We use all-natural ingredients with the highest level of purity and integrity when formulating our
products. It’s our ongoing mission to create natural cosmetics that are among the most luxurious, safest and most natural products available.
We believe there are misconceptions and confusion about the word “all-natural” and “natural” as the term currently applies to natural makeup in general. There’s currently no definition or regulation around the phrase “natural makeup” or “all-natural makeup” in the USA which means anything can be put into a product and be marketed as a “natural cosmetic”. For this reason, we want to have an open dialogue with our customers about not only what’s in our products and why, but also what ingredients we choose not to use.
We know as a customer, you are exceptionally savvy, have done your research and developed your criteria for what ingredients are right for your body and your beauty.
All-natural makeup is comprised of all-natural ingredients; but what does that really mean in the context of makeup? All natural cosmetic ingredients that come from the earth, whether cultivated or mined, go through a man-manipulated process to refine or purify them to be used in cosmetics
In every industry, we pay more for purity. The purer our gold and the more flawless our diamonds are, the more they cost. The exact same principle is true for cosmetic ingredients, though you can’t distinguish the purity level on the labels.
All-Natural Pigments and Minerals: The first thing required for a great natural makeup product is amazing color. There are only a few stable natural color sources for natural makeup. Due to differences in purity levels, not all natural pigments are the same from one brand to another even though they may have an identical listing on the ingredient list.
Whites: The most common natural pigment sources are Titanium dioxide and Zinc oxide which not only offer the opacity and coverage required by many makeup products, they also contribute to any white in a product and give the product it’s SPF rating.
Reds, Oranges, Yellows, Blacks & Browns: The reds, oranges, yellows, blacks and browns you see in your all-natural makeup come from Iron oxides. Just like the name suggests, these pigments are essentially oxidized iron otherwise known as rust. When the Iron oxides are extracted from the earth, they go through a refinement and purification process to remove any other trace elements or metals from the Iron oxide ore.
Micas: Micas are light, soft flaky minerals from the earth that are heat manipulated by man and blended with Iron oxides and Titanium dioxide to create distinct colors and shimmers. Whenever you see Mica on an ingredient list you will almost always see Iron oxides and Titanium dioxide also listed as the Mica is processed in the final stages with these ingredients for cosmetic effects.
All-Natural Emollients and Binders: We choose to formulate with all-natural, certified organic ingredients that create the gel like a creamy consistency to our products. We avoid common PEG and other petroleum-based emollients and binders still found in natural cosmetics to ensure that our formulas are as natural as possible.
The term all-natural makeup is still up for individual interpretation. All cosmetic ingredients are man manipulated which means that even the most natural cosmetic ingredients have undergone man-manipulation and refinement taking them one step away from mother nature. We choose to formulate with all-natural ingredients that offer the highest level of refinement and organic agricultural processes to ensure the purest possible products.
Checkout our All-Natural Promises,
Mineral Makeup FAQ
FD&C and Lake Dye Free
Our No-Go List