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Natural Eye Makeup

Define, brighten and enhance your eyes with natural eye makeup made for everyday wear and special occasions. Explore natural mascaras, eyeliners, eyeshadows, brow products and eye palettes in soft neutrals, rich pigments and easy-to-wear shades. This collection brings together colour from fruit pigments, minerals and other skin-loving ingredients, alongside nourishing ingredients like vitamin E, green tea, cocoa butter, jojoba oil, rice powder and plant waxes to help create soft, polished and more defined eye looks.

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The 100% Pure Fruit Pigmented® Ultra Lengthening Mascara 10g features a silver tube with a floral design and comes with a standing wand—ideal for sensitive eyes.
A thick, textured swipe of 100% Pure Fruit Pigmented® Ultra Lengthening Mascara 10g, applied in one stroke on a white background, with visible brush lines and soft, fading edges to the left.
A swipe of 100% Pure Fruit Pigmented® Ultra Lengthening Mascara 10g on white, with textured brush strokes and a creamy formula—perfect for sensitive eyes.
A thick, textured streak of 100% Pure Fruit Pigmented® Ultra Lengthening Mascara 10g is brushed diagonally across a white background, with the black pigment fading and lines becoming finer toward the left edge.
A thick, textured smear of dark metallic gray 100% Pure Fruit Pigmented® Ultra Lengthening Mascara on white, with glossy brush strokes—perfect for sensitive eyes.
Sale

Fruit Pigmented® Ultra Lengthening Mascara 10g

$31.46 $44.95
4.7
Rated 4.7 out of 5 stars
23 Reviews
 
A tube of 100% Pure Maracuja Mascara 10g by 100% Pure, featuring a silver floral design. The mascara is water-resistant, with the applicator wand shown standing upright beside the tube and the product name visible on it.
A single, bold black brushstroke sweeps up diagonally on white, with rough edges and bristle texture—evoking the dramatic effect of 100% Pure Maracuja Mascara 10g by 100% Pure.
A bold, black brushstroke with jagged edges sweeps diagonally upward on white, evoking the dramatic effect of 100% Pure Maracuja Mascara 10g by 100% Pure.
A thick, textured black brushstroke sweeps upward on white, with visible bristle marks and pointed ends, evoking the bold effect of 100% Pure Maracuja Mascara 10g by 100% Pure—a water-resistant formula ideal for sensitive eyes.
Sale

Maracuja Mascara 10g

$26.97 $44.95
4.4
Rated 4.4 out of 5 stars
140 Reviews
 
A pink tube of 100% Pure Green Tea Fibre Brow Builder 4.5g with white floral designs stands open, showing its wand applicator with vegan brown brow gel on the brush.
 
 Sold Out

Green Tea Fiber Brow Builder 4.5g

$49.95
4.6
Rated 4.6 out of 5 stars
127 Reviews
 
An open 100% Pure Long Last Brows 4.5g container with a white lid featuring a brown floral design. Inside is a dark brown vegan brow gel by 100% Pure, formulated for long-lasting brows.
A small round pot of 100% Pure Long Last Brows 4.5g by 100% Pure, filled with taupe long-lasting cream, is viewed from above. The word "Taupe" appears below the container on a white background.
A round 100% Pure Long Last Brows 4.5g container with soft brown cream is shown from above, labeled Soft Brown. This vegan formula by 100% Pure also works as a natural brow gel for an effortless, long-lasting look.
A top view of the 100% Pure Long Last Brows 4.5g by 100% Pure, a small round container filled with medium brown natural brow gel, labeled "Medium Brown" on a white background.

Long Last Brows 4.5g

$49.95
4.6
Rated 4.6 out of 5 stars
40 Reviews
 
100% Pure Long Last Liquid Eye Liner 7ml is a water-resistant eyeliner with a brush applicator, silver cap, and black bottle adorned with gold floral designs and the 100% Pure brand name.
A bold, black, curved line with pointed tips on a white background—reminiscent of the dramatic effect achieved with 100% Pure Long Last Liquid Eye Liner 7ml.
Two brown, textured brushstrokes on white—one larger and curved above a smaller—mimic abstract brows, artistically evoking the fluid precision of 100% Pure Long Last Liquid Eye Liner 7ml.
Two bold, metallic plum lines—one thinner and shorter above the other—resembling vegan eyeliner strokes, are drawn on white, showcasing 100% Pure Long Last Liquid Eye Liner 7ml.

Long Last Liquid Eye Liner 7ml

$44.95
4.6
Rated 4.6 out of 5 stars
125 Reviews
 
The 100% Pure Creamy Long Last Liner 1.14g by 100% Pure is a black, pencil-shaped, smudge-resistant eyeliner with a sharpened tip and white text on the body, displayed against a plain white background.
A single black brushstroke of 100% Pure Creamy Long Last Liner 1.14g, by 100% Pure, appears creamy and textured on a white background with a slightly uneven finish.
A single dark brown streak of 100% Pure Creamy Long Last Liner 1.14g is brushed diagonally across a white background, starting thick on the left and tapering to a thin, smudged end on the right.

Creamy Long Last Liner 1.14g

$39.95
4.5
Rated 4.5 out of 5 stars
71 Reviews
 
A compact blush with a clear lid in light peach and floral emboss pairs perfectly with 100% Pure Fruit Pigmented® Eye Shadow 2g by 100% Pure for a fresh, natural look.
The 100% Pure Fruit Pigmented® Eye Shadow 2g by 100% Pure, with its lid open, rests on a white background as loose powder spreads around it in a graceful sweep.
The 100% Pure Fruit Pigmented® Eye Shadow 2g by 100% Pure, a shimmery beige pressed powder, sits elegantly with a hint of scattered powder on a white background.
A swatch of 100% Pure Fruit Pigmented® Eye Shadow 2g by 100% Pure is smeared on a white background, showing light brown color with crushed edges framing a smooth center.
The 100% Pure Fruit Pigmented® Eye Shadow 2g by 100% Pure is a round beige pressed powder compact with a clear lid, displayed open on a smear of powder—ideal for those seeking vegan pressed eyeshadow.
An open 100% Pure Fruit Pigmented® Eye Shadow 2g by 100% Pure, in light pink pressed powder, displays scattered pigment artfully arranged beside it on a white background.
A swatch of 100% Pure Fruit Pigmented® Eye Shadow 2g by 100% Pure, in shimmery bronze, is roughly smeared in an oval with crumbly edges on a white background.
A single open compact of 100% Pure Fruit Pigmented® Eye Shadow 2g by 100% Pure in shimmery gold, with loose powder smeared around it on a white background.
An open round compact of 100% Pure Fruit Pigmented® Eye Shadow 2g by 100% Pure displays its pressed powder, with loose vegan eyeshadow scattered around it on a clean white background.
An open compact of 100% Pure Fruit Pigmented® Eye Shadow 2g by 100% Pure reveals matte mauve powder, some scattered nearby, resembling pressed powder blush against a clean white background.
An open compact of 100% Pure Fruit Pigmented® Eye Shadow 2g by 100% Pure reveals shimmery taupe pressed powder, with loose vegan pigment scattered below to showcase its color and texture.
A swipe of the 100% Pure Fruit Pigmented® Eye Shadow 2g, richly pigmented in mauve with a smooth center and crumbly edges, is displayed on a white background, highlighting the vegan pressed powder by 100% Pure.
A smear of 100% Pure Fruit Pigmented® Eye Shadow 2g by 100% Pure in black, with rough and uneven edges, appears as a swatch of pigment on a white background.

Fruit Pigmented® Eye Shadow 2g

$29.95
4.7
Rated 4.7 out of 5 stars
36 Reviews
 
The 100% Pure Fruit Pigmented® Better Naked Palette 9g features four natural brown, pink, and peach eyeshadows in playful peach-themed packaging—perfect for fruit pigmented makeup lovers from 100% Pure.
 

Fruit Pigmented® Better Naked Palette 9g

$79.95
4.5
Rated 4.5 out of 5 stars
39 Reviews
The 100% Pure Fruit Pigmented® Berry Naked Palette 9g by 100% Pure features five vegan eyeshadows in berry, brown, taupe, rose, and light pink shades in a floral-embellished light pink case with gold lettering.
 
 Sold Out

Fruit Pigmented® Berry Naked Palette 9g

$79.95
4.8
Rated 4.8 out of 5 stars
19 Reviews
The 100% Pure 100% Fruit Pigmented® Pretty Naked Palette (9g) is a vegan eyeshadow palette with five neutral shades in a pink case decorated with fruit prints—ideal for everyday makeup.
 

Fruit Pigmented® Pretty Naked Palette

$79.95
4.4
Rated 4.4 out of 5 stars
39 Reviews
The 100% Pure 100% Fruit Pigmented® Rose Gold Palette 9g features four circular pans of shimmery, vegan eyeshadow in a pink rose gold case labeled "Rose Gold," shown partially open on a white background.
 

Fruit Pigmented® Rose Gold Palette 9g

$79.95
4.6
Rated 4.6 out of 5 stars
19 Reviews