Finding clean and safe cosmetics seems like more of a challenge each day. After some very unpleasant experiences working for major beauty companies, Susie Wang and her husband, Ric Kostick, founded a brand that would never need to question its ingredients. Called 100% Pure, the brand features bath and body products, as well as fruit-pigmented make-up. Susie was more than willing to share her passion for safe beauty and San Francisco in an exclusive interview.

What inspired you to start your business?

Ric and I love the beauty and the “green” industries – it’s so sexy, fun, and exciting. There is absolutely nothing else we would rather be doing – we just really are passionate about creating the healthiest products to nurture people! We created 100% Pure because we wanted an honest line that really was truly 100% pure.

How do you feel about the many types of sustainable certifications for cosmetics (USDA organic, all-natural seal, no-animal-testing seal, Eco Cert ... etc)?

They are great! They help people recognize which items are organic or cruelty free right away. 

What's the best part about your job?

We love everything about our jobs, but the best thing is making so many women, men, and children so happy. Cosmetics, for me, are like candy to a child, so think I’m the luckiest woman.

What are some of your favorite local green businesses?

I’m not sure if this counts as a business, but I am grateful for our public transportation – BART and CalTrain in particular. It is so much quicker and easier to hop on BART or CalTrain to get to San Francisco. I don’t ever have to worry about parking or traffic.

What is your favorite local green restaurant?

I used to go to Greens all the time, but I am looking for other new green restaurants to try.

Where do you shop for organic groceries?

I love love love Rainbow Grocery in San Francisco. They are so great!

What are some of the things you do to help make the world a little bit greener?

Our packing is [made] from post-consumer recycled aluminum (when you recycle your soda can, that’s how our compacts are made), plastic, and glass. Our labels are printed with soy (non-hazardous) inks. We obviously recycle everything and compost a lot, which is the reason why we have such a bountiful garden. Most importantly – we are vegan and don’t support any kind of animal consumption, including leather and animal fur make-up brushes.

Note: For more info on the many uses of animal fur, check out PETA’s video of Chinese Fur Farms

What's your favorite thing about living in the San Francisco Bay area? Least favorite?

I love everything about San Francisco – the weather, the people, the restaurants, the culture. I even love all the tourist things like Golden Gate Park, the Marina, Fisherman’s Wharf … etc. There is nothing at all that we don’t love about our San Francisco Bay Area. We are so proud and grateful that we get to live in the most beautiful place on Earth.

Where do you like to take out-of-town visitors?

I have more fun than visitors when we go to Chinatown, Japantown, Pier 39, North Beach, Ghiradelli Square, Union Square … etc.

What's your favorite vacation destination? Do you prefer to kick back or explore?

We love historic places, exploring, and learning – we get bored just relaxing!

What's your favorite weekend outdoor activity?

Biking around the many beautiful trails in Oakland Hills.

If you were a tree, what kind of tree would you be?

I would be a Cherry Blossom tree because I love their pink colors. Ric would be a Christmas tree because he feels like Christmas – he’s so special, festive, and sentimental.

Describe your path to green. How and when did you became eco-conscious?

It all started when I worked at one of the world’s largest cosmetic companies as their chemist. I saw how they would claim no animal testing when it wasn’t true. Maybe the final formula wasn’t tested on animals, but every chemical ingredient had to of been tested on animals in order for it to be FDA approved. One time, I knocked over a chemical that was used in eye cream and saw how the chemical warped the lab table – that’s how I began my green and pure path.

>> Check out "Beauty Goes Green" for more on safer cosmetics options!