I was researching for some obscure, clean makeup brands and I was so happy to have the problem of narrowing down my list to share with you. It was about 6 years ago when I started searching for a clean, professional makeup line that could stand up to those “big day” expectations yet not leave my clients feeling caked with makeup or worse, with a massive skin irritation or breakout after! At that time, I could count the few clean makeup brands that advertised their “free of…” with pride on one hand. Now, I could spend hours researching some truly amazing makeup brands, that ACTUALLY CARE. So, to not make this any more lengthy than it needs to be, here is my list of Sara approved brands that you should absolutely try.
For the drugstore savvy or preteen; I have really enjoyed some products that I have tried from E.L.F (Eyes, Lips, Face). Their foundations are quickly becoming competitive with some larger named brands (try Flawless Satin Foundation)! They aren’t 100% clean but their ingredient transparency is great, plus they are HUGE advocates for Vegan, Cruelty-Free, Paraben- free, PRIDE, Black lives Matter and to just be you!
Next is Physicians Formula! Remember back in the day… they had those baked powders and bronzers that were all the rage?!?! Well, they are still around and they have definitely stepped their game up on ingredients. They don’t disclose their “no-no list” on the website but state that it is 500+ ingredients strong, which I think says a lot about the brand. They have two foundations that I would LOVE to try, the Healthy Foundation with 20 SPF and Organic Wear Silk Foundation (dreamy ingredients, sounds like its best for dry skin types or getting the J-Lo GLOW) both are under $20!!!
For the “I kind of wear makeup but don’t”; I’m going to go with my first love, RMS Beauty. Rose-Marie Swift, founder and “the spirit of the brand” launched her deliciously dewy, raw (ingredients are listed on the label as LIVING ingredients) makeup line in 2009. I was just out of college and the ‘one and done’ makeup routine was my LIFE, which RMS had the all-in-one cheek/eyes/lip tints that still dominate the beauty industry TODAY. Most of her products are coconut based, so read the ingredient deck carefully if you have a sensitivity. The ingredient transparency, even down to the pigments used to achieve certain lip colors, is admirable and shows that this brand truly cares about what you put on your skin.
I recently discovered, Ilia, which came on the beauty scene in 2011 by Sasha Plavsic after discovering toxic ingredients in her mother’s daily use lip balm! This makeup feels and looks more like a skincare routine, WHICH I LOVE! The serum foundations have a dewy finish, lip colors are all richly pigmented but look oh so natural, like I kinda wear makeup but don’t (wink).
For the “It’s gotta be 100%”; These brands are DEFINITELY harder to come by but with a name like, 100% Pure , this brand has got you covered! Fruit pigmented makeup, clean candles, skincare and toxin-free nail polish… OH MY! Their mission, “ a commitment to producing the purest, healthiest products and educating everyone on why being 100% PURE™ is so important. We strive to live with compassion, kindness and empathy; to be environmentally sustainable and to improve the lives of 6 billion people and animals while also being charitable and giving back to our global community.” Nothing else to be said, check ‘em out!
Another cleverly named beauty brand hitting the mark for purity is Au Naturale. Launched in 2011, this cream-based makeup is GORGEOUS for all skin types, especially mature skins. Unique sample kits and duos are available that make choosing products easy, plus the packaging is super sleek and modern. Always a plus!
For the luxurious type; Fitglow Beauty and Inika Organic fall into the category of high quality, luxury cosmetics. From the website down to the brushes, these brands entrance you with sustainability, flawless ingredients and packaging you KNOW has the weight to prove it. Get out that credit card and splurge a little, you deserve it.
For the “I love a good story” type; Sappho New Paradigm joins this collection of unstoppable brands by clapping hands for women owned businesses and for its unique name, pronounced Saf-oh, who was a lady poet that lived in 600 B.C. Straight from the website, “We draw on the inspiration of a woman that was the first to tell “Herstory” and we see our journey in clean beauty and its aspirations as qualities that reflect her independence, her originality and her capacity for compassion.” Visit the site, read about how this brand got its identity, add a few items to your cart (foundations packaged in recyclable glass), and feel great about supporting this genuine business.
Idun Minerals, launched on National Women’s Day, this Swedish beauty has the fairytale mission and a milky Nordic look to complete the package. The luminous finishes, conscious beauty certifications, recyclable packaging are just the beginning of what this Stockholm based brand is achieving. Future goals for the company, “to have a circular business model in 2030.” Don’t you just love them already!!
Thank you for reading! If you come across a new and amazing cosmetic brand that you want to share, please reach out via email, materiamedica@gmail.com.
Sara
