Lots of people are saying great things about the 100% Pure Ultra Lengthening Mascara so, as it is now available via Ecco Verde, I decided to purchase it. It is the very first product by 100% pure that I buy and I am not impressed. I tested the mascara in black tea. The cost is very high at 26 euros!

I saw that the brand that owns 100% Pure (Purity Cosmetics) is based in the Luis Vuitton building. I did some researches but it appears to be still independent and not part of the LVMH group.


PERFORMANCE: the mascara does not deliver. I have long lashes to start with and one coat of this mascara leaves them really dry and unnatural. If I apply a second coat the mascara starts to clump and it is simply a hot mess. The good point  about this 100% Pure Mascara is that is does not flake, so no racoon eyes by mid day or at the end of the day. It is very easy to tale it off in the evening (I use the Sante eye makeup remover). My main issue though is the unbearable scent: it is very strong and when I move my head I can smell the mascara!! I had to take it of more than once as it was giving me the headache.

The formula is very dry and it is not clear whether it has to be thrown in the bin after 3 or 6 months after opening it as the info on the external and internal tube is inconsistent (one says 3 the other 6). However, I would be surprised if due to the very dry formula this would go past the 3 months without drying out comlpetely.  True a mediocre product.


INGREDIENTS:  Camellia Sinensis Leaf Extract (Organic Green Tea), Tocopherol (Vitamin E), Cera Alba (Honey Beeswax), Rubus Fruticosus Fruit Extract (Blackberry Extract), Ribes Nigrum Fruit Extract (Blackcurrant Extract), Rubus Idaeus Fruit Extract (Raspberry Extract), Hydrolyzed Oat Protein (Oat Protein), Hydrolyzed Wheat Protein (Wheat Protein), Pantothenic Acid (Pro-vitamin B5), Fucus Vesiculosus Extract (Seaweed Powder), Coconut Stearic Acid (Coconut Acid), Mica, Theobroma Cacao Seed Butter (Cocoa Butter), Pearl Powder, Oryza Sativa Germ Powder (Rice Powder), Theobroma Cacao Extract (Cocoa Powder), Coffea Arabica Seed Extract (Powdered Coffee Beans), Mel (Lavender Honey), Origanum Vulgare Leaf Extract (Oregano Extract), Thymus Vulgaris Flower/Leaf Extract (Thyme Extract), Rosmarinus Officinalis Leaf Extract (Rosemary Extract), Lavandula Angustifolia Flower/Leaf/Stem Extract (Lavender Extract), Hydrastis Canadensis Extract (Goldenseal Extract) *Certified Organic


SCENT: very strong. Sort of caramelised sugar and kids strawberry syrup. Horrible, especially if you are sensitive to scents like I am.


HOW TO USE IT: I suggest to use only one layer. Carlo your eye lashes and proceed with application. The formula is quite dry so it tends to clump quite a bit.


WAND: standard fibre bristle, nothing too gimmicky.




10g. Lovely packaging with an external recyclable carton tube and a “silver” like tube.



Ecco Verde (it is super expensive at 26 euros for a mediocre mascara so I would not suggest buying it).

100% Pure: Fruit Pigmented Mascara Black Tea, .24 oz, Lengthens and Separates Eyelashes, Water, Smudge and Flake Resistant, Colores with Black Tea, Berry and Cocoa Pigments


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I purchased the product with my money. It was NOT sent by PR and I did not receive any money to post this review.

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