Susie’s journey in the cosmetics industry has helped elevate organic and natural beauty through emphasis on quality organic and natural ingredients, cruelty-free formulations, and natural skin benefits through 100% Pure products.
Launched in 2005, 100% Pure is often noted for having set the standard for natural and helped to turn the tide on natural beauty becoming more relevant and desirable. I’ve loved using 100% Pure products since I started blogging—the quality of ingredients, accessibility of products, and innovative product collections continue to be a powerhouse in the industry.
I was absolutely delighted when Susie agreed to share her story with me, and I hope you’ll enjoy learning about more about her as a natural beauty leader, animal welfare advocate, and creative entrepreneur.
Tell us a bit about your personal background.
I was born in Seoul, Korea. I went back and forth from Seoul to San Francisco, CA regularly until I was around 15 .
What inspired you to start 100% Pure?
When I was a freshman at UC Berkeley, I bought a vitamin C serum that turned brown (oxidized) and so I figured out a way to stabilize vitamins from oxidizing in skincare and filed a patent for my invention. From the patent, I was hired to work for three of the largest cosmetic companies. I worked on their technology, innovation, patents, formulations and product development. While working for these companies, I learned about all of the harmful toxins formulated in cosmetics. This inspired me to create a line that is truly 100% Pure.
Were there any challenges you experienced when you started your company, and how do you overcome them?
When I started the company with Ric and James (my business partners), we were very young (barely in our 20s) so we still had a lot of learning and growing to do. Having employees that were much older than we were was a huge challenge. One employee told us it was a slap in the face to have a boss half her age. We definitely experienced reverse age discrimination.
What is a typical day in your life like?
I live in San Francisco by the water, so every morning I take my dogs on a walk along Embarcadero to the Ferry Building where I get my morning coffee, usually from Blue Bottle (I always bring my own coffee traveler mug to eliminate paper and plastic waste). I then work out for about an hour. After getting ready for the day, I always squeeze juice, usually a blend of organic vegetables and herbs or citrus and roots like turmeric and ginger. I then head to work, which is about a 45 minute commute. I like my drive, however, because I get to use the carpool lane since I drive a Tesla and I listen to an audiobook or a fun podcast like “Fat Mascara,” which is hosted by two beauty editors. At work, I mostly focus on research and product development. In the early evening, I see friends and I go to yoga class most nights. I end the day by going into the steam room and hot sauna with my facial mask on. The last thing I usually do is watch a Korean drama.
What do you do to stay inspired and encourage creativity?
My inspiration comes from people and animals. Just as the tobacco industry used to advertise cigarettes as safe and even used athletes and doctors for endorsements to make people think cigarettes are healthy, I feel there’s a lot of exploitation with women getting misled about cosmetics in the same way. I’m a huge advocate of educating the public so they can make informed choices. Animals also inspire me because they are innocently victimized and are helpless. These two inspire me to work hard to help people and animals.
If you weren’t running your own company, what would you be doing?
I would most definitely be a lobbyist for animal rights and ending animal cruelty. I believe I’d also still be working in some way to make consumer products safe and free of toxins.
What are your favorite 100% Pure products that you like to use?
Most nights, I use the Multi-Vitamin Serum on clean skin and the retinol night balm which I use not only around my face but even around my eyes, neck, décolleté, and back of my hands. I’m also a huge fan of our Peach Lip and Cheek Tint to give me a pop of coral pink.
You’ve recently partnered with Anthropologie to develop the skincare line, “Puristy.” What’s the story behind expanding to develop other skincare lines beyond 100% Pure? Is there anything else in the works?
I frequently get asked to develop brands and products by so many different companies, but I usually decline since I’m so busy with my own projects. I’m a fan of Anthropologie, however, so I was honored to collaborate with them. Plus, the head of beauty, Catherine Mollering, is someone I greatly admire and I couldn’t pass up the chance to work with her! There are some other projects in the works that I can’t speak of yet as I’m bound to confidentiality but more to come!
Do you have any advice for young creatives/entrepreneurs?
My biggest advice is to create the absolute best products possible. You can always get anyone to buy anything once, but you have to offer the best quality products to get a loyal following that will buy your products again and again.
Who is a notable Asian American (alive or deceased) that you admire most?
I admire this woman named Yang XiaoYun (IG: @friendsofyang) who rescues dogs in China from the Yulin Dog Meat Festival and takes care of them in her sanctuary.
Do you see a lack of Asian American influence or exposure in the beauty/wellness industry? If yes, how do you think this could be resolved?
I am seeing more and more Asian influence in the beauty industry, which makes me feel so happy.
Favorite words to live by?
Don’t waste your one precious life being unhappy. Live the life that will leave you no regrets.
Thank you for sharing with us, Susie!
Find out more about Susie and 100% Pure here.
I created this series to celebrate Asian Pacific American Heritage Month by featuring stories from leading Asian American creatives. Hearing from other Asian Americans in the creative space motivates me.
I hope to continue doing my part to encourage those within the AAPI community and beyond through content that honors my culture’s history, generates discussion, and inspires our future.
Photos courtesy of Susie and 100% Pure.
