The founders own it outright and have said on the record that they are not venture-backed. Its cruelty-free claim is verified by both Leaping Bunny and PETA, so that part is checked by outside groups.
02
What's inside
Ingredients & Safety
Sulfate-free shampoos and conditioners colored with fruit and vegetable pigments instead of synthetic dyes. Formulas use plant oils and botanical extracts, and the brand is moving its line toward fully vegan.
Certifications
Leaping Bunny (Cruelty-Free)PETA Beauty Without Bunnies
✓
No listed ingredient is currently on our watch or caution list. This finding applies only to the ingredient list shown below and may not cover every product, variant, market, or reformulation.
Ingredient list reviewed
Safe Watch Caution
01Wateralso listed as Aqua, Purified Water
02Decyl glucoside
03Fruit and vegetable pigments
04Aloe
05Plant oils and botanical extracts
Formula scope: the disclosed ingredient list captured for this review. Formulas can differ by product, scent, country, and date; compare the current package with this list before deciding.
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Want another top-tier option? ATTITUDE in Shampoo & Hair Care currently meets our top criteria. Review its formula scope and cited records before deciding.
03
Who owns it
Ownership & Independence
100% PURE (Purity Cosmetics) was founded in 2005 in San Jose, California by Susie Wang, Ric Kostick, and James Wang. The company is bootstrapped and self-funded; CEO Ric Kostick has stated the company is not venture-backed and reinvests profits. We did not find EWG Verified, Made SAFE, USDA Organic, or B Corp status, so we do not claim those.
Ownership recordIndependent
Founder-owned100% PURE
Founded
2005
Headquarters
San Jose, CA
Control
Founder-owned and self-funded (Purity Cosmetics). Founders Ric Kostick, Susie Wang, and James Wang still own and run it. No outside investors.
04
Where to buy
Key Products
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Check the exact formula, size, seller, and availability on Amazon. Search links show results that may include other brands. Links open in a new tab.
100% PURE Kelp & Mint Volumizing Shampoo (8 fl oz)Kelp & Mint Volumizing Shampoo (8 fl oz)View product on Amazon →
