Founded by Susie Wang, 100% Pure prides itself on creating products that are truly 100% Pure with no synthetic chemicals, chemical preservatives, artificial fragrances, artificial colors, harsh detergents or any other unhealthy toxins. 100% Pure refuses to support anything that hurts animals which is why none of their formulas are ever tested on animals (everything they use is food grade and does not require testing, whereas chemical ingredients must be tested). Because 100% Pure does not use synthetic perfumes and fragrances, what you smell is real. The wonderful aromas in 100% Pure products are from real fruits, pure essential oils, and pure absolutes. There are never any synthetic fragrances or anything artificial in 100% Pure products.