100% PURE™ isn't just their name or ingredient list. 100% PURE™ is a commitment to producing the purest, healthiest products and educating everyone on why being 100% PURE™ is essential. The product formulations adhere to strict purity standards and will never contain harsh or toxic ingredients. All the products are naturally pigmented from fruit, vegetables, tea, and cocoa to avoid commonly used FD&C colorants and heavy metal dyes. Leaping bunny certified means the company doesn't test its products on animals and they are completely cruelty-free.