and bath/body products without harmful toxins, artificial colors, or synthetic chemical preservatives. Their mission is to produce the purest, healthiest products while educating consumers about the importance of clean beauty.