It’s no secret that natural beauty has blown up in recent years. Consumers care about ingredients and are making a conscious effort to pay close attention to harmful chemicals commonly found in makeup products that could be wreaking havoc on their skin. But let’s be really really real: What does “natural beauty” even mean anymore? Increased demand for clean ingredients has, sadly, caused brands to use suspicious marketing tactics, slapping “natural” and “organic” labels on their products without legitimate certifications, which is problematic.
It also makes it difficult to decipher if “natural” makeup brands are being completely transparent when it comes to refraining from harsh chemicals and animal testing. This is why organizations like PETA and Leaping Bunny are so important; both websites offer tools to search which brands are truly using organic, cruelty-free, and ethically-sourced ingredients.
I have one more important thing to address before we move on: There’s a huge misconception that natural makeup products are incapable of delivering glamorous results. That might have been true, like, a decade ago, but today there are plenty of brands creating buildable, high-impact products that over-deliver in the shade department. Natural makeup brands are on the rise, and here are my all-time favorites.
On a scale of one to 10 of freaking amazing products in the natural makeup space, RMS Beauty is a big 1-0. The company was dreamed up by esteemed makeup artist Rose-Marie Swift, who values health and wellness just as much as cosmetics. She’s taken this ethical approach a step further, creating concealers, highlighters, and lipsticks formulated with raw, food-grade, and organic ingredients in their purest state. You can expect these good-for-you ingredients to make your skin glow from the inside-out.