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Ingredient Glossary

Guaranteed PURE Guaranteed PURE

All 100% PURE™ formulations adhere to strict purity standards and will never contain harsh or toxic ingredients

Naturally Pigmented Naturally Pigmented

We source pigments from fruit, vegetables, tea, cocoa, and minerals to avoid commonly used heavy metal dyes and lakes

completely cruelty-free Completely Cruelty-Free

Our commitment to animal welfare means that we will never, EVER test on animals – and that our products will always be certified cruelty-free

Ingredient Sourcing Ingredient Sourcing

We go through a painstaking process to avoid animal-sourced ingredients and opt for vegan, cruelty-free alternatives

How We Define Natural:

An ingredient or formula composed of plant, mineral, and/or marine vegetation that undergoes chemical changes due to biological processes such as fermentation, distillation, and cold processing

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