100% Pure Mascara Review

August 02, 2014

"100% Pure are the first and only cosmetics coloured from antioxidant rich fruit and vegetable pigments" - Website

Today I'm reviewing the 100% Pure Lengthening Mascara in dark chocolate.

I was lucky enough to win Louise's give away that she ran on her blog Kinder Health and Beauty. I was so excited as I've heard people rave about this mascara and I knew I needed to try it but at £21 a tube (plus delivery) I just couldn't risk buying it myself!


  • Very lengthening
  • Smells amazing
  • Lasts well
  • No smudging
  • Minimal flaking (see below)
  • Comes off easily (when you want it to!)
  • Seems to condition lashes


  • Can flake, especially in the heat and on the lower lashes
  • Not very volumising or thickening
  • Not the colour I would of chosen (brown) so not really dramatic enough for me
Packaging and Wand:
  • Nice, sleek packaging
  • Wand is very easy to use
  • Good amount of product on wand - not over loaded or too dry
  • Overall great design

Product in use:


After 2 coats: (and a bit of foundation!! haha!)

This mascara does give you very long, lovely fluttery lashes! It claims to be a lengthening mascara and it really is - I cannot fault it on that front. Personally I am looking for something a bit more volumising. 

If you'd like to see it in action then please click here for my video.

I personally want to replace this as it is not quite dramatic enough for me, I think that if it was black then I would like it more but I don't think I would personally pay £21... but I'm a cheap skate! 


Camellia Sinensis Leaf Extract (Organic Green Tea), Tocopherol (Vitamin E), Cera Alba (Honey Beeswax), Rubus Fruticosus Fruit Extract (Blackberry Extract), Ribes Nigrum Fruit Extract (Blackcurrant Extract), Rubus Idaeus Fruit Extract (Raspberry Extract), Hydrolyzed Oat Protein (Oat Protein), Hydrolyzed Wheat Protein (Wheat Protein), Pantothenic Acid (Pro-vitamin B5), Fucus Vesiculosus Extract (Seaweed Powder), Coconut Stearic Acid (Coconut Acid), Mica, Theobroma Cacao Seed Butter (Cocoa Butter), Pearl Powder, Oryza Sativa Germ Powder (Rice Powder), Theobroma Cacao Extract (Cocoa Powder), Coffea Arabica Seed Extract (Powdered Coffee Beans), Mel (Lavender Honey), Origanum Vulgare Leaf Extract (Oregano Extract), Thymus Vulgaris Flower/Leaf Extract (Thyme Extract), Rosmarinus Officinalis Leaf Extract (Rosemary Extract), Lavandula Angustifolia Flower/Leaf/Stem Extract (Lavender Extract), Hydrastis Canadensis Extract (Goldenseal Extract)

Scores a 2 overall on EWG with individual ingredients scoring between 0 and 2.

Would I buy it? 

No, probably not as I want something closer to £10 ideally, I would only buy a £20 mascara if it was perfect.

Would I recommend it? 

Actually yes. If you are after something lengthening and pretty much flake free then this is the one for you! This is by far the best lengthening mascara I've tried and the ingredients are very natural and 'clean'.

Where to buy it?

You can buy the mascara direct from 100% Pure here but I believe a number of stores stock it, including Nuciya (ships worldwide).

100% Pure also sell a smaller, mini tube for £12 which I might be tempted to buy... maybe.

Have you tried this mascara? What do you think?

This post does not include any products sent for consideration.
The links are not affiliated.
All opinions are honest and my own, any suggestions made are based on my own experiences and are meant as a guide. Please always take care when making any DIY products and patch test to rule out an adverse reaction.


  1. Looks very lengthening but I agree, not much volume! I just ordered a 100% Pure blush (Chiffon) from Nuciya in my order so I'm looking forward to trying that as I love the sound of "fruit pigmented" ingredients!

  2. Yes, totally agree, I don't think I can ever bring myself to criticise a company when they go to such lengths to make really natural products - that should be applauded. Look forward to seeing what else you've bought :-) xx

  3. It is quite lengthening isn't it? It's really nice to hear how you got on with your winnings :) I too like a little volume as well as lengthening in my mascara. I hope we find our perfect mascara in the future :) Thanks so much for sharing xx


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