Use These Simple Steps To Build An All-Natural Cosmetics Collection

Organic Natural Makeup Brands – The Best Non-Toxic and Clean Makeup

Use These Simple Steps To Build An All-Natural Cosmetics Collection

Natural makeup has come a long way in the last five years. Where it was once difficult—if not impossible—to find natural products with vivid colors, a wide range of skin tone options, and long-lasting staying power, clean cosmetics is now bursting with innovative brands that has left conventional beauty companies scrambling to keep up.

“One of the things people don't realize about clean makeup is that it is an extension of skincare,” says Tara Foley, founder of clean skincare retailer Follain. “A truly clean makeup product is going to nourish your skin.”

As with any makeup product, it takes a bit of trial and error to find the right one for you. But to give you a head start, we've curated our favorite, editor-tested and makeup artist-approved natural cosmetics that actually work.

Key: V (vegan), O (organic), S (sustainable)

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1 Cream Blush Makeup Compact

Kjaer Weis


Known as the Rolls-Royce of clean beauty, Kjaer Weis (pronounced Kaia Vice) is leading the movement with high-performing, luxury makeup that is both certified organic and sustainable.

Founded by Danish-born makeup artist Kirsten Kjaer Weis, the refillable metal compacts boast a minimalist Scandinavian aesthetic for even the most design-conscious among us, with each ingredient carefully considered for its ability to work with the skin, not against it. Made in Italy, Kjaer Weis products are Certified Natural or Certified Organic by the Controllo e Certificazione Prodotti Biologici.

“Kirsten wants her products to sit in your vanity a fine piece of jewelry you can hang on to forever,” says clean makeup artist Sarah Rose. “Every single product is just as efficacious as you would find in the conventional world. The performance is there, and beyond that, the packaging is as sustainable as it gets.” 

Available in seven colors, the Cream Blush Makeup Compact gives you a flawlessly natural glow thanks to its superior blending capability. The best news: Refills are half the price of the original compact.

V, O, S

2 Oat Milk Foundation

Ere Perez


Carbon neutral and UN Global Compact certified, Ere Perez not only focuses on the cleanliness of its natural ingredients, but its commitment to ethics and sustainability is unparalleled. (The brand is audited twice a year to quantify how many carbon emissions it produces. Wind turbine credits are then purchased to offset the emissions.)

The Australian-owned company prides itself on producing healthy, natural makeup with carefully selected premium quality ingredients (oils, plant extracts, and minerals) that are blended with antioxidants. The result is nourishing makeup loaded with vitamins and organic oils.

The long-lasting, buildable Oat Milk Foundation is a lightweight base that won’t clog pores, and its hydrating formula actually helps to improve your natural skin underneath. It's perfect if you a dewy skin- finish.

V, S

3 Wild with Desire Lipstick



Created by celebrity makeup artist Rose-Marie Swift, RMS Beauty was one of the first brands to break away from toxin-laden cosmetics and transform the way women use makeup. 

Formulated with raw, food-grade, and organic ingredients, RMS's coconut oil-based products contain enzymes, vitamins, and antioxidants that nourish the skin with maximum color payoff.

“The lipstick shade 'RMS Red' is my go-to,” says clean makeup artist Sarah Rose. “I wear it every day. It's a true red with a natural satin finish to boot.”


4 Limitless Lash Mascara

Born and raised in Vancouver, Sasha Plavsic founded ILIA Beauty when she set out to recreate her favorite lip balm to be safe, effective, and natural. 

More than a decade later, ILIA Beauty is leading the charge with clean makeup infused with skincare.  Transparent about ingredients, Plavsic is mindful that not every natural ingredient is good for the skin, nor is every synthetic bad. “It usually requires a combination of both to achieve a truly exceptional product,” she explains. 

With sleek packaging crafted from recycled aluminum and recycled paper printed with vegetable-based dyes, each product is designed with a mix of natural and organic botanics as a base, and at times, safe synthetics to ensure products go “above and beyond the expectations of natural.” 

ILIA's Limitless Lash Mascara is a flake-free formula that is 99 percent natural and 25 percent organic. It curls, lengthens and volumizes—and helps to boost and enhance lash health. Welcome to your new favorite mascara. 

O, S

5 Mai-Light Highlighter Stick



Started by Priscilla Tsaia, a former Wall Street investment banker, cocokind was originally created as a holistic way to treat hormonal acne. 

Each food-grade formula is crafted with 10 plant-based ingredients or less, and several products are USDA certified organic by CCOF. (Products that do not contain organic beeswax are certified Vegan Action through the Vegan Awareness Foundation.)

In its commitment to girl power, cocokind has also set up an impact foundation to provide financial grants to female entrepreneurs in the health, wellness, and sustainability industries to help more women create social impact through business. 

Brimming with powerful adaptogens and nourishing oils, the Mai-Light Highlighter Stick delivers on-the-go radiance, without looking overly sparkly. A bonus? Its organic maitake mushrooms stimulate collagen production and improve cell turnover. 

V, O

6 Bio Correct Multi-Action Concealer



W3LL PEOPLE (pronounced well people) was founded by makeup artist Shirley Pinkson, cosmetic dermatologist Reneé Snyder, and eco-entrepreneur James Walker to create toxin-free cosmetics made in small batches, with premium natural and organic ingredients.  

The Austin, Texas-based brand uses a modern approach to beauty that is built on simplicity and performance, with plant-based formulas that contain hydrating and therapeutic botanicals, including organic aloe, organic chamomile and organic green tea. Whether you're after flawless, light coverage or soothing protection, W3LL PEOPLE is perfect for those who a “no makeup” makeup look.

With a mousse texture that blends onto skin with minimal effort, the Bio Correct Multi-Action Concealer is half eye treatment, half concealer. Green coffee seed oil eliminates puffiness, pumpkin seed brightens, and coconut oil hydrates—all with a creaseless finish. 


7 Velvet Eyeshadow Palette – Iconic

Beauty Counter


Beautycounter founder Gregg Renfre doesn't mince words.

 “As I applied sunscreen, lotion, and any number of beauty products on myself and my kids, I never thought for a second they might not be safe: After all, I thought, we live in a country that regulates everything,” she explains.

“But I learned that when it comes to the personal care industry, that's simply not the case. Companies are allowed to use harmful ingredients and make their own judgments about safety.”

Enter Renfre's Beautycounter, a Santa Monica-based brand that has created its own high standards in pursuit of clean beauty, with more than 1,500 questionable ingredients never used in its formulations.

 The brand, a Certified B Corporation, also advocates for stricter guidelines and regulations to shift the personal-care industry away from using harmful ingredients.

(With the brand's commitment to transparency, it's also working with How2Recycle and other packaging industry experts to formulate, educate, and advocate for more sustainable packaging.)

Its Iconic Velvet Eyeshadow Palette is, well, iconic with clean makeup diehards thanks to its nine long-wearing shades that transition effortlessly from day to night.  

8 PureLash Lash Extender & Conditioner

Jane Iredale


“Jane Iredale has been around forever,” says clean makeup artist Sarah Rose. “She knows her stuff.”

Indeed, Iredale launched her mineral makeup line in 1994, when the idea of makeup with skincare benefits was still revolutionary. Paving the way for brands that would eventually follow, Iredale has long focused on effective and nourishing mineral makeup that embraces natural beauty.

Iredale's PureLash Lash Extender & Conditioner is the secret weapon of the makeup industry. “If you use it underneath any natural mascara, it acts as an anchor,” says Rose.

“It's a white lash primer that holds any natural mascara, so it doesn't smudge or flake, and it also builds volume and holds curl.

 Any natural mascara can withstand an entire hot July humid day if you're using the PureLash.”

9 Weightless Lip Color Lipstick

Founded in 2015 by Los Angeles-based scientist and artist Sheena Yaitanes, Kosas uses prestige ingredients and botanically-rich formulas to create effective makeup that flatters a true range of skin tones—it just so happens to be made of clean ingredients.

Yaitanes’s fascination with makeup led her to study chemistry at UCI, while completing a painting apprenticeship with artist Stephanie Pryor. The result? A game-changing, clean lipstick formula that stays on throughout the day. Made from hydrating botanical oils and safe synthetics, the Weightless Lip Color Lipstick comes in eight shades.

“They're a six-hour wear and super hydrating,” says clean makeup artist Sarah Rose. “They don't smudge.” 

10 Atmosphere Soft Focus Foundation

Vapour Organic Beauty


Based  Taos, New Mexico, Vapour founders Krysia Boinis and Kristine Keheley combined their respective specialties in botanical alchemy and color theory to form an organic beauty brand that combines skincare with makeup. The result is high-performance cosmetics formulated using the purest, active ingredients from the earth—and nothing else.

Sustainability is also a focus. Products are made in a USDA organic-certified facility, using passive solar daylighting and renewable energy in their lab, offices, and warehouse. They also use a flood-fill system to reduces waste.

 When it comes to packaging, their product boxes are made from managed forest paper stock, printed with soy ink in a wind-powered facility.

Meanwhile their solid products are packaged in recyclable aluminum, and liquid products are packaged in glass. 

With 27 shades, Vapour's Atmosphere Soft Focus Foundation has become a cult favorite as the go-to medium to full coverage option among clean beauty fanatics.

Designed to balance normal, sensitive, and combination skin types, its satin finish creates dewy skin, while putting imperfections into softer focus.

 “This foundation is something that I will forever use, always, without a doubt on myself and on every single bride,” says clean makeup artist Sarah Rose. 

O, S

11 Lip Whip

Kari Gran


When Kari Gran was diagnosed with an autoimmune disease in her 20s, she started to think about the connection between her health and what she put on her skin. Unable to find performance products that met her clean standards, she set out to develop a natural, back-to-basics line using premium organic and naturally-derived ingredients, with safe formulas. 

Today, all of Kari Gran's hand-poured products are made using organic, wild harvested, and non-GMO ingredients that gently—and safely—nourish the skin. 

The brand's Lip Whip—a tinted glossy balm containing peppermint oil to enhance microcirculation with a plumping effect—is “life changing,” says clean makeup artist Sarah Rose.


12 Brow Defining Crayon



Not long ago, natural brow products consisted of pencils and powders that looked either too ashy or too fake. Enter Ecobrow, founded by expert brow threader and celebrity makeup artist Marco Ochoa in 2013. 

With a long-lasting, cream-to-powder finish, Ecobrow's mineral-based and smudge-proof line comes in six shades. Its latest product, the duel-sided Brow Defining Crayon, is known for a non-waxy, natural, matte finish. A unique slant tip gives precise definition, while a spoolie brush helps blending for effortless application. 


13 Conceal +



“Fitglow's concealers mean business, they're so good,” says clean makeup artist Sarah Rose. “They're high pigment and semi-matte so they're good for under eyes or blemishes. They're my everything as far as concealers go.”

Founded by Canadian Anna Buss, who for years suffered from the redness and inflammation that comes with rosacea, Fitglow aims to improve and transform skin with evidence-based formulas derived from plant stem cells to rebuild skin health.

The key, Buss says, is not just clean ingredients, but how they work with the skin. Crafted from ethically sourced, organic ingredients, the Conceal + is full coverage to camouflage problem skin. 

A blend of organic green tea, vitamin K, and licorice root diminishes the look of blemishes, pigmentation, and fine lines, while the creamy texture blends easily into the skin.


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Simple Steps to Safe and Natural Personal Care {And 18 Homemade Beauty Recipes}

Use These Simple Steps To Build An All-Natural Cosmetics Collection

By Emily, Contributing Writer

As you’re beginning your journey toward more green and natural living, one surprising thing you will most ly encounter early on is the truth about the dangerous chemicals and toxins lurking in the personal care and beauty products you use every single day. This knowledge can be somewhat shocking and overwhelming at first. I know it was for me!

I specifically remember what I first thought upon hearing about the EWG’s Cosmetic Safety Database, where they score personal care products the toxicity of the ingredients.

It went something this, “I just really can’t believe that! There is just NO WAY that the government would allow toxic ingredients in products that we buy at the store and use on ourselves and our kids, every single day!”

It was hard for me to wrap my mind around the fact that the government in the United States really does not provide any control or regulation over the cosmetics industry.

I thought the purpose of the government was to protect the people from danger – including dangerous chemicals and products.

But unfortunately, when it comes to personal care products, that’s not the case at all.

From the Campaign for Safe Cosmetics:

“The agency charged with oversight of cosmetics, the U.S. Food and Drug Administration (FDA), has no authority to require pre-market safety assessment as it does with drugs, so cosmetics are among the least-regulated products on the market.

The FDA does not review – nor does it have the authority to regulate – what goes into cosmetics before they are marketed for salon use and consumer use.

In fact, 89 percent of all ingredients in cosmetics have not been evaluated for safety by any publicly accountable institution.”

Some may say that many of the ingredients used haven’t been proven to be dangerous, and that may be true, but there are many chemicals used in cosmetic products that have been linked to things allergies and asthma, development and reproductive toxicity, endocrine disruption, and cancer. Others may say that the levels of these chemicals in products are so low that they can’t really have a harmful effect on us.

I believe that it is wise to follow the precautionary principle, and so, the reality is, if the government is not going to make sure that personal care products are safe for us to use, we will have to do it for ourselves and our families!

Photo by shawncampbell

If it feels overwhelming to you to change all of the personal care products that your family uses on a regular basis, I want to encourage you that all it takes is one step, one change, at a time.

You don’t have to overhaul your entire bathroom and beauty routine all at once. Start with just one product, maybe the one you use the most, or maybe one of your children’s bath products.

  1. Look up the product you currently use on the Cosmetic Safety Database, and if you’re comfortable with the ingredients and the score it receives, you can continue using it, knowing that you’ve done your research about its safety.

Or, if you’re not comfortable with the ingredients in that product you can:

  1. Check the Cosmetic Safety Database again for natural and safe alternative products that you can buy at the store or order online.
  2. Begin making your own homemade version of the product, so you can control the ingredients that go into it.

Once you feel comfortable with your decision about that first product, move on to another product, and walk through the same steps. Keep repeating the process until you are comfortable and have researched all of the products that are a part of your family’s personal care routines.

Most ly you will end up using some combination of the second set of options to replace most of your family’s products. For my family, I buy some of our products from safe and natural brands that I am comfortable with their ingredients lists, and I also make several of our products at home; we have found that to work best for our family.

To help you get started with making your own basic homemade beauty products, here’s a list of recipes you can easily make yourself at home.


‘No Poo – The Natural Way to Clean Your Hair

DIY Dry Shampoo

All-Natural Homemade Shampoo


See the posts above on the No ‘Poo Method which includes a conditioning hair rinse.

Homemade Detangler or Leave In Conditioner

DIY Conditioning Hair Mask

Bath Soap

Homemade Citrus Body Wash

DIY Natural Castile Soap Body Wash

Face Wash

How to Wash Your Face Using The Oil Cleansing Method (Video)

4 DIY All Natural Facial Cleansers

Jojoba and Rose Water Natural Face Cleanser


Homemade Hard Lotion Bar

Luxurious Lotion Bar

Simple Nourishing Hand and Body Cream


Natural Homemade Deodorant 

Gentle All-Natural Deodorant Stick


Natural Homemade Tooth Powder

All-Natural Toothpaste 

Homemade Clay Toothpaste

By walking through these simple steps, choosing natural brands, and making your own products at home, you can be sure that the personal care products in your home are non-toxic and safe for your family to use!

How have you made changes to your family’s personal care routine? What are your favorite beauty products to make yourself?

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10 Natural & Organic Makeup Brands Your Face Will Love You For

Use These Simple Steps To Build An All-Natural Cosmetics Collection

Have you noticed 'natural' and organic’ seem to be on every cosmetic label these days? Us too. Unfortunately, lack of regulation means these marketing buzzwords don't always reflect a product’s ingredients.

Don't worry, though—we've searched far and wide for very best makeup and skincare collections that are truly natural, organic, and cruelty-free! Using pure and earth-friendly ingredients, these brands are as clean as they are effective.

So, in pursuit of living simpler, more natural lives, here are our favorite organic beauty brands, ranging in price and product. This list is updated regularly, so please share your favorite natural cosmetics in the comments below! And don't miss our guides for natural skin care, foundations, lipsticks, and mascara!

Natural & Organic | Yes
Best For | Fruit-pigmented lip & cheek tint
Eco-Friendly | Recycled packaging
Ethical | Cruelty-free, made in the USA
Price Range | $7 (face masks) – $65 (serums)

100% Pure aims to create the world’s purest organic and all-natural line of cosmetics, beauty products, and skin care. The brand’s vegan cosmetics are formulated with high-performing antioxidants, naturally occurring vitamins, and essential oils to give your skin maximum benefits. The brand even offers soaps and shampoos to complete your beauty routine!

Shop 100% Pure

Natural & Organic | Yes
Best For | Tinted moisturizer
Eco-Friendly | USDA Organic, local sourcing, recycled packaging, solar & wind power operations
Ethical | Vegan, cruelty-free, gives back
Price Range | $22 (eye pencil) – $45 (cream foundation)

Founded from a desire to create meaningful, healthy change in the beauty industry, Juice Beauty creates organic and natural clinically validated skin care and vibrant plant-pigmented cosmetics.

All of their products are vegan and cruelty-free, they utilize sustainable energy sources for production, and they’re USDA certified organic so you can feel good about what you’re putting on your skin!

Shop Juice Beauty

Natural & Organic | Yes
Best For | Powder foundation for all skin tones
Eco-Friendly | Soy-based inks on recycled packaging, carbon-neutral, reusable compacts
Ethical | Cruelty-free, Certified B Corp
Price Range | $14 (eyeshadow) – $46 (primer) 

All Alima Pure products are formulated with the highest quality, purest ingredients for maximum impact—and the natural makeup brand never uses synthetic dyes or tests products on animals. We love the diverse shades and the brand's dedication to uncompromising natural and organic beauty.

Shop Alima Pure

Natural & Organic | Yes
Best For | Minimalist makeup
Eco-Friendly | Uses natural ingredients, sustainable practices
Ethical | Cruelty-free, vegan-friendly, made in the USA
Price Range | $12 (mini creme bronzer) – $29 (foundation stick)

If you’re going for the perfect no-makeup look, W3LL PEOPLE is the brand for you.

The cruelty-free and natural cosmetics in this collection are designed to nourish and soothe your skin while also giving you the color and coverage you desire. Plus, the line includes many vegan products we adore.

We love how versatile and affordable W3LL PEOPLE’s handcrafted products are, especially the multi-use, monochromatic cream stick that works for lips, eyes, and cheeks. 


Natural & Organic | Yes
Best For | Concealer & highlighters
Eco-Friendly | Recycled glass & lid
Ethical | GMO-, soy-, & nano-free, cruelty-free
Price Range | $15 (nail polish) – $36 (cover-up)

RMS Beauty is renowned in the beauty world, and for a good reason.

The brand's cosmetic collection is produced with raw, food-grade, organic materials that hydrate and illuminate your skin while enhancing and improving your already beautiful complexion.

The brand is dedicated to transforming the way people use makeup, creating a product that is not only non-toxic but also healing and nourishing.

Shop RMS Beauty

Natural & Organic | Yes
Best For | Bold lip colors
Eco-Friendly | Organic, naturally sourced ingredients
Ethical | Vegan, cruelty-free, gluten-free, ethically sourced, made in the USA
Price Range | $18 (lip gloss) – $38 (foundation)

Au Naturale has been a leader in the clean beauty revolution since 2011.

Founded by a nuclear analyst looking for cosmetics that would be safe and nourishing for her skin, Au Naturale products are vegan, gluten-free, non-toxic, and paraben-free.

These cosmetics are created to be refreshing and non-irritating for your skin. We love the classic lip colors and the numerous shades of foundation.

Shop Au Naturale

Natural & Organic | Yes
Best For | Multi-use sticks, serum foundations
Eco-Friendly | Recycled packaging whenever possible, vegetable-dyed, recycled aluminum
Ethical | Natural & organic ingredients, sustainable & eco-friendly packaging, cruelty-free
Price Range | $24 (Eye primer) – $54 (Foundation)

The best makeup brands blend natural, effective ingredients with nourishing vitamins and oils in skin care. Enter Ilia. This natural cosmetic brand is making formulas from scratch to ensure your makeup is the cleanest it can be. We love the multi-purpose sticks for travel and a compact makeup collection.

Shop Ilia

Natural & Organic | Active natural botanical ingredients with some clean synthetics
Best For | Cream blush & highlighter duos, lipsticks & glosses
Eco-Friendly | Botanically based, no parabens, phthalates, or mineral oil
Ethical | Cruelty-free, vegan, transparent about ingredients
Price Range | $28 (lipstick) – $42 (tinted face oil)

Kosås is on a mission to reinvent our beauty routines through intentional formulations and craft cosmetics. Founded by a chemist dedicated to clean and quality cosmetics, the brand's natural beauty collection is filled with nourishing botanical ingredients. We especially love the dimensional color you can achieve with the cream blush duos and the inclusive shades of face oil.

Shop Kosås

Natural & Organic | Yes
Best For | Multi-use products
Eco-Friendly | Recycled packaging, wind-powered factory
Ethical | Cruelty-free, made in the USA
Price Range | $20 (highlighter) – $125 (serum)

Vapour Organic Beauty products contain only natural, healthy, and minimally processed ingredients. The company has earned a ‘Champion’ Safety status from the Environmental Working Group for Safe Cosmetics and is a member of the Leaping Bunny Program. Wear with confidence—Vapour’s organic cosmetics are never tested on animals.

Shop Vapour Organic Beauty

Natural & Organic | Non-toxic formulas & ingredients
Best For | Essentials
Eco-Friendly | Natural ingredients
Ethical | Cruelty-free, Leaping Bunny Certified
Price Range | $15 (lipgloss) – $32 (eyeshadow palette)

P/Y/T Beauty was founded by Amy Carr and Mary Schulman—two women who were tired of all the BS ingredients in cosmetics. Prompted by their daughters, who were equally unimpressed with the long list of chemicals in US-made makeup, the women created products without harmful toxins. Shop this brand for no-BS concealer, eyeshadow palettes, mascara, and more.

Shop P/Y/T Beauty

The Good Trade editors endorse products we genuinely love. If you end up making a purchase through one of our affiliate links, we may earn a commission. Learn more here.


What Is Clean Beauty? – How to Find Green, Natural, and Organic Makeup

Use These Simple Steps To Build An All-Natural Cosmetics Collection

Mike Garten


The beauty buzzword and movement of the moment: “clean.” Along with other terms “green” and “natural,” it’s used to describe every type of skincare, hair, makeup, and fragrance product, from moisturizer to makeup, shampoo to soap.

People are more concerned than ever about health and the environment, and it’s leading us to question what’s actually in the products we apply directly to our skin.

Retailers know that consumers want cosmetics and beauty products that aren't laden with potentially harmful ingredients — for example, Sephora recently launched “Clean at Sephora,” an initiative in which the beauty brand badged over of its 2,000 products as “clean,” in this case meaning free of ingredients sulfates, parabens, formaldehydes, phthalates, and mineral oil.

But identifying the “cleanest” makeup products or “safest” cosmetic brands on the market isn't all that simple. Despite a booming beauty industry, U.S.

laws for cosmetics safety are virtually unchanged since they were created back in 1938.

Here — un in Canada and Europe, where well over 1,300 unsafe ingredients are banned for use in beauty products — unbelievably, the FDA has prohibited only 11 ingredients or related compounds.

While legislation is pending to change this, progress is slow.

The Personal Care Products Safety Act, supported by the Good Housekeeping Institute and beauty industry-leaders, would require the FDA to review the safety of at least five ingredients per year (at which rate it could take hundreds of years to even test for risks and dangers!). Yet this small step has remained stalled in the Senate since it was proposed in 2015. And there is no established industry-wide definition for “clean” or “natural” beauty claims.

So, what does “clean” beauty really mean?

Beauty brands use the term “clean” to signal that products don’t contain certain ingredients (natural or synthetic) that they consider controversial or unsafe, parabens and talc. The problem is, without regulation, anything can be called “clean”— whether proven unsafe or not.

As for other “clean beauty” terms, there's an overload of related claims and buzzwords on product packaging and in marketing — and misinformation about what they mean (or don't). Our Beauty Lab scientists help you decipher the most common clean beauty lingo:

How can you really go “clean” with your beauty routine?

The GH Beauty Lab’s top tips on making truly natural and sustainable clean beauty choices:

1. Do an ingredient check.
For a deeper dive into ingredients, the Beauty Lab recommends consulting resources the Made Safe Hazard List and the Environmental Working Group Skin Deep database. Both nonprofits aim to collect the latest science on ingredients and offer recommendations for safety-certified products across categories.

2. Choose fragrance- and dye-free.

Products that contain no fragrances or dyes are by nature better for the environment, as they use fewer ingredients, and people can have sensitivities to both.

Even fragrance from natural sources can cause reactions. Plus, brands aren’t required to list the ingredients in “fragrance” on labels, so in many cases there’s no way to know what’s in those products.

3. Pick less packaging.
The more minimal the packaging, the better for the earth.

Whenever possible, seek out products with fewer components and without parts or materials that can’t be recycled (aim for codes 1 and 2) and unnecessary elements outer boxes.

Keep your eye out for the winners of GH’s new Sustainability Awardsfor beauty, home care and toys, to be announced this fall.

4. Buy (green!) beauty that gives back.
Seek out beauty brands that donate a portion of their proceeds or make a contribution to environmental causes.


13 Best Natural and Organic Makeup Brands

Use These Simple Steps To Build An All-Natural Cosmetics Collection

As many of us become more conscious of what we're putting in our bodies (green juice! gluten-free alternatives!) and what we're putting our bodies through (SoulCycle! Barre class!), we're also becoming more aware of what we're putting on our bodies.

While the performance of natural makeup used to pale in comparison to products from our favorite makeup counters, there are many natural makeup brands creating products that are richly pigmented, apply beautifully, and wear as well as their more synthetic competitors.

You may already be using some of them and don't even know they're all-natural.

But before we get into our favorites, let’s get one thing straight: “Natural” doesn't automatically mean a product is better or safer for you, as the FDA has nebulous criteria on just what constitutes a natural product (“natural” isn't regulated for cosmetics, so it can be used purely as a marketing term).

“There is no real definition of 'natural' in the U.S. beauty industry,” says cosmetic chemist Ginger King. “As long as the bulk of your material is natural, you can say 'natural-based.' There is no regulation.

The true naturals have seals COSMOS Natural or Ecocert — European organizations that allow up to 5 percent synthetics.”

The FDA does not have a definition for the term “organic,” either, as it is not defined by either the Federal Food, Drug, and Cosmetic Act or the Fair Packaging and Labeling Act, which they use as guidelines. “'Organic' usually means USDA-certified food grades. There are limited numbers of products you can make to be classified as organic green,” King says.

“'Clean beauty' is a much better term for the consumer as the products are non-toxic and still effective,” says King. “'Non-toxic' means free from undesirable ingredients listed by the Environmental Working Group.

This is better than claiming 'natural' or 'organic' as they are products that perform without compromising safety. People want natural because they assume natural ingredients are safe, which is not necessarily the case.

They also may not be as effective as synthetic materials.”

This brings us to another point: An ingredient might be natural or organic, but that doesn't mean that there's no chance you'll have an adverse or allergic reaction to it, so it's important to be aware of what you're using and how your body responds.

Thanks to growing consumer concern and education, we’re definitely seeing an uptick in the use of the phrase “clean beauty.

” Last year, for example, Sephora announced the launch of Clean at Sephora, the company’s new category that clearly establishes which of their products are formulated without controversial ingredients.

Those that meet Sephora’s ingredients guidelines are deemed “clean” and receive the retailer’s Clean at Sephora seal.

Ingredients aside, one of the benefits of using natural products is that many, if not all, ingredients are ethically sourced and cruelty-free. As consumers, it's never been more important to prioritize what we want in our makeup, and our money talks.

These days there’s a clean option to switch out every product in your makeup routine, so it’s never been easier to avoid controversial ingredients. But we also wanted to help you sort out your options.

The following products have received high marks from professional makeup artists — who have seen and used it all — so you can start cleaning up your cosmetics bag.

All products featured on Allure are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.

1. 100% Pure

Instagram @100percentpure


How to Make Natural Makeup at Home

Use These Simple Steps To Build An All-Natural Cosmetics Collection

I get a lot of questions about natural makeup options, and this was definitely one of the tougher things for me to find natural alternatives for. In college, I practically collected makeup, and had endless tubes, compacts, and brushes that never even got half used.

Natural Makeup

While there are some good natural alternatives that you can buy (see list below), the cheapest, easiest and most natural way is to just make your own, and you might have all of the ingredients in your kitchen already!

Natural Skin Care

What you do to your skin before you use makeup is just as important as the makeup you use and there are some great natural options for skin care.

I absolutely love the oil cleansing method, which leaves skin very soft and smooth by using natural oils to balance the skin. I typically use the oil cleansing method at night and wash my face with raw honey if needed in the morning. You can also use a natural sugar scrub (equal parts sugar and natural oil) or natural microdermabrasion (baking soda) to make skin look younger.

With proper skin care, the skin will be naturally healthy and you won’t even need to wear makeup most of the time. Most days, I skip the makeup altogether, but  when I do wear it, these are the recipes I use:

Natural Foundation

Homemade Option: At the recommendation of a friend who had used cocoa powder for natural bronzer, I started experimenting with natural foundation options, and came up with a recipe similar to a mineral make-up.

I start with a base of arrowroot powder and zinc oxide (can also use cornstarch, but arrowroot works better) and then slowly add in cocoa powder and finely ground cinnamon powder until you get a shade close to your skin tone.

You can then store in a jar or old powder container and use a brush to apply. It took me a few tries of mixing to get the color correct for my skin tone, but most days, a quick brush of this is all I need.

I later discovered that adding gold mica powder gave it an even smoother texture and made skin radiant.


  • 2 tablespoons zinc oxide (Can use arrowroot powder instead if desired, but it will not offer quite as much coverage)
  • 1 tablespoon arrowroot powder (optional)
  • 1 teaspoon gold mica dust
  • 1/2 – 1 tsp of desired natural clay powder (optional) I used a pinch of White cosmetic clay, Fuller’s Earth Clay and french green clay
  • up to 1 teaspoon finely ground cocoa powder to get desired color
  • Optional: 1 teaspoon of translucent mica powder can help for really oily skin


  1. Mix all ingredients to get desired color and coverage.
  2. Zinc oxide will give coverage and matte finish.
  3. Colored mica powders, natural clays and cocoa powder will give color. Start slowly and add as needed, testing on inner-arm as you go to find your shade.
  4. Store in a small glass jar with a lid.

Note: If you prefer, just arrowroot powder (or white cosmetic clay), cocoa powder, and (optional) cinnamon powder can be used. This will create a great and completely natural/edible foundation but it will not stay as long as a powder containing zinc oxide and mica.

I personally feel safe using zinc oxide on my skin (non nano and uncoated) but if you don’t, just stick to the arrowroot version.

There is a lot of variation in this recipe… creating homemade makeup is more of an art than a science and your exact color and base combinations will depend on the amount of coverage and color you want. Zinc oxide as a base will create a makeup very similar to store bought mineral makeups and adding mica powder will give skin a natural “glow.”

If you don’t have or aren’t comfortable with those ingredients, a simple mix of arrowroot and a small amount of cocoa powder and cinnamon will work really well but won’t offer as much coverage.

If you prefer a liquid foundation, check out this tutorial.

Pre-made Options: If making makeup isn’t your thing but you still want some natural options, there are a few good choices.

No commercial choice is as natural as the homemade options, but they are a tremendous improvement over any conventional options! Jane Iredale is the best brand I’ve found and they offer some great options for mineral powder, liquid foundation, pressed powder and more.

Natural Bronzer/Blush

Simplest Homemade Option: Similar to above, natural bronzer and blush can be easily made with a base of arrowroot and by adding more cocoa powder and cinnamon to get a darker shade.

I’ve also tried powdering dried beet root (in the dehydrator) or dried hibiscus flowers to add a pink tone which works well as long as you can very finely powder them.

Store in a shaker make-up container or an old compact.

Boutique Homemade Option: For a slightly more customizable and longer lasting homemade option, use zinc oxide powder (non nano and uncoated) as a base and add cocoa powder and a red or pink hued mica powder to get the desired color.

Commercial Options: For natural blush, I love Aubrey Organic Silken Blush or Jane Iredale blushes.

Natural Eye Liner and Shadow

Homemade Options:Always be careful when using any products, even natural ones, near the eyes. I mix up several colors of eye shadow using cocoa powder (brown shades) Spirulina (green shades) and arrowroot (light shades). My favorite is just cocoa powder with a tiny bit of arrowroot mixed in for smoothness.

For eye-liner, I either use a tiny bit of cocoa powder mixed with coconut oil, or a tiny dab or activated charcoal and whipped shea butter. Be careful not to get either one in the eye. I store the eye shadow in an old powdered eye shadow container and apply with my finger or a very slightly damp brush.

To make a smoother eyeliner, I mix equal parts of coconut oil and shea butter (about 1/2 ounce of each) and add about 1/2 tsp of activated charcoal to make a black eyeliner that is thicker. You can also do this with cocoa powder for a brown hue.

Commercial Options: Jane Iredale offers a few options for natural eye-liner.

Natural Mascara

Homemade Option: I don’t wear mascara most days, but when I want a natural option, it is an easy one to make.

In a small bowl, I just mix a few drops of Aloe Vera Gel from Mountain Rose Herbs, a couple drops of Vitamin E oil, and a pinch of activated charcoal (not very precise… I know).

I mix it up as I use it, though you could also make and store in an old mascara container or in a small jar and just clean the mascara wand between uses. I brush it on with a clean mascara brush, or even a used Bass Toothbrush from OraWellness.

Boutique homemade option: If you want to take the time to make a fancier recipe, my homemade mascara uses black mineral powder for amazing thickness and length.

Commercial Options: The two natural ones I’ve tried and love are Organic Wear and Jane Iredale.

Skip the need for buying an extra product (probably full of less than ideal ingredients) and try one of these simple natural makeup removers you probably already have around the house.

Supplements for Skin Care

I’m firmly convinced that what you put into your body is just as important, if not more so, than what you put on it when it comes to skin health. I used to have terrible acne and since changing my diet (removing dairy) and supplements, I don’t break out at all and my past scars have healed. The supplements that seemed to have made the biggest difference in skin health for me are:

  • Fermented Cod Liver Oil– for the Vitamins A, D and K, Omega-3s and Antioxidants, all which are great for the skin.
  • Gelatin – Which is a pre-cursor for collagen and has made my hair, skin and nails noticeably stronger and smoother (great for cellulite too).
  • Magnesium– An anti-inflammatory and lacking in many people’s diets. Topical Magnesium Oil seems to be the most effective for skin health.

Ever made any your own makeup? What is the toughest thing to find natural versions of for you? Let me know below!