The all-vegan cosmetics company is on PETA's list of companies that don't test on animals, and has been since 2005, and is showing no signs of bowing to pressure to enter China, having confirmed to PETA that it will not market its products in China.
The Chinese government currently requires cosmetics and personal care companies to test products on animals in order to market their products in the country.
Many companies around the world have pledged their commitment to PETA, and many others have committed to not entering the Chinese market until the government's requirements for cruel tests on animals are lifted.
This list includes Urban Decay, NYX, Paula's Choice, The Body Shop, Jack Black, and Yes To Carrots; whilst Paul Mitchell Systems, Dermalogica, Pangea Organics, and Nature's Gate all pulled out of China in order to stay cruelty-free.
For refusing to enter the market 100% Pure received PETA's Courage in Commerce Award, as the latter looks to encourage more companies to follow suit.
"By staying out of China, 100% Pure is living up to its reputation as a conscientious, cruelty-free company," says PETA senior vice president of Laboratory Investigations Kathy Guillermo.
"PETA encourages all kind consumers to support the quickly growing list of ethical companies that have pledged never to harm animals anywhere in the world."
The full list of the more than 1,300 companies that don't test on animals is available on PETA's website.
Last year, some of the industry’s big players such as Estée Lauder, Avon, Revlon and Mary Kay all went into the pressure group’s bad books having been discovered to be abiding by Chinese regulation and testing products on animals.
Their response was that they only did it as regulation required it, and is avoided in every other market.