Interview

Susie Wang Founder of 100% Pure

We caught up with the busy entrepreneur to chat about her new career, her favorite products and her beauty and wellness advice for this winter.

100% Pure was created when a young woman working at a large cosmetics company discovered how toxic some of the chemicals used in cosmetics can be.
Susie Wang was formulating an eye cream when a chemical spilled onto the lab table and eroded it. At that precise moment, she decided that one day she would create her own cosmetics line. 
100% Pure was launched in 2005 and is considered today as a reference in natural skincare.
Free of harsh detergents, artificial fragrances, chemical preservatives or any other toxin, 100% Pure is also a green company with biodegradable formulas and environmentally friendly materials.
We caught up with the busy entrepreneur to chat about her new career, her favorite products and her beauty and wellness advice for this winter.

What made you decide to start using natural products / When did you get that ‘green calling’?

In college, I discovered a way to stabilize natural ingredients from oxidizing so I filed patents and soon started getting calls from
all the big cosmetic companies who recruited me to formulate for them.  I put college on hiatus and started my career as a cosmetic
formulator and had the opportunity to work for the biggest cosmetic brands.  There, I discovered how dangerous and toxic most of the chemicals in cosmetics were so I decided to create 100% Pure.

We have very high standards for the quality of ingredients we use.  I’m also constantly researching and testing every ingredient.

What made you decide to start your own company of natural cosmetics?

I felt the need to create the healthiest products in the world that were made with the highest quality ingredients – and that’s exactly what 100% Pure is.

How do you stay educated on the best ingredients to use in your products?

I visit our main raw ingredient suppliers to inspect their processing and we obtain their updated organic and non GMO certification every year.  We also test every individual ingredient to make sure there’s no contamination and for chemical pesticides / fertilizers.  We have very high standards for the quality of ingredients we use.  I’m also constantly researching and testing every ingredient.

What is your daily wellness routine? 

Mostly everyday, I exercise for an hour doing some cardio and then I usually go to the steam room and stretch.  I love steam rooms because they’re silent and good for my skin.
I also love taking long walks with my dogs.
My diet is organic, vegan and plant based.
I went to the hospital recently for a thorough check-up and to check on my fertility since I’m thinking of having children soon and my body is acting decades younger than I actually am (I believe it’s because of my vegan, organic, plant based diet).

What are your do’s and don’ts with food?

I never, ever eat processed foods.  I stay away from meat because when meat is slaughtered, the meat gets hosed down with a chemical solution of preservatives to keep the meat fresh.  A lot of people don’t know this.  I also stay away from meat for humane reasons.
My typical breakfast is oatmeal  or yogurt parfait with fresh berries; my lunches are primarily salads with a bowl of soup and my dinners vary – depending on what my date wants to eat.

Any makeup favorite for the season?

100% Pure makeup is colored from fruit pigments which are high in antioxidants and vitamins – so all our makeup is extremely nourishing and good for you.
My most favorite thing right now is our fruit pigmented lip & cheek tints!  I use the peach color every day.
It gives my cheeks and lips a pop of peachy pink.
I also LOVE our mascaras – they’re amazing because they’re colored from micronized black tea leaves and the formula is 100% natural yet they really lengthen my lashes drastically without smudging or smearing all day.
Another favorite is our water foundation because it’s just a wash of color and very light on coverage which is perfect for me.

In my handbag, there’s currently a peach lip & cheek tint, lychee lip glaze, virgin coconut hand buttercream, and our oil blotting paper.

What 100% Pure products can we find in:  – your handbag  – at your office  – on your bedside table?

I always carry our organic rose hydrosol – I mist it on my skin constantly.
In my handbag, there’s currently a peach lip & cheek tint, lychee lip glaze, virgin coconut hand buttercream, and our oil blotting paper.

What are the 100% Pure skincare products that you recommend to our readers for the winter? 

Organic Flaxseed cleansing oil. Wet your face and massage a few pumps of this oil onto your skin and it washes away makeup while leaving your skin moisturized.
Superfruits scrub + mask is amazing – I use this scrub every other day and my skin is smooth and soft.
My favorite moisturizer is the Brightening night balm – it’s not for everyone because it’s extremely rich – a solid butter that might be too thick for some people but it’s my favorite night cream because it brightens, softens and plumps my skin.

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