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Best of 2017 Beauty

We’re highlighting the top ten best-selling beauty products of the past year. These superstars of natural beauty will keep shining into the new year.

When the clock struck midnight, just like that, 2017 was officially over. Whether you were huddled together in a crowd watching the official ball drop or snuggled up on the couch with your fur friends (and human ones too), 2017 was quite a year to look back on. With every closing, we can’t help but reflect on what came and what is to come. There were plenty of ups and downs, but always some constants throughout the year; a monthly hiking meetup, ladies coffee date or self care Sunday rituals. It’s the tried and trues that help level out the highs and lows of it all. With that in mind, we’re rounding up the top natural beauty products of 2017. Did your stand-by’s make the list? If not, it might be worth taking a peek at what’s been trending this past year in green beauty. It’s only day 4 of 356, so you’ve got plenty of time to explore.


The one thing that all of our 100% PURE® top beauty products have in common is that each formula is chock full of healthy ingredients, good for your skin, and loaded with beneficial nutrients. 2018 can be the year you kick synthetic and toxic ingredients to the curb and choose to use fruits, vegetables, and vitamins. Doesn’t the new year already look a little brighter?

Top 10 Beauty Best-Sellers of 2017

#1 Fruit Pigmented® Healthy Foundation

Our patented fruit pigment method uses a blend of fruits, vegetables, and cocoa to extract natural pigmentation, creating flawless foundation shades. Our natural foundation formulas are both gentle and safe for skin, with the added bonus of vitamins and nutrients. Created in a base of soothing aloe vera, our natural full coverage foundation is a liquid formula that dries to a matte powder finish for velvety soft skin. New year, new you? Check out our handy guide on how to contour with natural makeup. We’re also including a quick foundation cheat sheet to get you to 2018 flawlessness.

Foundation Guide:
Skin Type: Normal to Oily
Coverage: Full Coverage
Finish: Matte
Shade Range: 9
Fruit Pigmented Healthy Foundation: Alpine Rose: Fair skin with pink undertones 
Fruit Pigmented Healthy Foundation: Creme: Ivory skin with yellow undertones 
Fruit Pigmented Healthy Foundation: White Peach: Light skin with yellow undertones 
Fruit Pigmented Healthy Foundation: Sand: Light to Medium skin with pink to neutral undertones 
Fruit Pigmented Healthy Foundation: Peach Bisque: Medium skin with an olive undertones 
Fruit Pigmented Healthy Foundation: Golden Peach: Medium to Tan skin with a yellow undertones 
Fruit Pigmented Healthy Foundation: Toffee: Tan skin with a neutral undertones 
Fruit Pigmented Healthy Foundation: Mousse: Tan to Deep skin with a yellow undertones 
Fruit Pigmented Healthy Foundation: Cocoa: Deep skin with a neutral undertones
Are you looking for a different coverage or formula type? Say no more. We’re rounded up all our 100% PURE natural foundation formulas in one mega makeup guide. Stumped on what foundation shade you might be? Take a clean face photo in natural light, and email it on over to our lovely team. They’d be happy to color match you!

Worth Every Penny.

“I love this foundation. This is my third. It has just enough coverage yet still looks natural and it doesn't even feel like I have makeup on. The ingredients are so clean too so I don't feel bad wearing it all the time! It doesn't clog my pores or give me wrinkles like some of the other natural brands I've tried. I also love the way the packaging pumps the product out and let's me use up every last bit!”

- Leslie K., Verified Buyer of Fruit Pigmented® Healthy Foundation in White Peach


Love it!

Excellent coverage. I use the Mattifying Primer and application is very smooth. It is not as easy without the primer, however. I have oily skin and large pores and it really hides them well and does not oxidize. Color is a good match for me but I need a little bronzer to make it look even more natural. I do not touch it up throughout the day at all and it looks good at the end of the day. I especially love that it is silicone free. It took me about 40 years to figure out that silicone wreaks havoc on my skin. I love to try new makeup but I think I am going to stick with this one!!

- Teresa R., Verified Buyer of Fruit Pigmented® Healthy Foundation in Sand


#2 Fruit Pigmented® Foundation Powder

Are you surprised? We’ve got another natural foundation in the top spot and for good reason. Recent converts or O.G.’s of our natural powder foundation agree this lightweight face powder will give you flawless, beautiful coverage. Best described as silky and non-drying because of rice starch mixed with melted avocado butter. While most powder foundations lead to cake face or dry patchy spots, the hydrating and moisturizing qualities of avocado butter prevent skin from drying out or settling into wrinkles.

Powder Foundation Guide:

Skin Type: Normal to Oily
Coverage: Medium
Finish: Matte
Shade Range: 8
Fruit Pigmented Foundation Powder: Creme: Fair skin with yellow undertones 
Fruit Pigmented Foundation Powder: White Peach: Light skin with yellow undertones 
Fruit Pigmented Foundation Powder: Sand: Light to Medium skin with neutral undertones 
Fruit Pigmented Foundation Powder: Peach Bisque: Medium skin with a yellow undertone 
Fruit Pigmented Foundation Powder: Golden Peach: Medium to Tan skin with a neutral undertone 
Fruit Pigmented Foundation Powder: Toffee: Tan skin with neutral undertones 
Fruit Pigmented Foundation Powder: Mousse: Tan to Deep with yellow undertones 
Fruit Pigmented Foundation Powder: Cocoa: Deep with a neutral undertone


Light, Full Coverage.

“This is the first product I've tried. I was a little nervous because I don't usually buy foundation online but I was PLEASANTLY SURPRISED at how well the color matched my skin and how just a little covered my blemishes. It doesn't cause me to breakout and it doesn't cake up when I'm particularly sweaty on some days. It covers really well and stays put. The color that I saw on the website is the color I received in the mail and I’m really happy about that. I'm looking forward to trying other 100% PURE products. Two thumbs up from me!!”

- Lecreatia B., Verified Buyer of Fruit Pigmented Foundation Powder in Cocoa


My Go-To.

“This has been my go-to for a couple years. Quality, medium coverage, I can count on it.”

Amy B., Verified Buyer of Fruit Pigmented Foundation Powder in Créme

#3 Cocoa Butter Matte Lipsticks

Are you matte obsessed? Do you also swoon over dusty rose, warm toffee and neutral brown hues? Our rich fruit pigmented semi-matte lipsticks have been a top-seller since their launch last fall! We’ve formulated bold, on-trend lipstick shades so you don’t need to compromise beauty for your health. “Most matte lipsticks contain tons of toxic chemicals and are full of heavy metals. Being that 100% PURE lipsticks are colored from berries, the heavy metals and toxins are not a concern with 100% PURE formulas," says Susie Wang, co-founder of 100% PURE. Forget what you know about conventional matte lipsticks that leave your lips dry, cakey, and flakey. We’ve formulated our natural lipsticks in a velvety, hydrating base of cocoa butter and shea butter to moisturize your pout. We’d recommend pairing your favorite matte lipstick with our newly released natural lip liners. It’s a match made in heaven.


Super Soft and Hydrating!

“I have been wearing the lipstick at work all week, and I have never had my lips feel so soft! And the last power of it is awesome! I ate and drank, and my color stayed on. I love that the lipstick has healthy ingredients too. Definitely going to buy more shades.”

- Maria, Verified Buyer of Cocoa Butter Matte Lipstick in Sahara


Smells Amazing.

“I bought this lipstick at the 100% PURE location in Roseville last week. First of all, it's my very first "green" lipstick! I've never had a lipstick that smells so delicious- literally smells like a berry smoothie. The color is vibrant, goes on smooth, and doesn't make my lips feel dry at all! I probably do a retouch one or two times a day. Love love love, never going back to other types of lipsticks.”

Tanya L., Verified Reviewer on Cocoa Butter Matte Lipstick: Winecup

#4 Fruit Pigmented® Ultra Lengthening Mascara

Is there CI 77499 in your mascara? You’ll only find organic black tea coloring in ours! Take a peek at your favorite mascara’s ingredient list. Are there artificial and harmful colorants hiding in that list? Trade out icky for healthy pigments from black tea leaves. With 1,800+ reviews, our natural black mascara lengthens, strengthens and condition your lashes with vitamins and healthy fruit pigments. No clumping, smudging or flaking.



Excellent Mascara!

“This mascara goes on easily, and you don't need a ton of product to see great results! My lashes look longer and thicker. Not waterproof, but it does do a good job of not running down under my eyes during a sweaty work day. Will buy again!”

Hazel M., Verified Buyer of Fruit Pigmented® Ultra Lengthening Mascara in Black Tea


New Favorite!

“This is my first time purchasing a mascara from 100% Pure and I'm thrilled with my decision. It gives my lashes the perfect length and definition without looking unnatural. The smell is also wonderful and it's a dream to take off. Will be buying again when I run out!”

Melissa L., Verified Buyer of Fruit Pigmented® Ultra Lengthening Mascara in Blackberry

#5 Coffee Bean Caffeine Eye Cream

It’s all in the numbers and we’re about to insert a little humble brag here. With over 1,000,000 tubes sold, we’re excited to feature our top-selling natural eye cream. The proof is also in the clinical studies. Our #1 hero skincare product, Coffee Bean Caffeine Eye Cream, is in a skincare category of itself. The cult-like following of our natural eye cream product is not to be taken likely. There’s a reason fans keep buying tube after tube. It works and they know it and clinical studies have proven it. We put our Coffee Bean Eyes Cream through a four week, independent clinical study and we’re more than proud of the results:

  • 83% saw immediate reduction of puffiness

  • 97% saw reduction of puffiness with continued use

  • 73% saw an immediate reduction of dark circles

  • 87% saw reduction of dark circles with continued use

  • 87% say they look more 'awake, rested and refreshed'

  • 80% say that it instantly helped reduce the look of lines and wrinkles around the eye area

  • 97% say skin around their eyes was softer and smoother

  • 93% say it reduced the appearance of fine lines and wrinkles with continued use

  • 100% say it improved skin hydration and moisturization

  • say it improved skin firmness/elasticity

  • say that the eye cream absorbs well



Literally so obsessed with this eye cream. Will buy it forever.

Kim B., Verified Buyer of Coffee Bean Caffeine Eye Cream


Younger Looking Eyes.

“Having used the Coffee Bean Caffeine Eye Cream for the past 10 days, I am truly impressed by how it decreases puffiness and fine lines around the eyes. My eye area now has a younger, fresher look. I love this product!”

Barbara H., Verified Buyer of Coffee Bean Caffeine Eye Cream 0.3 oz


Lovely Eye Cream.

“I used this a few years ago and then tried other eye creams in between. Coming back to it has confirmed to me that it is my favorite of all the “natural” eye creams I’ve tried. It has a pleasant scent (I’m very fragrance sensitive) and seems to really soothe and restore my under eye area."

Vanita J., Verified Buyer of Coffee Bean Caffeine Eye Cream

#6 2nd Skin Foundation

This foundation is aptly named “2nd Skin” because of its lightweight, barely-there feeling on skin. The formula contains olive squalane, which is similar to the skin's own natural oils. This natural foundation’s formula helps to plump skin to diminish appearance of fine lines, and contains the skin-nourishing vitamins and antioxidants found in fruit and vegetable pigments.

Skin Type: Normal to Dry
Coverage: Medium to Full
Finish: Satin
Shade Range: 7
Shade #1 (formerly Sand): Light complexion with warm gold undertones 
Shade #2: Light to Medium complexion with neutral, light peach undertones 
Shade #3 (formerly Golden Peach): Medium complexion with warm gold undertones 
Shade #4 (formerly Peach Bisque): Medium complexion with warm olive undertones 
Shade #5: Medium to Deep complexion with neutral tan undertones 
Shade #6: Deep complexion with cool undertones 
Shade #7 (formerly Cocoa): Deep complexion with rich warm undertones



“I tend to have oily skin on the T Zone and this foundation helped keep that oiliness down in that area. On top of it, it gave me GREAT full coverage without looking cakey or thick on the skin. It went on easy and stayed on all day! It is true that you have to shake the bottle before using it to get the best use of the foundation. I was so pleasantly surprised on the great coverage for such a lightweight, moisturizing, and thin foundation!”

Liliya D., Verified Buyer of 2nd Skin Foundation in Shade 4

#7 BB Creams

Our luxurious BB cream provides moisturizing, sun protection, and luminous coverage all in one. Great for flakey or dry skin, our creamy and nourishing BB Cream will not accentuate fine lines or wrinkles. It helps to cover lines, scars, and provides SPF 15 coverage to protect skin from sun’s UVA and UVB rays. Gives you a glowing, flawless, and illuminated complexion.

BB Cream Guide:
Skin Type: Normal to Dry
Coverage: Medium to Full
Finish: Dewy
Shade Range: 3
BB Cream Shade 10 Luminous SPF 15: Light skin with yellow undertones 
BB Cream Shade 20 Aglow SPF 15: Medium skin with yellow undertones 
BB Cream Shade 30 Radiance SPF 15: Tan with a yellow to neutral undertones


So Surprised By This!

“Coverage is absolutely amazing! I'm surprised every time I put it on. Will definitely be repurchasing. I can even see that it's improving my skin after wearing it. And it's so easy to apply!”

Kellie E., Verified Buyer of BB Cream Shade 10 Luminous SPF 15

    Great product!

“Goes in smooth and light. Doesn't feel like your wearing heavy makeup!! Love that it has SPF!”

Amy S., Verified Buyer of BB Cream Shade 30 Radiance SPF 15


#8 Bamboo Blur Tinted Moisturizer

Hydrating, lightweight coverage from aloe and natural fruit pigments make for a perfectly wearable, natural tinted moisturizer. Skin nourishing ingredients like pomegranate and avocado seed oil provide antioxidants and moisture, while purely natural bamboo silicadiffuses pores, smoothes fine lines, and creates a divinely soft-focused look. Read more about Bamboo Blur Tinted Moisturizer and why it might be the foundation for you. If you are following the matte makeup trend, you’ll want to pop over to read our makeup how-to spotlight.

Skin Type: Normal to Oily
Coverage: Medium
Finish: Matte
Shade Range: 6
Bamboo Blur Tinted Moisturizer: Creme: Light skin with neutral undertones 
Bamboo Blur Tinted Moisturizer: White Peach: Light to Medium skin with yellow undertones 
Bamboo Blur Tinted Moisturizer: Sand: Medium skin with neutral undertones 
Bamboo Blur Tinted Moisturizer: Peach Bisque: Medium to Tan skin with olive undertones 
Bamboo Blur Tinted Moisturizer: Golden Peach: Tan skin with yellow undertones 
Bamboo Blur Tinted Moisturizer: Toffee: Tan skin with a neutral undertones

Best Ever.

“I have combination acne prone skin and I've always struggled with foundation. Most foundations/tinted moisturizers make me break out or dry my skin out significantly. Not this! It's smooth and wears on my skin all day without drying or causing more breakouts. I love it!”

Denae H., Verified Buyer of Bamboo Blur Matte Makeup in Créme


Great product and great for my skin!

“This tinted moisturizer is perfect for me because I like some coverage but not too much. Also, it’s great for my skin! I love how there are NO harsh chemicals or ingredients to harm my skin, especially with sensitive skin.”

Angie D., Verified Buyer of Bamboo Blur Matte Makeup in Créme

#9 Luminous Primer

If you’re still on the fence about whether or not you should be adding a Makeup Primer into your makeup routine, we’re here to give you the gentle nudge to kick your makeup game into high gear. Our Luminous Primer is the unsung and unseen hero of your makeup bag: more of a behind-the-scenes coordinator that hangs backstage while everyone else plays a starring role (looking at you, Poppy Lipstick). All the center stage stars know that long lasting makeup wouldn’t be possible without good ol’ Primer holding it all together in the background. Did we mention it’s also packed with red wine resveratrol?


Love This with the Healthy Skin Foundation.

“I have never been a person who ever used primers more than once when I bought them. They made me feel like I had a film on my face, made me break out, and didn't do anything to make my foundation look any better or last any longer. However, I recently bought the Healthy Foundation and wanted it to last a full 12 hours on my days when I'm at work and school from 9am to 9pm. This not only really makes my makeup last, but it makes it look more natural and luminous. It doesn't break me out and feels so good on my skin. I have dry skin and this hydrates it and creates a great base. Will absolutely be purchasing again.”

Devon, Verified Buyer



“This primer is the best! I have dry more mature skin and I’ve tried almost every primer out there!! One pump is all I need; it fills in my small pores, gives my face a dewy look and keeps my makeup on ALL DAY! I swear the first time I used it my makeup lasted 10 hours!!”

Alison S., Verified Buyer

#10 Bamboo Blur Powder

Our Bamboo Blur Powder is made with only 100% bamboo silica. Bamboo is a superbly eco-friendly, renewable and versatile plant. It’s actually a giant grass that grows easily and rapidly! Its uses range from building materials, clothing, a beneficial food supplement and more recently, a superstar skincare ingredient! Our bamboo silica is a white powder that comes from within the bamboo stalk. Bamboo extract is the richest and most bioavailable source of this essential nutrient, containing 70% organic silica! Read more about this fast growing wonder plant that took the leap into natural makeup.


Redness Be Gone!

“I have fair, acne prone skin and this blur powder makes it look almost flawless. After using foundation I use just a little (make sure to dip lightly and knock off the extra) and the result is perfection. Could not live without this!”

Courtney, Verified Buyer


The Best Powder!

“This blur powder is so amazing, it immediately reduces shine and makes your skin as smooth as porcelain. Even works well to add volume when dusted on eyelashes. Best of all it's good for your skin!”

Evelyn B., Verified Buyer


Top 5 Honorable Mentions

Fruit Pigmented® Pomegranate Oil Anti Aging Lipstick

Pomegranate is one of our favorite fruits for so many reasons: it’s chock-full of potent fruit pigment as well as vitamin c and anti-aging antioxidants. We’ve formulated our Fruit Pigmented Pomegranate Oil Anti Aging Lipsticks with super moisturizing pomegranate oil in a creamy base of shea butter; this super concentrated anti-aging formula will keep your lips soft with long lasting color. It’s basically a lip treatment that happens to be in your perfect lipstick shade. Do you know what's really in your natural lipstick? Unlike conventional lipsticks, our natural lipstick formulas are made without synthetic chemicals, dyes, preservatives or toxins. It’s a common misconception that natural means sacrificing wearability and durability, but we’re here with a very important message: there’s no need to sacrifice beauty for health when you’re choosing truly natural lipsticks!



“This lipstick is quickly becoming a new favorite. Lightweight, creamy texture that feels very comfortable and nourishing. Great color selection and simply a beautiful lipstick.”

Sandra B., Verified Buyer of Fruit Pigmented® Pomegranate Oil Anti Aging Lipstick: Bee Balm


Mattifying Primer

Did you ever think that seaweed would be in your natural makeup routine? Well if you aren’t using it yet, you’re going to want to make the switch to our Mattifying Primer. Our silicone free formula contains our current crush: seaweed collagen. This natural formula will leave you with a plumped base and noticeably minimized lines and creases for the perfect makeup canvas. If you still need convincing about primers in general, read our thoughts in our recent skincare post, under the section: 8 Reasons Why You Should Be Using a Primer.


Dear Mattifying Primer,

“I've never written a love letter to a primer so excuse me if I stumble over my words while I try to express how I feel for you. I have been looking for someone like you my entire makeup wearing life and now that I have you I never want to be without you. With you I never worry anymore about the glare from my shiny nose distracting everyone around me. With you my foundation goes on so smooth and stays beautiful all day long. If marriage to a primer was legal we would leave for Vegas tonight. I love you primer and I promise we will be together forever.”

Kanyla W., Verified Lover and Reviewer


Vitamin C Serum

Our beloved Vitamin C Serum is a fan favorite for enhancing skin’s youthful radiance and glow, and for good reason! This serum helps to boost collagen production, which is important to fortify and nurture starting in your late 20s, since this natural skin-firming process only slows down as we age. Our Vitamin C Serum also increases elasticity, brightens, and evens pigmentation. Potent antioxidants neutralize free radicals to block and reverse sun damage, and greatly reduce the appearance sunspots (aka ‘age’ spots) and discoloration

Top 3 Ingredients:

  • Vitamin C: powerful antioxidant shown to reduce quantities of sunburned cells, as well as age-related damage to skin

  • Vitamin E: protects skin from free radicals, moisturizes skin, and repairs and improves the appearance of damaged skin

  • Aloe: offers potent soothing, hydrating, and anti-inflammatory properties


Visible Difference.

“I'm close to 70 year old, light skinned, a little dryness here and there on my face. I've been washing my face and applying Vitamin C Serum every evening before bed for three weeks now. My husband began remarking about how good my face looked (this is unusual, believe me). It was unsolicited feedback - I'd told him nothing about my new product. I too had been noticing that my skin had become smoother, the pores smaller and the color more even. As for wrinkles around the mouth and eyes, it hasn't made them disappear but it has smoothed them out a little and made them a little less noticeable. It works extremely well for me.”

Hollis H., Verified Buyer


Multi-Vitamin + Antioxidants Ultra Riche PM Treatment

Our beloved >Multi-Vitamin + Antioxidants Ultra Riche PM Treatment cream isn’t solely a retinol product, but it’s packed with nutrients and vitamins, including the retinol-rich vitamin A. This ultra decadent, super luxurious cream is to be used at night, given the potency of vitamins A and C. Avocado, Sea Buckthorn and other deliciously rich oils will have you waking to supple, velvet-kissed skin come morning. Read more about the wonderful world of plant based retinol in our recent skincare blog.


I Love This Night Time Moisturizer!

“The consistency is perfect. It smells wonderfully fresh with a citrus hint, but mostly it's good for me, moisturizers well and I have no allergic reaction. I have had allergic reactions my whole life to chemicals, and I can trust 100% Pure to be 100% pure.”

Nancy W., Verified Buyer


Multi-Vitamin + Antioxidants Potent PM Serum

Vitamin C and Niacinamide are amazing ingredients for our skin, but these two superstar ingredients aren't usually combined in cosmetic formulations. That’s because the majority of cosmetic formulations use a Vitamin C that has a low pH level--around 2 to 3, which is considered more acidic--such as L-ascorbic acid. Niacinamide pH is a more neutral 6 to 7, which means the two are not normally compatible due to their different pH levels. However, because we use Magnesium Ascorbyl Phosphate, a stable form of Vitamin C, this ingredient has the same pH balance (6 to 7) as Niacinamide. That makes our serum highly stable with potent benefits. We’re putting our science lab coat on and deep diving into this revolutionary skincare technology.

Top Ingredients:

  • 10% Vitamin C: Boosts Collagen and Elastin production; Brightens

  • 10% Niacinamide: Increases ceramide levels for moisture and suppleness

  • 10% Vitamin E: Restores and protects from free radical, environmental damage

  • 1% CoQ10: Reverses sun damage

  • 1% Retinol: Lessens and prevents lines and wrinkles while helping to firm skin


Life Saver.

“I bought this product to complete my acne treatment, along with the Tea Tree Collection. After using it every night for almost two weeks I can say that a change is visible in the quality of my skin. First of all my skin is baby smooth, but most importantly it has helped fade the acne scars from over a year of dealing with cystic acne. Definitely a very good product! I can't go one night without putting it on, I may be addicted to its power :) Thank you 100% PURE for developing such amazing products!"

Ema, Verified Buyer

Did your favorite beauty bae make the cut? Not to worry, 2018 has just begun, and it’s time for you and your beloved natural beauty products to shine. Stay tuned for our next posts to find out what other new trends will be gracing the ‘18. In the meanwhile, glow on!