The Pursuit of Natural Beauty: Unpacking the World of Non-Toxic Cosmetics
As we scan the ingredient lists of our favorite beauty products, it’s easy to feel overwhelmed by the sheer number of unfamiliar terms. With the rise of natural and organic cosmetics, it’s more important than ever to understand what goes into the products we put on our skin.
Defining “Natural” in Beauty Products
Despite its widespread use, the term “natural” remains loosely defined in the beauty industry. The FDA has not established a regulatory definition for “natural” in cosmetic labeling, leaving brands to interpret it as they see fit. This lack of oversight can lead to misleading marketing claims, making it crucial for consumers to do their due diligence when shopping for natural makeup.
Key Considerations for Natural Makeup
When evaluating a brand or product, ask yourself:
- Does the brand disclose its ingredient sourcing?
- Are sustainable and recyclable packaging methods used?
- Are synthetic preservatives avoided?
Natural Doesn’t Always Mean Safe
Even natural ingredients can cause allergic reactions. Always perform a patch test before introducing a new product into your routine.
19 Natural Makeup Brands That Meet High Standards
We’ve curated a list of brands that adhere to strict standards, such as those set by Credo and the Environmental Working Group (EWG). These brands prioritize natural packaging, non-synthetic ingredients, and eco-friendly practices.
Price Guide
$ = under $10
$$ = $20–50
$$$ = over $50
Leaping Bunny Certification: A Guarantee of Cruelty-Free Products
Look for the Leaping Bunny logo, which ensures that a product was produced without harming animals.
Brand Spotlight: 100% Pure, Tata Harper, and More
These brands operate on a small scale, focusing on natural ingredients, sustainable practices, and social responsibility.
- 100% Pure: Offers a wide range of toxin-free products, including makeup and skin care, with a philanthropic program that donates to animal shelters.
- Tata Harper: Creates natural, effective products with a focus on skin care, using minerals and carmine for color.
- Vapour Organic Beauty: Provides eco-friendly products with natural ingredients, prioritizing sustainability and quality.
Eco-Friendly Brands
- Alima Pure: A carbon-neutral company that offsets 100% of its carbon emissions and uses renewable energy sources.
- Kari Gran: Hand-pours products in small batches, partnering with the Plastic Bank to become 100% plastic neutral.
- Juice Beauty: Uses antioxidant-rich organic botanical juices as a base, rather than petroleum derivatives or water.
Easy-to-Find Brands
- Burt’s Bees: A natural product line that’s been around since the 90s, preserving its nature-forward reputation.
- RMS Beauty: Creates products using minimal heat, maintaining the beneficial properties of nutrients.
- Exa: Credo’s new line, made with natural and naturally-derived ingredients, priced accessibly at $38.
BIPOC-Owned Brands
- HAN Skincare Cosmetics: Derives pigments from plants and vegetables, partnering with local organizations to address homelessness and breast cancer prevention.
- Range Beauty: Offers a nontoxic line catering to diverse skin tones and genders, with a focus on social consciousness.
- Hi Wildflower: Carries botanical lipsticks, eye shadow, and perfumes, supporting organizations like Girls Write Now and Black Lives Matter.
- LAMIK: A natural, safe beauty brand for women of color, founded by Kim Roxie after being appalled by mainstream ingredients.
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