The best natural makeup you can buy
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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.
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.
Here are the best natural makeups you can buy:
- Best natural makeup brand overall: Jane Iredale
- Best non-toxic makeup brand: RMS Beauty
- Best cruelty-free makeup brand: Mineral Fusion
- Best organic makeup brand: Ilia Beauty
- Best affordable natural makeup brand: Burt's Bees
Updated 6/14/19 by Jada Wong: Updated copy, formatting, links, and prices.
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