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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 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”makeup is the ingredients. Most synthetic makeup products contain potentially harmful chemicals including parabens, phthalates, and SLS. According to studies, your skin can absorb up to 64% of what you place on it. If you find this concerning, perhaps it’s time to go green.
Unfortunately, due to lack of regulation in the US beauty industry, many products labeled “natural” actually still contain these synthetic 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.
Products cannot be labeled “organic” unless they are 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 nano particles. However, in California products can be labeled “organic” if they are made with 70% organic ingredients.
The ingredients list on makeup products can be overwhelming, and it's often in very small print. A good way to check how safe a product is is to visit the online EWG Skin Deep Cosmetics Database. Here you can 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 demand, there is a new generation of makeup brands with bigger and better ranges, with highly effective products formulated from safe and natural ingredients. So, whether you’re lusting after a full-coverage foundation or longing for a strong mascara, there is a great selection of natural makeup on the market. On the downside, products are usually more expensive and might not last as long.
I was initially very skeptical about how good natural makeup could be, but, after finding out all about potentially harmful ingredients you can find in regular makeup and testing a wide range of products, I’m converted. With our opinions backed up by beauty experts, dermatologists and buyers, we have come up with the best natural makeup brands you can trust.
SEE ALSO: The best eye creams you can buy
The best natural makeup brand overall
Why you'll love it: Jane Iredale’s makeup is packed with natural, organic, and non-toxic ingredients that are good for your skin, and the products deliver exceptional results.
Jane Iredale has developed a line of mineral makeup formulated with high quality, natural ingredients that are designed to nourish the skin and enhance its natural beauty. The company is known for its multi-tasking products and on-trend, highly pigmented shades. The products are free of perfume, alcohol, synthetic chemicals, and artificial dyes. The makeup is also cruelty-free.
We tried the entire makeup line to see if it lived up to the hype. The Amazing Base Loose Mineral Powder is now one of my favorite foundations. This multi-tasking product comes in 12 shades and is water-resistant. It acts as a foundation, concealer, and sunscreen with SPF20, plus it soothes your skin. I loved the coverage and it didn’t irritate my sensitive skin.
The Longest Lash Mascara comes in a squeezable tube and adds volume and length. The Eyeliner Pencil comes in five colors, and it's soft, so it glides on smoothly.
The Pure Moist Lipstick works wonders. Available in 26 colors, it combines vivid pigments with nourishing natural oils and fruit extracts. I liked the fruit scent and it tasted nice, too. I love the PurePressed Blush, a mineral blush that comes in 10 gorgeous colors and has maximum staying power.
It’s not just us who think Jane Iredale products are amazing. They are highly rated by dermatologists and plastic surgeons. The makeup line gets great praise on The Good Trade, The Trendspotter, and Natural Living Ideas. The makeup is hugely popular with Nordstrom buyers, too.
Pros: Free of parabens, sulfates, and phthalates, oil-free, certified cruelty-free, vegan, suitable for sensitive skin, very effective, wide range
Cons: Expensive
The best non-toxic makeup brand
Why you'll love it: For non-toxic makeup that delivers great results and is packed with natural ingredients that are actually good for your skin, RMS Beauty is the best.
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.
The award-winning “Un” Cover-up can be used as a light foundation or concealer, and it comes in eight shades. It evened out my skin tone and gave it a healthy glow. Makeup artists and celebrities swear by the Living Luminizer, and I agree that it’s a must-have for your handbag.
The Volumizing Mascara is good for sensitive eyes. Some buyers reported it doesn’t give much volume but I added a couple more coats and it worked perfectly.
The Wild With Desire Lipstick is also great and comes in 10 beautiful shades. I was impressed with the high color from the rich pigments. For lips and cheeks, the Lip2Cheek, which is available in nine shades ranging from Blush Nude to Deep Berry, is also very popular. I love the natural effect it produces.
As well as being highly rated by She Knows, Refinery29, and Allure, Sephora shoppers give RMS Beauty glowing reviews.
Pros: Non-toxic, cruelty-free, gluten-free, no artificial preservatives, GMO
Cons: You get all the basics, but the range is fairly limited
The best cruelty-free makeup brand
Why you'll love it: 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 are free from parabens, gluten, artificial colors, phthalates, and other harsh ingredients.
The highly rated Pressed Powder Foundation comes in 12 shades and is amazing. You can build it up where you need more coverage, and it has a matte finish. I love the Concealer, a creamy duo that comes in four color options and is great for blemishes and dark under eye circles.
The Lengthening Mascara is a rich, gentle formula that made my lashes look longer and fuller. The Eye Liner was soft and easy to apply.
The Mineral FusionLip Stick is now my new favorite lipstick. It comes in seven colors and contains Vitamin E to moisturize and pomegranate to detoxify. There is also a fabulous 3-in-1 Color Stick for cheeks, eyes, and lips that comes in three shades. My favorite shade is Terra Cotta.
Mineral Fusion is rated the top mineral makeup brand on Best Reviews and gets glowing praise on Project Grace. The range also gets very positive from Influenster reviewers.
Pros: Certified cruelty-free, vegan, gluten-free, made with non-toxic ingredients, great for all skin types.
Cons: Can be hard to find in stores
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