Au Naturale Eye Essentials Kit

What's In It Wednesday: Reader Request

I received an email last week from a reader. Here is what it said:

"I was actually wondering if you can do a Whats in it Wednesday review on a foundation. Its called Healthy Skin Foundation with Super Fruits by 100% Pure. I have read that the 100% pure brand is dishonest with their ingredients; that they do not list them all. I have also read that they have misleading names on their ingredient list. I would really love to read what you have to say about it."

I would be happy to discuss 100% Pure some more and take a look at this foundation. First of all, I personally have not tried this foundation. I used to buy a few things from the line here and there a couple years back and recently started on a 100% Pure kick again thanks to my friend, Deanna.

I really, really love the purity of their products and the ingredients chosen. My one issue was the fact that a couple years back, I had an issue with shelf life of a couple of their products. This is because they typically use essential oils to preserve, when these oils have not been proven to be true preservatives against microbes, bacteria, staph, etc. I would not, for example, buy a facial cleanser from them and expect it to last for months.

Their makeup, though, is really lovely. In fact, I just ordered a mascara and concealer for myself the other day. I also have been using their Organic Coffee Bean Eye Cream since Monday and love it so far. I can tell you that their lip gloss, dyed only with fruit, is also top notch. I have plans to order their tinted moisturizer as well.

Let's take a look at the ingredients in the product I was asked about, Healthy Skin Foundation With Super Fruits SPF 20:

Ingredients: Organic Aloe Barbadensis Leaf (Aloe Juice)1, Oryza Sativa (Rice) Starch, Extracts of Prunus Persica Fruit (Peach), Prunus Armeniaca Fruit (Apricot), Theobroma Cacao (Cocoa Bean) and Lycium Barbarum Fruit (Goji Berry), Euterpe Oleracea Pulp (Acai) Oil, Punica Granatum Fruit Extract (Pomegranate Oil), Tocopherol (Vitamin E), Sodium Ascorbate (Vitamin C), Euphorbia Cerifera (Candelilla) Wax, Extracts of Organic Camelia Sinensis Leaf Ferment (White Tea)2, Coffea Arabica (Coffee Cherry), Aristotelia Chilensis (Maqui Berry), Vitis Vinifera Skin (Muscadine Grape), Garcinia Mangosteen Peel (Mangosteen), Malpighia Punicifolia Fruit (Acerola), Sambucus Canadensis (Elderberry), Citrus Grandis (Grapefruit) Seed, Lonicera Caprifolium (Japanese Honeysuckle) 

SUNSCREEN ACTIVE INGREDIENTS: 15% Titanium Dioxide, 10% Zinc Oxide

Based solely on the ingredients, this looks like a beautiful formulation. The aloe will be soothing to the skin. C & G simply adores aloe vera and combined with the antioxidants in here, you should have nothing to worry about at all. 
There is also a decent concentration of sun protection in this product.

My advice? Do not hesitate to buy this one. You might want to go a shade darker, though, as the sunscreen agents in this can make the color lighter/whiter. I would feel confident using it based on what's in it, though. The fact that it uses fruit pigments rather than FD & C dyes and other chemicals is a breath of fresh air. 

I would also like to address the concern that 100% Pure doesn't list all of their ingredients. I do not believe this to be true at all. The FDA requires all ingredients to be disclosed on product labels in order of concentration. In the past, one minor bone to pick with the company would've been how they worded some ingredients on the labels.

A couple of years back, 100% Pure had the habit of being a little coy with labeling--they disclosed everything on the label per FDA rules, but instead of coming out and simply saying "sodium benzoate" or other another naturally-derived preservative on the label, they'd say something like "all-natural berry derived preservative" or something like that. While it was true, it was a little bit misleading.

They'd still put the ingredient on the list, but it just sounded all the more natural mentioning where it came from. That is not to say that this was an unnatural ingredient--berries just sound healthier. That said, I do not even believe they use Sodium Benzoate anymore as part of a preservative system, so this may no longer even apply.

I can recommend 100% Pure without reservation--just pay careful attention to shelf life.