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When it comes to natural makeup, it's hard to know which brands you can actually trust.
Many products claim to be natural but contain potentially harmful or irritating synthetic ingredients.
For a high-performance makeup range that's formulated from natural, organic, and non-toxic ingredients, Jane Iredale is our top pick.
Natural beauty has exploded in the past few years. Everyone is talking about "clean beauty" as people have become more aware of the potentially adverse effects of certain synthetic chemicals that are often found in makeup. The more careful people become about what they put on their skin, the more popular natural makeup has become.
The biggest difference between "natural" and "synthetic" (or traditional) makeup is the ingredients. Most synthetic makeup products contain chemicals like parabens, phthalates, and sulfates, which can irritate skin. But unfortunately, due to lack of regulation in the US beauty industry, many products labeled "natural" actually still contain these chemicals. Even when doing our research, we found it wasn't always easy to get definitive answers on exactly what ingredients were used by some brands.
The one thing that is more defined is that products cannot be labeled "organic" unless they're USDA Organic-certified, which means formulated with at least 95% organic ingredients that were grown and produced without synthetic fertilizers, pesticides, hormones, or antibiotics, and formulated without GMOs, toxic chemicals, parabens, synthetic fragrances, or nanoparticles. However, in California products can be labeled "organic" if they are made with just 70% organic ingredients.
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The ingredients list of makeup products can be overwhelming, and it's often in very small print. An easy way to check product safety is to visit the EWG Skin Deep Cosmetics Database and verify the safety ratings of more than 73,000 beauty products.
One of the biggest concerns with natural makeup has been poor quality and effectiveness. However, thanks to the increase in shopper demand, there's a new generation of makeup brands with bigger and better ranges, and highly effective products formulated with safe and natural ingredients.
I was initially very skeptical about how good natural makeup could be, but after reading about irritating ingredients found in regular makeup and testing a wide range of natural products myself, I've converted. With our opinions backed up by beauty experts and buyers, we've come up with the best natural makeup brands you can trust.
Disclosure: This post is brought to you by the Insider Picks team. We highlight products and services you might find interesting. If you buy them, we get a small share of the revenue from the sale from our commerce partners. We frequently receive products free of charge from manufacturers to test. This does not drive our decision as to whether or not a product is featured or recommended. We operate independently from our advertising sales team. We welcome your feedback. Email us at insiderpicks@businessinsider.com.
Jane Iredale's makeup is packed with natural, organic, and non-toxic ingredients, and the products deliver exceptional results.
Jane Iredale is a line of mineral makeup formulated with high quality, natural ingredients designed to nourish the skin and enhance its natural beauty. The company is known for its multitasking products and wearable shades. The products are free of perfume, alcohol, synthetic chemicals, and artificial dyes. The makeup is also cruelty-free.
We tested the entire makeup line to see if it lived up to the hype, and the Amazing Base Loose Mineral Powder ($46) is now one of my favorite foundations. This multitasking product comes in 12 shades and works as a foundation, concealer, and sunscreen with SPF 20, plus it soothes your skin and is water-resistant. I loved the coverage and it didn't irritate my sensitive skin.
The Pure Moist Lipstick ($25) is also amazing and has a subtle fruit scent. Available in 27 colors, it combines powerful pigments with nourishing natural oils like avocado and jojoba and fruit extracts like pomegranate. I love the PurePressed Blush ($30), a mineral blush that comes in 12 gorgeous colors and has great staying power.
Pros: Free of parabens, sulfates, and phthalates, oil-free, certified cruelty-free, vegan, suitable for sensitive skin, wide range of products and makeup shades
For non-toxic, food-grade makeup that delivers great results, RMS Beauty is a great pick.
RMS Beauty is a clean beauty brand that prides itself on the simplicity of its makeup products. The makeup is formulated with unrefined raw, food grade, and organic ingredients, and it's free of toxic chemicals and artificial preservatives. It also bears the "Clean at Sephora" seal which means products are made without certain ingredients, which you can see the full list here.
The award-winning "Un" Cover-Up Concealer/Foundation ($36) can be used — you guessed it — as a light foundation or concealer, and it comes in 16 shades. It evened out my skin tone well. Makeup artists and celebrities swear by the Living Luminizer ($38), and I agree that it's a must-have for your makeup bag.
The Volumizing Mascara ($28) is good for sensitive eyes. Some shoppers said that it doesn't give much volume, but I added a couple more coats and it built up nicely.
The Wild With Desire Lipstick ($28) is also great and comes in 15 beautiful shades. I was impressed with the high color from the rich pigments. For lips and cheeks, the Lip2Cheek ($36), which is available in nine shades ranging from Blush Nude to Deep Berry, is also very popular. I love the natural effect it produces.
For a fabulous, mid-priced makeup line that is certified cruelty-free and non-toxic, Mineral Fusion is hard to beat.
Mineral Fusion combines pharmaceutical grade minerals, antioxidants, natural ingredients, and the latest technologies to provide makeup that is safe, protective, and effective. All the products are Leaping Bunny-certified, which means they're cruelty-free. They are also free from parabens, gluten, artificial colors, phthalates, and other harsh ingredients.
The highly-rated Pressed Powder Foundation ($22.21) comes in 15 shades and is amazing. You can build it up where you want more coverage, and it has a matte finish. I love the Concealer ($17.84), a creamy duo that comes in four color options and is great for blemishes and dark under-eye circles.
The Mineral FusionLip Stick ($14.54) is now my new favorite lipstick. It comes in 15 colors and contains vitamin E and fruit oils to moisturize. There is also a fabulous 3-in-1 Color Stick ($14.60) for cheeks, eyes, and lips that comes in four shades. My favorite shade is Terra Cotta.
Mineral Fusion is rated the top mineral makeup brand on Best Reviews and is featured on Project Grace as a great cruelty-free brand, though it does point out the brand's limited range of colors. Shades are wearable and pretty, but not the most exciting as there aren't any bold blues or bright purples to play with.
Pros: Certified cruelty-free, vegan, gluten-free, made with non-toxic ingredients, great for all skin types
Ilia Beauty is our favorite organic makeup brand thanks to the impressive range of pigmented colors and organic ingredients.
LA-based Ilia Beauty escapes the conventions of organic and natural beauty, and is highly rated by beauty experts and buyers alike for combining natural beauty with bold pigments and products.
It was started in 2011 by Sasha Pavsic, and not only do the makeup products contain up to 85% organic ingredients, their effectiveness rivals many traditional brands. Note that this means products are made with organic and natural products, so you'll have to check ingredients accordingly; I was fine with the combination of the two.
The True Skin Serum Foundation ($54) comes in 18 shades, and nourished my skin with aloe leaf juice and jojoba oil while evening out my skin. The Mascara ($28) added volume and length, but still looked natural on my lashes.
The Pure Eyeliner ($24) is available in four colors and is buildable depending how dramatic or natural of look you like. However, it did smudge a little after wearing it for a few hours. Both are great for sensitive eyes.
The Tinted Lip Conditioner ($28) comes in 16 stunning colors and is basically a lipstick that feels like a balm or lip treatment instead. It's beautifully creamy with a semi-matte, natural finish and stayed on my lips for a long time, moisturizing them too with olive oil and vitamin E.
I also loved the Multi-Stick ($34) for lips, cheeks, and eyes. It comes in eight colors but I think it's more suited for lips and cheeks than eyes as the color families are orange, pink, and berry.
For superb, wallet-friendly natural makeup made from ingredients that are safe for your skin, Burt's Bees is our top pick.
The choice is still pretty limited when it comes to affordable, natural makeup, however, we absolutely love Burt's Bees. This iconic brand may be famous for its lip balms, but it has developed a superb, affordable makeup range that's simple, natural, and socially responsible.
Ingredients are 98.9% natural and nourishing, like fruit oils, honey, and vitamin E. All the products are formulated without parabens, phthalates, sulfates, petrolatum, or synthetic fragrances, and they're Leaping Bunny certified to be cruelty-free by. Products do incorporate animal byproducts though, like honey and beeswax.
The Goodness Glows Liquid Foundation ($14.97) is a full-coverage mineral foundation that comes in 18 shades for a variety of skin tones and undertones. It lasted all day and I liked the dewy finish. Some customers did comment their bottle smelled really heavy, but I didn't notice or mind it.
Of all the products I've tried from Burt's Bees, I love the Nourishing Mascara ($9.43) the most. It gave me a natural look, didn't smudge, and stayed on all day. The Nourishing Eyeliner ($9.43) comes in three wearable colors, and is smooth and easy to apply.
Yes, you really should be wearing sunscreen daily — even in the winter or when it's cloudy — to protect your skin from short- and long-term UV damage. La Roche-Posay Anthelios Ultra-Light Mineral Sunscreen SPF 50 is the best face sunscreen because it's a broad spectrum pick that's as comfortable to wear as it is good for your skin.
Here are the best face sunscreens you can buy in 2019:
Mineral sunscreens are highly effective, and far less toxic to small aquatic creatures that can metabolize chemical-based sunscreens, but they usually leave a streaky white mess.
We've tested several mineral sunscreens to find the best ones that are effective, look good, and won't hurt the environment.
Here are our top picks for the best mineral sunscreen you can buy:
Using a serum as part of your skincare routine is essential to keep your skin looking youthful and to keep those darn wrinkles at bay. Considered the superheroes of skincare, serums are packed with powerful ingredients that penetrate deep into the skin.
Anti-aging serums deal primarily with fine lines, wrinkles, and dehydration, but also tone, texture, and dark spots. Some of the best anti-aging Ingredients to look out for are vitamin C, for brightening the skin, hyaluronic acid for plumping it up, and Retinol, a vitamin A derivative that treats a multitude of skin concerns from wrinkles to acne.
Here are our top picks for the best anti-aging serums you can buy:
It's good for your skin to remove makeup every night, but it can be a pain without the right makeup remover.
We've done our research and tested the best makeup removers on the market to come up our top recommendations. Whether you're a devout double cleanser or prefer removing makeup on the fly, there's something on this list for everyone.
When it comes to body-care products, scrubs are oftentimes overlooked in favor of lotions and body wash. But the exfoliating treatments should be included in your skin-care routines if you want to silky smooth skin. While you can also scrub away dull, dry skin by using loofahs or dry brushes, nothing will leave your skin feeling squeaky-clean quite like a good body scrub.
Whether you're new to the exfoliation game or a seasoned skin-care pro, Glossier's Solution is the exfoliator you should be reaching for. Its powerful mix of acids dissolves dead skin cells and improves your complexion, giving your face a gorgeous glow.
