100% Pure

I’ve been purchasing 100% Pure products since 2020 and truly love them. The quality has consistently been excellent. My only frustration is that items are frequently out of stock, and restocks can take quite a while. I’d recommend ordering doubles of your staples when they’re available to avoid running out. Today, I visited the Berkeley storefront hoping to get advice on trying some new products. I’ve stopped by several times over the years and have always had positive experiences. Unfortunately, this visit was different. The associate who helped me was very sweet and clearly trying her best, but she seemed quite young and didn’t appear particularly knowledgeable or confident about the products. The interaction felt awkward, and I didn’t receive the level of expertise I was hoping for. As a small business, having well-trained, passionate staff in-store makes a big difference in the customer experience. Because of this visit, I’ll likely stick to ordering online, even if that means paying for shipping. I genuinely want to support small businesses, but strong in-store guidance and product knowledge are important factors for me.

I Had the pleasure of speaking to Loan in your Berkley store. She was extremely helpful and knew her products! I Would definitely call this location again! She was delightful!

Shopping in 100 % PURE is highly enjoyable . Loan is exceptionally kind and courteous. Can’t wait to shop again ! Love all the products 🙂

Not only does this beautiful little store have products that are 100% purely fascinating but also the in-store staff and customer care is 100% purely amazing. Many thanks to Elika who is very friendly and very efficiently helped me pick the products I needed while patiently answering all the questions I had. Many thanks to June from Customer Service for your guidance and support. You are the best!

This makeup is cleaner and more flattering than any other I've found. With a large range of effective skincare products and beautiful colors. Small amounts and once daily applications go a long way. Thank you for maintaining the quality, availability, and great prices for your products! LOVING it, lifetime user.

I was excited to get to this store today after hearing so much about this brand online, so I was somewhat confused by the treatment my friend and I received (both of us non-white) as we browsed. Neither of us were greeted by the two employees as we entered the completely empty store, and while we looked around for 30 minutes, no one attempted to aid us even while we audibly wondered if there were testers for certain products. The employee with the undercut also treated an elderly Asian customer who came in after us very rudely at checkout, and refused to speak with or make eye contact with me as she bagged my items. I don’t want to speculate about the personal motivations of the staff here but it’s clear to me that I’ll be taking my business elsewhere as a woman of color.

Super high quality organic makeup. The eye shadow, black tea mascara, and tinted moisturizer are my favorites.