Ingredient Swap #1: Polybutene for Vitamin E

If you’re a little stumped on what exactly polybutene is or why it’s in lip gloss, you aren’t alone. When you’re looking at an ingredient list, isn’t it so much easier to read a list of things you know (and can actually read without stumbling)? Enter our healthy ingredient swap, Vitamin E!

Count us out when it comes to using icky polymers in cosmetics, which are more commonly found in sealants for roofs or windows. It just doesn’t make sense to put that on your lips when a great natural alternative is readily available! Vitamin E is a multi-beneficial ingredient: it helps to block free radicals via antioxidants, repairs and replenishes aging or damaged skin, and is also safe to use on your lips.

Ingredient Swap #2: Cera Alba for Candelilla Wax

We love all animals small, large, furry, scaly, or feathery. To keep our fuzzy friends (and bees) safe, we opted for a vegan-friendly, cruelty-free version of beeswax in our lip gloss, so that vegan-friendly beauty lovers can feel comfortable with what their lip gloss is made of. Candelilla wax is sourced from a flowering shrub, and gives the same texture and lip feel as its beeswax alternative.

Ingredient Swap #3: Swap Synthetic Dyes for Fruit Pigments

We’ve been doing fruit pigments since day one, and there’s a reason people keep coming back time and time again. Fruit pigments are truly amazing: they’re Mother Nature’s gift to the beauty world! She created a vast array of shades to choose from, and we’ve pulled her greatest hits into our newest lipgloss release. No need to be scared of the question “what is lip gloss made of” with the easily identifiable, skin-healthy fruit pigments.

Ingredient Swap #4: Octyldodecanol for Cocoa Butter

When it comes to conventional formulas, what IS lip gloss made of, and why is something called octyldodecanol in it? We’re a little perplexed, too! In conventional makeup terms, it’s used often in traditional lip gloss formulas for its clear, colorless qualities. It’s often added to help enhance texture, moisturize, and act as a lubricant. While we’re all for that silky smooth lip feel, but as always, we wondered if there was something a bit more familiar (and pure) that could do the trick.

We kept only the best natural ingredients in our lip gloss formulas, so the inclusion of cocoa butter was a no-brainer. Cocoa butter in a lip gloss can be a miracle treatment for your lips. The cold, wind, and low humidity of fall aren’t doing your precious pout any favors. With a thick body and rich fat content, cocoa butter is here to save your lips by providing a protective barrier and helping your lips to retain moisture.

Ingredient Swap #5: Synthetic Fragrance for Strawberry Extract

When you dive into the seemingly small ingredient called “fragrance”, you might be surprised at how fast things can get tricky. Synthetic flavoring can be made up of thousands of teenie tiny chemicals – which aren’t mandated to be included on an ingredient list – lumped up under one “flavor” call-out.

Who would want a synthetic version of strawberry fragrance, when you could have the actual taste of real strawberries on your lips? Strawberry extract does a great job of producing its own flavor, so why mess with the original? When you glide on your newest lip gloss you’re going to be transported to a strawberry field with little red gems popping off around you.

We couldn’t be more excited to share the latest launch of our lip glosses with you! We’d love to see them swatched, and learn how you create your own custom shade combinations. Make sure to tag your photos with #100percentpure, so that the rest of the PURE community can enjoy!