Our take
Why We Trust This Brand
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.
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
We read every line on this label. Nothing here is on our watch or caution list — no synthetic fragrance, no flagged chemicals.
Full Ingredient List
- Water also listed as Aqua, Purified Water
- Decyl glucoside
- Fruit and vegetable pigments
- Aloe
- Plant oils and botanical extracts
Prefer a spotless pick? ATTITUDE in Shampoo & Hair Care is Clean Verified — every ingredient clean, with no recalls or lawsuits on record.
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.
Where to buy
Key Products
- Kelp & Mint Volumizing Shampoo View on Amazon →
- Glossy Locks Repair Conditioner View on Amazon →
- Coconut Milk Restorative Shampoo View on Amazon →
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