People who know me might not realize that I am a makeup junkie as I keep my look pretty minimal and natural. But step into my bathroom and start opening drawers, and you’ll find the evidence of my habit. Nowadays you’ll discover natural makeup there, but in the past I have worn many, many brands, including drug store finds and high end department store splurges so I know what works, for me at least. At times I hanker for a cosmetics shopping excursion to Nordstrom’s, because let’s be honest, going to Whole Foods to play at the Dr. Hauschka display isn’t quite the same. Lucky for you Bay Area readers who can have the best of both worlds at the 100% Pure Boutique.

Even though going to the 100% Pure Boutique in Berkeley might not be as sexy as a trip to the Chanel counter, I did find it equally as enticing.  The shop is light-filled and friendly and all of the make-up is displayed in the back, my danger zone! Their makeup is on par with anything I have ever used, with one salient difference, their ingredients are 100% pure and natural. And there’s no greenwashing here. 100% Pure does not use synthetic chemicals, chemical preservatives, artificial fragrances, artificial colors, or harsh detergents. Additionally, all of their products are biodegradable, vegan, and cruelty free. Susie Wang, the founder of 100% Pure, has a statement on their website regarding their charitable giving which is concentrated on improving the lives of needy animals.

After my visit this past December, I walked out of their boutique with a gel eyeliner in Shimmery Chocolate (see pic at left, it’s the one at the bottom). Their gel eyeliners come in a glass pot with a black cap, similar to Bobbi Brown’s. But unlike Bobbi Brown’s eyeliner (or Stila for that matter), 100% Pure’s is much easier to apply.

It goes on smoothly and does not smudge. It’s also easier to build the color so I can control the intensity with greater ease than others I have tried and it does not take repeated attempts at washing your eyeliner brush to get it clean. (I simply wipe it off with a tissue and it’s good to go). Shimmery Chocolate is a beautiful deep brown with subtle shimmer. I have since acquired Blackberry and Silver Star and both are just as pretty as Shimmery Chocolate. Blackberry is a gorgeous deep purple that gives a more dramatic eye and Silver Star is a charcoal gray with a silvery luminosity that is buildable like Shimmery Chocolate, making it effortless to play with your look.

I am also in love with 100% Pure’s pressed eyeshadows. Their colors are mostly neutrals, tastefully shimmery and have a smooth and creamy texture. I only have personal experience with the three that I own, Vanilla Sugar, St. Tropez and Cocoa Plum. Vanilla Sugar is perfect for a fleshy champagne wash. Anything more than that, and it tends to get a little chalky. But a once over with Vanilla Sugar lasted the day which is impressive as my lids make everything crease! St. Tropez is a taupey bronze that is beautiful on the lower lash line for a flash of subtle color. And Cocoa Plum is the eyeshadow I have been waiting for, an easy to wear and easy to apply, deep burgundy-chocolate. In the above photo (it’s on the right) Cocoa Plum appears more plummy than it actually is, it definitely leans more cocoa. Cocoa Plum is practically a dupe for Stila’s Twig which I love but have always found hard to manage. Cocoa Plum, like the Shimmery Chocolate eyeliner, is very versatile and easily layered. These three colors make my brown eyes stand out with a natural, cocoa glow.

Whatever look you are going for, I cannot recommend 100% Pure’s Mascara highly enough. Their Black Tea is especially exceptional. It gives length like no other mascara I have used. Dr. Haushka’s Volume Mascara gives a little more volume, but if you apply a few coats, you’ll have amazingly dark, long, full lashes. They have improved upon their brush which grips the lashes snugly and doesn’t make a mess when putting the wand in the tube or taking it out. The tube itself is silver with a white floral design that is both elegant and playful. It’s pictured above in my first photo.

100% Pure is carried at some Bath and Body Works, which is fun for testing and checking everything out. But if you want to go for it and order from their website, they have a 30 day return policy. And rest assured, opening up a box of 100% Pure goodies is as pleasurable as an afternoon at Nords.

100% Pure gel eyeliners are $18, pressed eyeshadows are $15 and full-size mascaras are $21. I got my goods from their website and boutique.

Posted by ~Trish. Photos are my own.