The most trustworthy natural makeup brands to suit your health and creative needs.
It makes sense why people would want to make the switch to natural skin care. After all, your skin is the largest organ in your body. It lives and breathes, and is your body’s first layer of defense against the outside elements. What’s more, your skin actually absorbs a significant amount of the ingredients you put on it. You’ll want to pay attention to what kinds of chemicals are in your skin care products, because they could end up accumulating inside your body. But is there a reason to turn to natural makeup brands too?
The answer is yes! Conventional makeup products are also guilty of adding harmful synthetic preservatives, dyes, and fragrances that cause makeup to look pretty, but not so healthy for your delicate skin. The skin on your face is particularly permeable to chemicals, which is all the more reason to be wary of what’s in your favorite makeup products.
The great news is that natural makeup brands have been seriously upping their game in the past few years. It’s now possible to have a gorgeous product with high color payoff that lasts all day (and night) long, achieves that dreamy look you’ve been trying to go for, and is free of toxic ingredients.
The only thing is that not every “natural makeup brand” is as healthy as they sound, since the term “natural” isn’t regulated by the FDA. The FDA doesn’t even regulate the term “organic.” That’s why we’ve vetted some of the top natural makeup brands to make things easier for you. These brands are free of the most harmful synthetic ingredients such as parabens, phthalates, synthetic fragrances, and more. They offer a range of products to suit your fancy, have cruelty-free and ethical practices, and have won trust for their makeup collections.
Best natural makeup brands
100% Pure is a natural cosmetics brand based in California, and offers the biggest range of makeup products on this list. All of their products are cruelty-free, and have ingredient lists that look a lot like your shopping list at an organic grocery store—free of harmful synthetic ingredients, and chock full of antioxidant-rich fruits and veggies. Even the dyes in 100% Pure makeup are derived from fruit and plant pigments! 100% Pure products have been featured by makeup artists at New York Fashion Week, and are trusted for perfect daily and professional wear.
W3ll People is a natural makeup company that draws inspiration from skin care and minimalist design. They boast an amazingly wearable collection of makeup with stunning appearance and soothing feel. All of their products are cruelty-free, and without any petrochemicals or petroleum by-products. Instead, they focus on incorporating their hero botanical ingredient—organic aloe—into their formulas to create products that look pretty and help heal skin from daily environmental damage too. W3ll People products are handcrafted in small batches in the USA.
Alima Pure products come with minimal yet high quality ingredients, but are wonderfully versatile to use. They’re suitable for natural daily wear or for sophisticated high-end looks created by makeup artists. Alima Pure offers high-performing foundation and eyeshadow powders without needing to use talc, silicone ingredients, or synthetic preservatives. Looking for an beauty brand with an eco-luxe feel that’s still affordable? Their compacts are refillable too. Check out their large range of eco-friendly vegan makeup brushes too!
It’s clear that clean beauty easily triumphs conventional makeup products in terms of healthiness. In addition to that, Vapour’s sauve aesthetic and pure formulas set a new standard in modern makeup. All of their formulas are designed, manufactured, and distributed in their facility in New Mexico. Their eye makeup and lipsticks boast pigments and finish that are reminiscent of luxurious fine art. At the same time, Vapour products are also wonderfully inclusive. They offer face coverage makeup in a wide range of skin tones and undertones.
Pacifica is dedicated to infusing more playfulness and creativity into natural beauty. Both their packaging design and makeup products offer bold color and sparkle to help everyone live out their youth. The founder has a background in aromatherapy, so many of Pacifica’s products are also alluring in scent (relying only on natural fragrances!). What’s more, all Pacifica products are vegan and cruelty-free. The price point of Pacifica’s products can’t be beat (take a look at their expanding collection of makeup palettes!).
Image credit: Lily Lolo
Lily Lolo is a cosmetics line based in London that focuses on creating the healthiest and high performance mineral makeup. Thanks to their carefully balanced formulas and avoidance of harmful chemical ingredients, Lily Lolo’s mineral makeup is suitable to use for all skin types. It all goes together with Lily Lolo products: natural ingredients to keep skin healthy, promote flawless application, and create show-stopping looks.
Gabriel Cosmetics began as a botanical skin care company in 1992. The founder Gabriel De Santino realized that natural skin care wasn’t enough for women who were still covering their skin with toxic makeup ingredients, and created an impressive range of makeup products as well with the same health and eco-conscious standards. His Zuzu Luxe line includes makeup that’s cruelty-free, vegan, and gluten-free too.
RMS Beauty was founded by makeup artist Rose-Marie Swift with over 35 years of experience. What’s noteworthy is that Rose Marie recognizes the shortcomings of many natural cosmetics lines, and endeavors to formulate products that actually interact with and nourish skin. That means natural ingredients in their purest and unaltered form to enhance skin with wear. Rose-Marie continues to actively use her products as a MUA in the fashion industry.
Hush + Dotti is another clean beauty line founded by a professional makeup artist that combines the sunshine Californian aesthetic with New York pro artistry. All of their products are cruelty-free and vegan, and are made with food grade ingredients in small batches to ensure the highest quality.
Whether you have sensitive skin, want a cleaner lifestyle, or are simply looking for something new to jumpstart your makeup routine, there are so many reasons to give natural makeup a go. These natural makeup brands remain true to their founding ideals, continue to develop products that look and feel healthful, and meet their fans’ creative fancy. Let us know if you have a new favorite you’d like to share with us!
Interested in learning more about natural beauty? Give these guides a quick read!
What’s Organic Skin Care, and Which Brands Should I Choose?: The scoop on natural and organic skin care, and the brands that have earned their customers’ trust.
The California Cruelty-Free Cosmetics Act—What It Means for the Beauty Industry: The future of cruelty-free beauty looks bright.
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