100percentpure is an online beauty shop selling cosmetics and personal care products, with an emphasis on natural, fruit and plant-based ingredients and a clean approach to beauty.
Range: makeup, skincare, body care and hair care products for everyday routines.
For whom: shoppers who read ingredient lists and want cleaner, more conscious beauty.
What sets it apart: pigments and actives derived from fruits and plants rather than heavy synthetic fillers.
How it sells: an online store with a browsable catalogue and delivery to the customer's home.