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Natural Eye Makeup

Why natural eye makeup? Since the pores around your eyes are the smallest and most sensitive part of your skin! Our eye area is seven to ten times thinner than the rest of our face, hence why signs of aging appear around our eyes first. So, natural eye products only make sense. 100% PURE®’s natural eye creams address anti-aging concerns such as help reduce the appearance of wrinkles, fine lines, sagging, creepiness, puffiness, brightening dark circles. And our natural eye makeup accentuates your eyes, whether you want a natural, daytime look or a glamorous one for a night out on the town.

Healthy Eye Makeup

We’re definitely a little bit in love with our natural eye makeup. We’ve spent a lot of time tweaking our mascara and brow formulas to make sure they are clean, non-toxic perfection. With all the above mention, why not make the switch to a natural mascara, brow builder, or eyeliner? Natural eye makeup is a tricky category to perfect, but we think we’ve got it nailed. We’ve cut out all the nasty stuff that’s usually in conventional formulas. Imagine a long list of crazy chemicals that you wouldn’t want anywhere near your eyes: parabens, aluminum powder, formaldehyde, synthetic dyes, and coal tar (a known carcinogen) are just a few of the ingredients you’ll find in conventional formulas (which we’ve obviously nixed). Get the full scoop on what is (and what isn’t) in a healthy mascara in our The Best Natural Mascara for Lengthening Lashes. We’ve got you and your beautiful lashes covered.


Black Tea Leaves

Did you know that the base of many of our natural eye makeup products is micronized black tea leaves? How did we get that gorgeous jet black color for our Long Last Liquid Eye Liner: Black Tea from a tea plant? Follow along while we put on our science hat for a quick lesson in product formulation.

Our natural eye makeup products start out as a humble tea plant (Camellia Sinensis) growing on a lush hillside with other tea plant friends. When the tea leaf is at its prime growth, they are gently plucked and gathered into baskets. After harvesting, the fresh tea leaves are allowed to wither on racks in order to lose moisture content, before making their journey to the rolling machines. There, the withered tea leaves will be rolled into their distinctive twist. The purpose is to gently break the plant cells so enzymes can mix with the polyphenols and start the “fermentation” process.

Moving on, the tea leaves are now in the drying stage, where they are dried via forced hot air. Until this step, it’s all standard tea production process. To pick up after this production process, we reroute the tea leaf from its normal destination (a cup) and continue the process by finely chopping and blending the leaves until they become a super fine powder. This super fine powder is micronized black tea leaves. This dark powder is then mixed with water, where it’s brought to a boil. Similar to steeping a cup of tea, but this inky brew continues to boil down until it becomes a thick, sap-like liquid. Through this process of boiling off the water, the black tea leaves pigmentation becomes very condensed and opaque.

”The more you boil down the black tea, it turns into this extremely rich pigmented, resin-like material that becomes formable to the skin. This discovery was from a happy accident when I forgot about the puer tea that I was heating on the stove that got overcooked. All the water evaporated and left the remnants of the tea water, which were very gummy, and I soon realized this would be perfect to use as eyeliner.” 
- Susie Wang, Co-Founder of 100% PURE


Maracuja Oil

After giving the gross toxic ingredients the axe, we formed the base of our Maracuja Mascaraout of green tea leaf extract and vitamin E: both nourishing, lash-loving ingredients that won’t dry your lashes out or leave you with dreaded clumping or shedding (yes that’s a thing). Maracuja oil gives our formula its volume-friendly hydration, and rice bran powder and seaweed powder give your lashes thickness and length. Maracuja is a heavy hitter in natural cosmetic formulas, thanks to its hefty content of fatty acids that work as deep moisturizers and also have anti-inflammatory properties.

As an emollient, the oil is ultra light and absorbable, and rich in essential fatty acids like linoleic, oleic, palmitic, and stearic acids. It’s a great oil to use on hair, lashes, and brows, thanks to its super nourishing properties but ultra lightweight composition -- which means no greasy residue or heaviness (things to be wary of with mascaras, especially when your aim is volume or increased thickness). Choose between our three gorgeous shades, which we’ve formulated to work with a wide range of skin and eye tones: Maracuja Mascara: Black TeaMaracuja Mascara: Blackberry, and Maracuja Mascara: Dark Chocolate.

We’re also loving Maracuja oil in our Green Tea Fiber Brow Builder, which is an ideal product for building texture and volume into over-plucked brows (the early 2000’s pencil thin brows sadly did a permanent number on many of us). No stress though, because this product is literally a hair extension for your brows that will leave you with full, sculpted arches that are ready to serve fierce looks all night long. Bonus is the maracuja oil working to help you regrow and nourish existing growth. If you rock darker tresses, our Green Tea Fiber Brow Builder: Medium Brown is your shade. For lighter locks, go with our Green Tea Fiber Brow Builder: Soft Brown. Not sure how to deal with your brows? Check out our Quick And Easy Fixes For The Most Common Eyebrow Problems which will walk you through every possible brow woe (we are extremely serious about brows at 100% PURE).

Natural Eyebrow Makeup

If you’re searching for an eye brow product, we’re sure that our PURE, natural eye brow makeup will suit your needs perfectly. Looking amazing 24/7 can be hard work, but these items will give you effortless style and elegance.

Whether you’re looking for an eye brow gel, eye brow powder or a cruelty-free eye brow makeup brush, you’ll find anything you could possibly want within our range of products. And you can “brow-se” with a clear conscience, knowing that our ingredients are ethical and of the highest standard.

If you’re anything like us, you’re a discerning consumer who values products that are good for your skin and free of any harmful chemicals. There are no artificial preservatives or fragrances anywhere to be seen here; but natural pigments from fruits, vegetables, and herbs. Whatever your hair color, one of our premium, long lasting eye brow products is sure to be your brows’ best friend on the path towards natural, guilt-free beauty.

Sound too good to be true? Don’t worry, there are no prices to cause raised eye brows. Take a look at our range; you won’t be disappointed.

Natural Eyeliner

Looking for an eyeliner pencil that will last for ages and continue to give great results? Or perhaps you’d prefer some equally long-lasting liquid eyeliner? You’ve come to the right place, then, because here at 100% PURE®, we’re proud to present our impressive natural eyeliner range.

Our eyeliner features natural ingredients that are kind to your eyes, as well as being completely cruelty-free. 

Browse our range now if you want precise, long lasting liner with high pigmentation and the best natural ingredients. Whatever color you prefer and whatever mood you’re in, we’re sure there’ll be something to suit you perfectly, from Blackberry to Black Tea. Need a little more convincing?

Natural Eye Shadow

Your eyes can be one of your most striking and attractive features, so it pays to draw attention to your biggest assets. A well chosen, well-applied eye shadow can make all the difference to your overall look (and will be sure to attract admiring glances all day long)! Our natural eye shadow, like all of our products here at 100% PURE®, gives you all the benefits of this versatile beauty product.

Our awesome eye shadows provide a smooth, velvety finish that will leave your delicate eyelids feeling soft, moisturized and nourished with the finest ingredients from nature. Vitamins, antioxidants and healthy nutrients are just some of the beneficial additions to our products, without the chemical preservatives and synthetic additives present in so many other cosmetics.

Whatever your tastes or fave colors, you’ll be sure to find something that perfectly matches your personality in our wide range of eye shadows. Easy to apply, blend and layer--and colored with fresh smelling fruit and vegetable pigments--what’s not to love? Have a browse now; we’re sure you’ll find the perfect addition to your beauty regimen!

Natural Mascara

Luscious lashes are a key component when it comes to looking and feeling your best, and our amazing lengthening mascaras will accentuate your best features. Want to get your way with a simple bat of your lashes? Our enviable selection of natural mascara has the 100% PURE® stamp of approval, so you know it will be of a high standard, just like everything we put our name on.

Why bother with nasty synthetic preservatives or artificial colors when our healthy, pure and natural mascara is sure to satisfy your needs?

Our mascara helps lengthen and separate your lashes while coating them in healthy conditioners, for a result that will have everyone looking in your direction. If you’re after durability, then you can rest easy; our products ensure that you’re ready for anything life throws at you (while looking fabulous)!

Think that premium ingredients and ethical practices will come with a hefty price tag? There’s no need to worry because we care about your health and we provide affordable, yet eco-friendly options. Have a browse of our range now!