She Strengthens

The Quest for Natural Beauty: Unraveling the Mystery of Safe and Effective Products

When it comes to beauty products, deciphering the ingredient list can be a daunting task. The sheer number of unfamiliar terms can leave even the most diligent consumer feeling overwhelmed. As a result, many of us yearn for products that are natural, organic, and non-toxic. But what does “natural” really mean in the world of beauty?

Defining “Natural”: The Elusive Truth

Unfortunately, the term “natural” is often nothing more than a marketing ploy. The United States Food and Drug Administration (FDA) has never defined the term, nor has it established a regulatory definition for it in cosmetic labeling. This lack of oversight means that brands can make false claims about their products, making it crucial for consumers to do their due diligence.

Key Considerations for Choosing a Natural Brand

Before committing to a brand, ask yourself:

• Does the brand disclose the sourcing of its ingredients?
• Are the packaging methods sustainable and recyclable?
• Are synthetic preservatives used in the products?

Debunking the Myth: “Natural” Doesn’t Always Mean Safe

Just because a product is labeled “natural” doesn’t mean it’s automatically safe for everyone. Each person’s skin reacts differently to ingredients, and allergies can still occur. Always perform a patch test before introducing a new product into your routine.

19 Natural Makeup Products That Meet the Highest Standards

We’ve curated a list of 19 natural makeup products that meet the strict standards set forth by Credo or the Environmental Working Group (EWG). These brands prioritize natural packaging methods, non-synthetic ingredients, and eco-friendly practices.

Price Guide

• $: under $10
• $$: $20-$50
• $$$: over $50

Leaping Bunny Certification: The Gold Standard for Animal-Friendly Products

The Leaping Bunny certification, overseen by a coalition of eight animal protection agencies, guarantees that a product was produced without harming animals.

Meet the Brands That Are Redefining Natural Beauty

From 100% Pure to LAMIK, these brands operate on a small scale, prioritizing natural ingredients, eco-friendly practices, and social responsibility.

100% Pure: Toxin-Free Beauty with a Philanthropic Twist

This brand boasts a wide range of makeup products, including fruit-tinted shades and a philanthropy program that donates dog food meals to shelters.

Tata Harper: Natural Skin Care with a Personal Touch

Founder Tata Harper launched the line after her stepfather’s skin cancer diagnosis, driven by a desire for effective, natural products.

Vapour Organic Beauty: Eco-Friendly Products That Rival Conventional Brands

The founders of Vapour set out to create durable, high-quality products that use minerals and carmine instead of synthetics.

Clove + Hallow: Gentle Ingredients and Advocacy

This brand uses a maximum of 15 gentle ingredients per product and donates to the NAACP Legal Defense and Educational Fund and the Loveland Foundation.

Rituel de Fille: Artist-Founded Brand with a Focus on Minimal Ingredients

Founded by three artist sisters, Rituel de Fille prioritizes using as few ingredients as possible and has a handy ingredient encyclopedia for transparency.

Kosas: Luxurious, Harsh-Ingredient-Free Makeup

This brand has banned over 2,700 harsh ingredients and adheres to the Sephora and Credo clean standards.

Jane Iredale: Charitable Brand with a Focus on Clean Beauty

Jane Iredale has donated over $1,000,000 to charities like Look Good Feel Better and i-tri.

Bite Beauty: Innovative, Clean Products with a Focus on Pigmentation

Bite products come in bold, pigmented colors and are tested by a third party to ensure they’re clean and safe.

Alima Pure: Carbon-Neutral Brand with a Focus on Eco-Friendliness

This brand uses high-quality, pure ingredients and is focused on being environmentally conscious, offsetting 100% of their carbon emissions.

Kari Gran: Hand-Poured, Eco-Conscious Makeup

Started by two beauty-loving friends, Kari Gran makes makeup that’s clean and eco-conscious, partnering with the Plastic Bank to become 100% plastic neutral.

Juice Beauty: Plant-Based Beauty with a Focus on Antioxidants

This plant-based beauty company uses antioxidant-rich organic botanical juice bases instead of PEGS/petroleum derivatives or water.

Ilia: Clean Beauty with a Skin Care Angle

Ilia incorporates skin-protective ingredients like SPF into its formulas, working to create clean beauty products that make no compromises.

Burt’s Bees: OG Natural Product Line with a Nature-Forward Reputation

This brand has been around since the early 90s and strives to preserve its nature-forward reputation.

RMS Beauty: Minimal Heat Manufacturing for Maximum Nutrient Retention

RMS Creator Rose Marie Swift launched the line after 35 years in the fashion and makeup industry, using minimal heat in the manufacturing process to maintain nutrient benefits.

Exa: Credo’s New Line with a Focus on Accessibility and Giving Back

Exa is Credo’s new line, priced to be more accessible at $38, and donates a percentage of proceeds to Women’s Voices for the Earth.

HAN Skincare Cosmetics: Plant-Derived Pigments and Social Responsibility

This brand derives pigments from plants and vegetables, partners with local organizations, and supports Breast Cancer Prevention Partners.

Range Beauty: Nontoxic Line Catering to All Skin Tones and Genders

Founder Alicia Scott created this line to address the lack of diverse shades available on the market, offering clean beauty for the “forgotten shades.”

Hi Wildflower: Botanical Lipsticks and Eye Shadows with a Social Conscience

This niche beauty company carries only botanical lipsticks, eye shadows, and perfumes, supporting organizations like Girls Write Now and Black Lives Matter.

LAMIK: Natural, Safe Beauty for Women of Color

Founder Kim Roxie set out to create a natural, safe beauty brand for women of color after working as a makeup artist and being appalled by mainstream ingredients.