Key Benefits

• Lifts and separates lashes.

• Coats with natural fruit pigment.

• Resists smudging and flaking.

• Conditions with every swipe.

Fruit Pigmented® Ultra Lengthening Mascara - Blackberry defines and lengthens lashes with a naturally rich, deep purple hue. The slim hourglass wand helps lift and separate each lash without clumping, delivering a soft, fluttery finish.

Formulated with natural pigments from black tea, berries, and cocoa, this mascara adds depth and colour while coating lashes with nourishing conditioners. The water-resistant formula holds up throughout the day without flaking or smudging.

Free from coal tar, teflon, and petrochemicals, Fruit Pigmented® Ultra Lengthening Mascara - Blackberry offers a clean, plant-based alternative for all skin types.

Fruit Pigmented® Ultra Lengthening Mascara - Blackberry delivers safe performance without relying on harsh chemicals. By avoiding coal tar and teflon, the formula reduces exposure to ingredients linked to potential health concerns, ensuring a cleaner and more skin-friendly option. Instead, it uses natural pigments and conditioners to lengthen and define lashes with lasting colour. This allows you to enjoy dramatic results with confidence in a safer, healthier formula.

100% Pure was founded by Susie Wang, James Wang, and Ric Kostick with a mission to create the purest, healthiest, and most nourishing formulas in beauty. Guided by compassion and sustainability, the brand formulates without harsh toxins, using only plant-based, cruelty-free ingredients. Every product is naturally pigmented with fruit, vegetables, tea, and cocoa, avoiding synthetic dyes and colourants. Each ingredient is ethically sourced and carefully processed to retain its natural benefits. With a focus on transparency, integrity, and skin health, 100% Pure offers you clean, effective formulations that care for your skin and the planet.

With our Healf Curation Process, we do the work for you. Shop with confidence knowing that every item has been tried, tested, and curated for you.

Learn more about each step—Brand Discovery, Expert Validation, and Community Testing—here.

Aloe Barbadensis Leaf Juice, Active Carbon (Bamboo Charcoal), Hydrogenated Jojoba Oil, Oryza Sativa (Rice) Starch, Stearic Acid (From Coconuts), Glyceryl Stearate (From Coconuts), Brassica Campestris Aleurites Fordi Oil Copolymer (From Rapeseed and Tung Plant Oil), Rubus Fruticosus (Blackberry) Fruit Extract, Ribes Nigrum (Blackcurrant) Fruit Extract, Vaccinium Myrtillus (Bilberry) Fruit Extract, Camellia Sinensis (Black Tea) Leaf, Pullulan (Polysaccharide From Fermented Cassava Plant), Euphorbia Cerifera (Candelilla) Wax, Pantothenic Acid (Pro-Vitamin B5), Biotin (Vitamin B7), Tocopherol (Vitamin E), Acacia Senegal Gum (From Acacia Tree), Xanthan Gum (Polysaccharide), Ricinus Communis (Castor) Seed Oil, Copernicia Cerifera (Carnauba) Wax, Glyceryl Caprylate (From Coconuts), Phenethyl Alcohol (Naturally Component in Roses), Mica (Mineral), Dehydroacetic Acid (Naturally Occurring in Solandra Flowers), Benzyl Alcohol (Component of Essential Oils). May Contain: CI 77891, CI 77499, CI 77491

Holding the mascara wand flat against the roots of your lashes, wiggle upwards to the tips. After a few moments, apply second coat. Continue to apply coats until desired length is achieved. For added length, curl lashes before applying.