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The right eye makeup will frame your face and make your eyes pop! We specialise in natural eye makeup with over 10,000 customer reviews across our award winning mascaras, eyeliner & eyeshadow eyebrow makeup and eyeshadow palettes. Our range is 100% cruelty free, pure & natural, suitable for the delicate eye and those with sensitive eyes. The colours are highly pigmented with fruit and vegetables with staying power. Created with nourishing ingredients including Maracuja oil from passion fruit, Pro-vitamin B5 & Vitamin E and naturally pigmented with Black Tea, Cocoa, and Coffee beans. Here you will find everything you need to create the perfect natural smokey eye or an understated natural makeup look. Our vegan eye pencils come in a creamy soft long lasting formulation to glide onto the skin without tugging and are easily blendable, our best selling liquid eyeliner comes with a precision brush to create the perfect cat-eye.

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A silver tube of 100% Pure Ultra Lengthening Mascara 10g, featuring a floral design and shown upright with its black wand applicator removed. Ideal for sensitive eyes and made with fruit pigments.
A thick streak of 100% Pure Ultra Lengthening Mascara 10g is brushed over a white background, fading at the edge—ideal for sensitive eyes wanting bold, defined lashes.
A dark, textured brushstroke of 100% Pure Ultra Lengthening Mascara 10g spreads on a white background, revealing thick, glossy lines—ideal for those with sensitive eyes.
A thick, textured black brushstroke—evoking the look of 100% Pure Ultra Lengthening Mascara 10g for sensitive eyes—smudges across a white background, showing visible ridges and soft fading edges on the left.
A textured swipe of 100% Pure Ultra Lengthening Mascara 10g in metallic dark gray is spread horizontally across a white background.
Sale

Ultra Lengthening Mascara

$31.46 $44.95
4.7
Rated 4.7 out of 5 stars
23 Reviews
 
A 10g tube of 100% Pure Maracuja Oil Volumising Mascara stands upright, cap and wand removed, featuring a floral design. The tube reads "Mascara, Oil Mascara"—a volumising mascara ideal for sensitive eyes.
A single, thick black brushstroke with textured edges, angled upward on white, evokes the bold volumising effect of 100% Pure Maracuja Oil Volumising Mascara 10g.
A black brushstroke with uneven, textured edges curving upward on a white background, evoking the bold volume and gentle formula of 100% Pure Maracuja Oil Volumising Mascara 10g, perfect for sensitive eyes.
A single, bold black brushstroke arcs upward on white, with textured bristle marks and uneven edges—evoking the dramatic impact of 100% Pure Maracuja Oil Volumising Mascara 10g.
Sale

Maracuja Volumising Mascara

$26.97 $44.95
4.4
Rated 4.4 out of 5 stars
140 Reviews
 
The 100% Pure Creamy Long Last Eye Liner, a black vegan pencil with a sharpened tip and white text on the side, is shown against a white background. Enjoy long-lasting, bold color that stays put all day.
A bold, thick black brushstroke sweeps diagonally across a white background, echoing the intense, long-lasting look of 100% Pure Creamy Long Last Eye Liner 1.14g with its textured, slightly smudged finish.
A dark brown streak of 100% Pure Creamy Long Last Eye Liner 1.14g, set against a white background.

Creamy Long Last Eye Liner

$39.95
4.5
Rated 4.5 out of 5 stars
71 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

$44.95
4.6
Rated 4.6 out of 5 stars
125 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 Fibre Brow Builder

$49.95
4.6
Rated 4.6 out of 5 stars
127 Reviews
 
A round tin of 100% Pure Long Last Brows 4.5g vegan brow gel, featuring a botanical illustration on the white lid, partially open to reveal the brown shade—perfect for long-lasting, natural brows.
A small white jar of 100% Pure Long Last Brows in Taupe sits beside its white box. This natural, biotin-enriched eyebrow pomade offers lasting wear. Packaging features text in English and French.
An open jar of 100% Pure Long Last Brows pomade in Soft Brown with biotin sits beside its white box with gold accents and black text, designed for naturally long-lasting brows.
A small jar of 100% Pure Long Last Brows natural brow gel in Medium Brown is shown beside its white box with gold accents and bilingual English and French text.

Long Last Brows

$49.95
4.6
Rated 4.6 out of 5 stars
40 Reviews
 
The 100% Pure Pressed Eye Shadow 2g by 100% Pure is a compact, light peach pressed powder with a floral embossed design and clear lid—ideal for complementing vegan or natural eye makeup looks.
An open compact of 100% Pure Pressed Eye Shadow 2g sits on a swipe of loose powder against a white background—ideal for pairing with natural looks or other favorite 100% Pure pressed eyeshadows.
An open compact of 100% Pure Pressed Eye Shadow 2g by 100% Pure in shimmery beige, with a light dusting of powder around it on a white background.
A close-up of 100% Pure Pressed Eye Shadow 2g by 100% Pure in light brown/beige, showing smudged and crumbled vegan powder with mineral shimmer scattered on a white background.
The 100% Pure Pressed Eye Shadow 2g by 100% Pure is a light beige natural mineral shimmer pressed powder, shown open with loose powder on a white background; ideal for a vegan beauty routine.
An open 100% Pure Pressed Eye Shadow 2g, a light pink mineral shimmer powder by 100% Pure with a clear lid, sits against a backdrop of matching loose, crushed powder.
A smudge of shimmery rose gold 100% Pure Pressed Eye Shadow (2g) with a rough, uneven edge, set against a white background.
The open compact of 100% Pure Pressed Eye Shadow 2g by 100% Pure shows shimmery gold powder with a clear lid; natural mineral shimmer is swatched and scattered on a white background.
An open compact of 100% Pure Pressed Eye Shadow 2g by 100% Pure with a clear lid, shown on a white background with a swipe and scattered pieces of warm brown, natural mineral shimmer powder.
A sleek compact of 100% Pure Pressed Eye Shadow 2g by 100% Pure with the lid open, set on a white background and surrounded by loose pigment—crafted with vegan ingredients and pairs perfectly with natural mineral shimmer shades.
100% Pure Pressed Eye Shadow 2g by 100% Pure: A shimmery taupe single pan with a clear lid, surrounded by matching loose powder on a white background—crafted with natural mineral shimmer for a luminous finish.
100% Pure Pressed Eye Shadow 2g by 100% Pure: a mauve vegan eyeshadow with natural mineral shimmer and crumbled edges, displayed on a white background.
A close-up of a charcoal-black smear of 100% Pure Pressed Eye Shadow 2g by 100% Pure, with rough textured edges, displayed on a white background.

Pressed Eye Shadow

$29.95
4.7
Rated 4.7 out of 5 stars
36 Reviews
 
The 100% Pure Better Naked Palette 9g is open, showing five vegan eyeshadow and blush shades in neutral and peach tones. The light, minimal packaging features subtle fruit illustrations and a clean design.
 

Better Naked Palette

$79.95
4.5
Rated 4.5 out of 5 stars
39 Reviews
The 100% Pure Rose Gold Palette 9g features four round pans of shimmery, vegan nude and bronze eyeshadows, in a rose gold compact with the lid partly open to reveal the long-lasting hues.
 

Rose Gold Palette

$79.95
4.6
Rated 4.6 out of 5 stars
19 Reviews
The 100% Pure Berry Naked Palette 9g is a vegan eyeshadow palette with five circular berry and neutral shades in light pink tones, displayed in an open case for long-lasting wear.
 
 Sold Out

Berry Naked Palette

$79.95
4.8
Rated 4.8 out of 5 stars
19 Reviews
The 100% Pure Pretty Naked Palette 9g features five vegan eyeshadow shades in a pink case with fruit illustrations. Arranged vertically, the palette is slightly open to showcase its beautiful neutral colors.
 

Pretty Naked Palette

$79.95
4.4
Rated 4.4 out of 5 stars
39 Reviews