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The catalyst for transitioning to natural makeup is often a life change — a health kick, a pregnancy, a new
home, or, you know, a global pandemic. Maybe it’s a change you’ve been thinking about for a long time, or
maybe you’d just like to dip your brush into the non-toxic powders and creams of the new natural makeup on
offer and see how it feels. It’s a category on the rise and expanding rapidly as innovative, passion-led
brands break ground with vivid colours, melt-in formulas and skin benefits usually reserved for your night
routine. Here, we’re highlighting five natural makeup brands leading the charge. Expect products that do
more, formulas that nourish, and ingredients lists shorter than a haiku.
This Californian brand has high standards: their products are certified organic and clinically verified,
even the foundation, and the formulas are bursting with antioxidants thanks to botanical juices and wax
bases. Vibrant plant pigments replace synthetic dyes and each product has been designed to sit as
beautifully on lines and wrinkles as on plump, teenage skin. The skincare line launched in
2005, but the Phyto-Pigments makeup launched in 2015 through a collaboration with none other than the
goddess of green herself, Gwyneth Paltrow.
Paltrow was creative director of the line for three years, and even wore the mascara on her wedding day. Which,
pause, is saying a lot: you don’t choose your wedding-day mascara lightly. You trial, you retrial, and you
ensure it’s a formula you can rely on. It’s a big deal. If Gwyneth trusts it, we’re convinced.
First pick: Phyto-pigments Ultra-Natural Mascara
The spectacular hyper-pigmented and holographic colours on offer from Rituel de Fille are proof
natural makeup doesn’t have to be lo-fi, or even natural-looking. For the three sisters behind this brand,
using ingredients that could be found in nature or have been used throughout history as cosmetics, gives the
formulas a magical quality. The products aren’t traditionally assigned, but instead, are made to use
anywhere on the face. Glossy pigments, soots and creams take the place of eyeshadows, contour, blush, brow
colour, highlighter and concealer, encouraging you to paint like a pro — however you want.
We’ve dubbed The Alchemist Highlight
Intensifier a highlighter for your highlighter, because the glow is superpowered.
First pick: The
Alchemist Highlight Intensifier
This carefully curated brand is hugely popular with makeup artists around the globe, because it was created
by one. As an artist, Rose-Marie Swift is about the end result — she knows exactly how she wants her makeup
to look — but she also values skin health and the wellness of the planet. Her products are formulated with
raw, organic, food-grade ingredients, which makes a lot of sense, because you really do eat your lipstick.
The RMS line is truly
multipurpose, each adhering to Swift’s dewy, luminous skin aesthetic. There’s even a product called Master Mixer, a golden hued coconut-oil
based balm meant to be layered with other products (from lip and eye colours to blushes and foundations) to
create new, shimmering
If you want to try before you fully convert (be warned, you will), pick up a Signature Set. It has a Living Luminizer, two Lip2Cheek shades, a Simply Cocoa Lip & Skin Balm and a
Master Mixer so you can double your
First pick: Signature
When Ilia founder Sasha
Plavsic discovered her favourite beauty products were made with harmful ingredients, she went on a
mission to create clean, safe versions. The line strives for colour payoff comparable to the synthetics, but
with formulas that are good for skin and the planet — even the packaging is made from recyclable aluminium.
The True Skin Serum Foundation
sits somewhere between a face oil and a foundation and provides light to medium coverage. Unlike other
foundations, it doesn’t irritate or undo any of the good work of your skin routine, instead, it helps it
with botanical actives that calm and comfort skin.
First pick: True Skin
This brand lets you wear clean makeup, and clean up your cupboards — it’s minimalism at its most luxurious.
Lilah.b founder Cheryl Yannotti
Foland’s motto is “less is more”. Through Lilah.b she wants to help others simplify their makeup
regimes, with style. All Lilah.b products resemble smooth, flat pebbles, and, because they want you to have
less products, are designed to do multiple makeup tasks: the Sun Kissed Bronzer is just as
beautiful swept across eyelids as cheekbones. And because you’re using less, what you do use has to be good
for your skin. The Lilah.b
formulas are built with skin-benefiting botanical ingredients stripped of any irritants: no synthetic
fragrance, sulfates or parabens.
First pick: Sun
Want to learn more about clean and natural makeup? Join us for our livestream direct from the
Beauty Lab on Thursday September 3rd here. You can shop
directly from the stream, chat along with the MECCA community and ask our in-store team questions in
real time. If you’ve missed it, you can re-watch it here.
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