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Reviving dull skin needs a routine that revitalises and restores radiance. Starting with gentle exfoliation to slough off dead skin cells, allowing newer, brighter skin to emerge. With gentle, yet effective antioxidants and exfoliants like Green Tea, Vitamin C, Apple Enzyme, Super Fruits and Fermented Rice Water you’ll begin to slough away dull, dead skin revealing fresh, renewed skin underneath. You’ll also find natural AHAs to boost cell turnover to enhance your skin’s natural glow and banish dullness. Hydration is another essential part of brightening your dull skin, and our collection includes the right serums and masks to keep it hydrated, plump and moisturised. All of our collections contain carefully curated natural products that support your skin’s balance without harsh chemicals or ingredients.

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Pink tube of Vitamin C Serum by 100% Pure on a white background
 
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Vitamin C Serum

$67.96 $79.95
4.7
Rated 4.7 out of 5 stars
115 Reviews
The 100% Pure Vitamin C Glow Max Bright Mask 59ml features 18.3% active ingredients, comes in a beige tube with citrus slice sketches, and promises a luminous glow with every brightening treatment.
 

Vitamin C Glow Max Bright Mask

$59.95
5.0
Rated 5.0 out of 5 stars
2 Reviews
A 30ml pink tube of 100% Pure Dark Spot Remover, a brightening serum for hyperpigmentation, featuring a white cap and a simple plant illustration on the front.
 
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Dark Spot Remover

$66.26 $77.95
4.6
Rated 4.6 out of 5 stars
27 Reviews
A silver foil packet contains two green 100% Pure Bright Eyes Masks, designed to de-puff under eyes and brighten dark circles for a refreshed look.
 
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Bright Eyes Mask

From $14.85
4.3
Rated 4.3 out of 5 stars
51 Reviews
The 100% Pure Fermented Rice Water Toner 100ml is a clear bottle with a white pump, featuring rice plant art on the label. This K-beauty toner uses natural, vegan ingredients to gently brighten and promote glowing skin.
 
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Fermented Rice Water Toner

$59.95
4.5
Rated 4.5 out of 5 stars
36 Reviews
A white 100ml tube of 100% Pure Fermented Rice Water Cleanser with black rice plant illustrations stands upright on a white background, promoting its skin-brightening and hyperpigmentation-fighting benefits.
 

Fermented Rice Water Cleanser

$49.95
4.1
Rated 4.1 out of 5 stars
22 Reviews
The 100% Pure Fermented Saké Glow Brightening Serum 30ml comes in a beige tube with a white cap, features K-beauty-inspired rice grain illustrations, and highlights ingredients like kojic acid and licorice for brightening.
 
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Fermented Rice Water Serum

From $67.96 $79.95
4.6
Rated 4.6 out of 5 stars
28 Reviews
A small brown glass bottle with a white cap, labeled 100% Pure Vitamin C Boost 10g for dark spots and hyperpigmentation, featuring a peach slice image. Bottle contains 0.35 oz (10g).
 
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Vitamin C Boost

$44.95
4.7
Rated 4.7 out of 5 stars
21 Reviews
A white 30ml tube of 100% Pure 10% Apple Enzyme Resurfacing Serum with black and gold text, plant illustration, and label stating “10% Fruit Acid.” This is an AHA exfoliating serum.
 
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10% Apple Enzyme Resurfacing Serum

$47.96 $59.95
4.7
Rated 4.7 out of 5 stars
24 Reviews
The 100% Pure Strawberry Brightening Scrub (59ml) features strawberries and natural fruit acids. This pink tube with pineapple and cranberry is a facial exfoliator designed to brighten your skin.
 

Strawberry Brightening Scrub

$49.95
4.9
Rated 4.9 out of 5 stars
22 Reviews
A 28g packet of 100% Pure Coffee Caffeine Recovery Hydrogel Sheet Mask with coffee berries and leaves illustrations on a light pink background. English and French text highlight intensive rejuvenation with added Hyaluronic Acid.
 
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Coffee Caffeine Recovery Hydrogel Mask

$14.95
4.0
Rated 4.0 out of 5 stars
25 Reviews
A white tube labeled 100% Pure Coffee Bean Caffeine Brightening Eye Cream 30ml with coffee cherries and rosehip oil illustrations stands upright on a white background, emphasizing its energizing formula for dark circles.
 
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Coffee Bean Caffeine Brightening Eye Cream

$46.71 $54.95
4.4
Rated 4.4 out of 5 stars
229 Reviews
A beige tube of 100% Pure Coffee Bean Caffeine Restorative Serum 30ml with licorice and hyaluronic acid, black text, a botanical illustration, and a hydrating formula that provides antioxidants for your skin.
 
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Coffee Bean Caffeine Restorative Serum

$62.97 $89.95
4.9
Rated 4.9 out of 5 stars
17 Reviews
The 100% Pure Coffee Bean Caffeine Restorative Moisturiser 40ml is a beige tube with an illustrated coffee plant, featuring yerba mate and green tea EGCG for antioxidant benefits—an ideal natural face moisturiser on a white background.
 

Coffee Bean Caffeine Restorative Moisturizer

$79.95
4.8
Rated 4.8 out of 5 stars
21 Reviews
A tube of 100% Pure 2nd Skin Concealer with buildable coverage, a clear bottom, light beige concealer inside, and a shiny gold cap stands upright against a plain white background.
 

2nd Skin Concealer

$49.95
1.5
Rated 1.5 out of 5 stars
2 Reviews
 
The 100% Pure Matcha Green Tea Antioxidant Hydrogel Sheet Mask 28g is a hydrating, intensive restorative treatment that comes in a packet featuring green leafy designs on a light green and white background.
 
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Matcha Green Tea Antioxidant Hydrogel Mask

$14.95
4.8
Rated 4.8 out of 5 stars
22 Reviews
A beige tube of 100% Pure Luminous Primer stands upright on a white background, featuring simple black text, a small fruit icon, and a silicone-free formula that delivers a luminous finish for glowing skin.
 

Luminous Primer

$69.95
4.6
Rated 4.6 out of 5 stars
140 Reviews
A brown glass bottle with a black pump, labeled 100% Pure Multi-Vitamin + Antioxidants Potent PM Serum 30ml, stands upright against a plain white background.
 
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Multi-Vitamin + Antioxidants Potent PM Serum

$56.97 $94.95
4.6
Rated 4.6 out of 5 stars
99 Reviews
The 100% Pure Multi-Vitamin + Antioxidants Ultra Riche PM Treatment 43ml is an anti-aging night cream in a pink tube with a rose gold cap, featuring floral and fruit designs, formulated for age-corrective moisturizing.
 
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Multi-Vitamin + Antioxidants Ultra Riché PM Treatment

$62.97 $89.95
4.5
Rated 4.5 out of 5 stars
84 Reviews
A brown pump bottle of 100% Pure Multi-Vitamin + Antioxidants PM Eye Treatment 15ml, a natural, vegan eye serum that targets dark circles and supports anti-aging for a refreshed look.
 

Multi-Vitamin + Antioxidants PM Eye Treatment

$69.95
4.0
Rated 4.0 out of 5 stars
7 Reviews
A brown bottle of 100% Pure Multi-Vitamin + Antioxidants PM Facial Oil 30ml, designed for nighttime use as an overnight natural, vegan anti-aging treatment.
 
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Multi-Vitamin + Antioxidants PM Facial Oil

$79.95
4.6
Rated 4.6 out of 5 stars
24 Reviews
A pink tube of 100% Pure Super Fruit Oil Nourishing Eye Cream 15ml stands upright against a white background, displaying fruit graphics and text promoting its antioxidant-rich, nutrient-dense, natural, and vegan formula.
 

Super Fruit Oil Nourishing Eye Cream

$64.95
4.4
Rated 4.4 out of 5 stars
32 Reviews
A beige tube of 100% Pure Super Fruit Cream 40ml with a silver cap features a simple fruit illustration and highlights antioxidant-rich superfruit oils for nourishing, natural face moisturization.
 

Super Fruit Cream

$69.95
4.8
Rated 4.8 out of 5 stars
20 Reviews
The 100% Pure Super Fruit Balm 30g comes in a clear jar with a white lid and light pink label, featuring black text that highlights its antioxidant complex and nourishing, antioxidant-rich moisturizing formula.
 

Super Fruit Balm

$69.95
5.0
Rated 5.0 out of 5 stars
21 Reviews
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