Brand story

100% PURE

WHO

Susie Wang

WHAT

An organic, cruelty-free beauty company featuring a range of thoughtfully-formulated skincare, makeup, and body products that are as pure as they are powerful.

WHEN

2005

WHERE

Napa, California

WHY

After witnessing the pervasive use of toxic ingredients and animal testing in the conventional cosmetic industry, Susie quit her job as a formulator to chase her true calling—creating a cruelty-free line of the healthiest beauty products in the world.

Q&A

Hometown?

San Francisco, California.

Morning ritual?

Kiss my pups, tell them good morning, and give thanks for another beautiful day!

Vacation spot?

Somewhere on a beach. It’s very calming for me.

Coffee shop order?

Oat milk matcha latte.

Go-to song?

“Forever” by The Beach Boys.

Always in your fridge?

Blueberries.

When are you in the flow?

Mornings.

Dream mentor?

Honestly, my dad.

Proudest moment?

When I discovered a way to extract fruit and plant pigments to color makeup.

Favorite word?

Joy. It’s even the name of one of my beloved rescue dogs!

Mood booster?

Electric scooters—they’re so fun.

Best advice?

Give your absolute best in everything you do.