SUSIE WANG

Purity Cosmetics.  Brand : 100% Pure
Founder & Chief Creative Ambassador

AN IDEA IS BORN

Having grown up with her Geisha grandmother in Japan, Susie did not grow up like a typical child. Perhaps because of her regular weekly visits to Japanese bath houses or perhaps because instead of traditional western education, Susie’s studies included herbs, teas, sake, trees, flowers, and other beautiful things of nature; or maybe because Susie has been an avid gardener since she was 5 years old, growing her own berries to make facial masks … these could all be the inspirations of how she founded 100% Pure.

Susie’s grandmother sent her to live in San Francisco when she was 15 because she didn’t want her beloved granddaughter to follow in her footsteps. Homesick and lonely, Susie spent her spare time rescuing animals and volunteering at animal shelters. Her love for animals is still a big part of her life today and her ultimate mission is to help as many animals as possible.

While studying at the University of California at Berkeley, Susie accidently discovered her calling. Susie wanted to protect her skin from aging with one of the heavily advertised Vitamin C serums that were sold in upscale department stores. In the process of using her Vitamin C that she had to save a week’s worth of lunch money to buy, she got upset when noticing that the serum started turning brown after a week from opening. Susie knew the serum turned brown from oxidation. She realized when oxidation occurs, it not only has no more Vitamin C power but that you’re actually applying free radicals directly on the skin. Susie was upset at how cosmetic companies were misrepresenting what they were selling. So, she discovered a way to stabilize all natural ingredients from oxidizing in skincare and patented this technology. As soon as she patented this invention, some of the world’s largest cosmetic companies began courting Susie which is how she started working for them as a skincare formulator and product developer.

TRUTH IN COSMETICS & 100% PURE INTEGRITY

A typical day in the lab, Susie was formulating the “next big eye cream”. She accidently knocked over a vial of a chemical that was to go into that eye cream onto the lab table. Within a few minutes, the chemical eroded the lab table. Shocked that the ingredients used to formulate cosmetics were harsh enough to eat away a lab table, Susie began digging for answers. She soon discovered that many chemicals that were widely used in cosmetics were proven to cause cancer, tumors, irritations, and other skin disorders. In addition to using toxic chemicals, Susie witnessed formulas only having just a dash of the active ingredients they were advertising and that most formulas were diluted with mostly water, thickeners, emulsifiers and other cheap fillers to “economize.” Furthermore, Susie was outraged that many companies would claim “no animal testing” because even if the final formula itself was not tested on animals, many of the ingredients were indeed tested on animals. Since 100% Pure products are made with pure food grade ingredients such as fruits, honey, seaweeds and other natural herbs – these food grade ingredients were never required animal testing.

After being exposed to the manufacturing process of cosmetics, Susie chose to uphold her integrity, walk away from millions of dollars in offers, and make her life mission to create pure, effective, and cruelty-free products.

REVOLUTIONARY FRUIT PIGMENT COLOR COSMETICS

Susie Wang’s “spark of genius” for the use of fruit and vegetable pigments in makeup occurred while she was in her organic garden picking blackberries and noticed how the berries stained her fingers. The idea of fruit and vegetable pigmented cosmetics is revolutionary and one of the most significant innovations in makeup because all other cosmetics are made with either FD & C Colors (synthetic dyes) or minerals. Why are fruit and vegetable pigments such a big deal? All of the antioxidants and vitamins in fruits and vegetables are in the actual pigments, so you will be applying all the healthy nutrients of the fruits and vegetables directly on your skin! From this discovery, Susie created an entire line of all natural patent-pending fruit and vegetable pigmented color cosmetics under the 100% Pure brand.

ABOUT PURITY COSMETICS

Manufactured in their own plant in Oakland, CA, or in New Jersey and with her home office in Atherton and other offices in Napa and in Paris; 100% Pure formulates truly 100% Pure, vegan (or vegetarian when cruelty free honey is in formula), synthetic fragrance free, paraben free, toxic free and the most concentrated formulas possible without the use of water, thickeners, emulsifiers or any other cheap fillers. Cruelty-free 100% Pure products are never tested on animals. As a matter of fact, it is the company’s mission to help and save animals. 100% Pure makeup brushes are cruelty free vegan brushes made from anti-bacterial synthetic fibers instead of commonly used animal fur such as sable, fox, mink, squirrel, rabbit and any other animal fur. They have even rescued and placed 21 dogs in loving homes last year alone, as well as given financial aid to those who need it for medical aid for their pets. Their long term goal is to open up an animal sanctuary to further help their mission to help animals.

A BEAUTIFUL FUTURE

100% Pure is scheduled to open its second 100% Pure namesake store at Santana Row in San Jose CA, an upscale, outdoor shopping center with neighbors like Gucci, Burberry, Anthropologie, Priscilla of Boston, Ferragamo and others. Their first store is located at College Avenue in Berkeley. 100% Pure has doubled in revenue ever since its launch in 2005, proving they are one of the leaders in the organic skincare/cosmetic industry, with no possibility of slowing down.

Another exciting project in the works is a fashion line that Susie is launching Spring 2011 (debuts Fall 2010) after raving compliments from a Vogue Fashion editor. Susie’s designs are sexy, whimsical and French inspired which she’s expressing through recycled materials, and vegetable dyed textiles. Another pet project that Susie’s working on are books of several kinds.

Availability: 100% Pure is available at www.100percentpure.com,100% Pure retail store in Berkeley,CA and in Santana Row in San Jose, CA (opening June 2010), CVS's Beauty 360, QVC home shopping channel, ULTA, Bathandbodyworks.com, Fred Segal, and other fine boutiques and spas worldwide.
For Press inquiries, please contact:
Daisy Seferoglou
pr@puritycosmetics.com
510-836-6500