The personal care industry is still fairly unregulated, and makeup is one of those things many of us ladies use daily without always thinking of the adverse effect it could have on our health.
My team and I decided to do some research and put several natural makeup lines to the test to see if there was a way to upgrade our makeup so we can feel beautiful without sacrificing our health and safety.
For a long time, I had a stigma about natural makeup brands. I felt that they didn't work as well as the conventional brands and I wouldn’t feel as good using them.
Truly it was the last thing to go holistic in my life and in the interest of full disclosure, I still use conventional mascara and eyeliner because I haven't yet found natural substitutes that work as well.
Nonetheless, my switches have been made. We all have to commit to a personal care product safety standard that goes beyond what is legally required in the United States.
Know your “never list” of ingredients not to put on your body because so many of these chemicals in makeup products are hormone disruptors and add an entire load of unnecessary chemicals linked to asthma, cancer, infertility, and more.
Excerpted from Beauty Counter, start comparing your current makeup to the list below so you can choose what to ditch and what to replace.
Benzalkonium chloride: a disinfectant used as a preservative and surfactant associated with severe skin, eye, and respiratory irritation and allergies. Found in: sunscreens, moisturizers.
BHA and BHT: synthetic antioxidants used to extend shelf life. They are likely carcinogens and hormone disruptors and may cause liver damage. Found in: lipsticks, moisturizers, diaper creams, and other cosmetics.
Coal tar hair dyes and other coal tar ingredients: a byproduct of coal processing that is a known carcinogen. It is used as a colorant and an anti-dandruff agent. Found in: hair dye, shampoo.
Ethylenediaminetetraacetic acid (EDTA): a chelating (binding) agent added to cosmetics to improve stability. May be toxic to organs. Found in: hair color, moisturizers.
Ethanolamines (MEA/DEA/TEA): surfactants and pH adjuster linked to allergies, skin toxicity, hormone disruption, and inhibited fetal brain development. Found in: hair dyes, mascara, foundation, fragrances, sunscreens, dry cleaning solvents, paint, pharmaceuticals.
Formaldehyde: used as a preservative in cosmetics. A known carcinogen that is also linked to asthma, neurotoxicity, and developmental toxicity. Present where quaternium-15, DMDM hydantoin, imidazolidinyl urea, diazolidinyl urea, sodium hydroxymethylglycinate, 2-bromo-2-nitropropane-1,3 diol (Bronopol), and several other preservatives are listed. Found in: shampoo, body wash, bubble bath.
Hydroquinone: a skin-lightening chemical that inhibits the production of melanin and is linked to cancer, organ toxicity, and skin irritation. Found in: skin-lightening creams.
Methylisothiazolinone and methylchloroisothiazolinone: chemical preservatives that are among the most common irritants, sensitizers, and causes of contact skin allergies. Found in: shampoo, conditioner, body wash.
Oxybenzone: sunscreen agent and ultraviolet light absorber linked to irritation, sensitization and allergies, and possible hormone disruption. Found in: sunscreen, moisturizer.
Parabens (methyl-, isobutyl-, propyl- and others): a class of preservatives commonly used to prevent the growth of bacteria and mold. Parabens are endocrine (or hormone) disruptors, which may alter important hormone mechanisms in our bodies. Found in: shampoo, face cleanser, body wash, body lotion, and foundation.
Phthalates (DBP, DEHP, DEP and others): a class of plasticizing chemicals used to make products more pliable or to make fragrances stick to skin. Phthalates disrupt the endocrine system and may cause congenital disabilities. Found in: synthetic fragrance, nail polish, hairspray, and plastic materials.
Polyethylene glycol (PEG compounds): PEGs are widely used in cosmetics as thickeners, solvents, softeners, and moisture-carriers. Depending on manufacturing processes, PEGs may be contaminated with measurable amounts of ethylene oxide and 1,4-dioxane, which are both carcinogens. Found in: creams, sunscreen, and shampoo.
Retinyl palmitate and Retinol (Vitamin A): a nutrient that may damage DNA and speed the growth of skin tumors when used topically. Found in: moisturizer, anti-aging skincare.
Sodium Lauryl Sulfate and Sodium Laureth Sulfate (SLS and SLES): SLS and SLES are surfactants that can cause skin irritation or trigger allergies. SLES are often contaminated with 1,4-dioxane, a byproduct of a petrochemical process called ethoxylation, which is used to process other chemicals to make them less harsh. Found in: shampoo, body wash, bubble bath.
Synthetic flavor or fragrance: an engineered scent or flavoring agent that may contain any combination of 3,000-plus stock chemical ingredients, including hormone disruptors and allergens. Fragrance formulas are protected under federal law’s classification of trade secrets and therefore can remain undisclosed. Found in: all types of cosmetics.
Toluene: a volatile petrochemical solvent that is toxic to the immune system and can cause congenital disabilities. Found in: nail polish.
Triclosan and Triclocarban: antimicrobial pesticides toxic to the aquatic environment; may also impact human reproductive systems. Found in: liquid soap, soap bars, toothpaste.
Sources: National Institutes of Environmental Health Sciences, CosIng, Health Canada, The Endocrine Disruption Exchange, EWG Skin Deep Cosmetics Database
This list is just a start – there are more than 1,500 questionable or harmful chemicals that really shouldn't be used for products that go on the skin.
More than 1,400 of these chemicals are banned or restricted by the European Union, so you want to err on the side of caution and employ the philosophy “guilty until proven innocent” on things you put on your skin.
Don’t be a guinea pig with your health. You’re too precious for that. 🙂
After much research and testing by my team and I, here are the three lines that made our cut and our favorites from each product line.
BEAUTY COUNTER
Beauty Counter has a noble mission to get safer products into everyone’s hands. They clearly state on their site that the US has not passed a major federal law to regulate the safety of the ingredients used in personal care products since 1938. With decades of studies since then pointing to serious health implications from exposure to toxic chemicals in these products, we really must take matters into our own hands and upgrade our products as a top priority.
Our favorites from this line include:
Tinted Foundation: Sand and Honey
I made the switch from my old tinted moisturizer and really haven't missed it. It spreads great, is light and stays put. Also, it's $7 cheaper per tube than what I was using.
Eyeshadow in C- Shell/Matt and D- Pearl/Champagne
Lengthening Mascara
I use this first and then a conventional volumizing brand after that to get the look I want. If you have a natural mascara that you love, please tell us about it in the comments!
INIKA
We love that this vegan line is designed in Australia and made in Italy according to strict organic standards. Their motto is that beauty stems from health, so we are on the same page there.
Primer with Hyaluronic Acid
If you use mineral makeup, using a primer avoids the cakey look and makes it lasts longer. I don’t use mineral makeup myself, but it looked great on our girls who tested it out.
BB Cream
This is another tinted moisturizer that we all liked. It keeps the moisture in your skin and feels nice and light.
Mineral Eye Shadow
All of them were wonderful!
Vegan Lipstick
I’m a lip gloss kind of girl, but my team voted their lipstick as excellent with a long lasting finish.
JUICE BEAUTY
DISCLOSURE: This section may contain affiliate links, meaning when you click the links and make a purchase, we receive a commission.
Available online or nationally at Ulta Beauty or Pharmaca
A California-based organic, plant-derived line that uses fruit stem cells, moisturizing cold pressed oils, and botanical waxes/powders rang in for our top 3.
Our favorites included:
Cream Blush
They use phytopigments from plants instead of artificial dyes. Our make up artist used it live for a “last looks” blush.
Luminous Lip Crayon
A little lip liner and lip crayon and you’re good to go!
Flawless Serum Foundation
We loved how this was a combination of serum and foundation all in one. Makes life simpler (and cheaper)!
The bottom line is that we have choices and we should exercise them. The natural beauty industry has evolved to the point where there is no reason to sacrifice health for beauty. These lines work just as well as the high-end brands and are often a bit less expensive.
At the very least, I encourage you to upgrade your foundation (if you wear it) and your lipstick or lip gloss, because anything you are putting on your face is getting absorbed and you are eating whatever is in your lip products.
I will leave you with some beauty tips from my favorite hair and makeup artist, Angelina Dawson from xoangelina.com
Should we use a sponge or our fingers when applying foundation and concealer?
When applying foundation or concealers, I prefer using my fingers to lightly dab product into the skin. Sponges can absorb a lot of your liquid and cream products so you may find yourself going through your product quickly. Using your hands helps the product to go on smoothly, achieving concentrated coverage without being wasteful. I use a soft dabbing motion to blend the product into the skin instead of rubbing which can stretch the skin.
How can we warm up the natural eyeliners that don't spread easily?
Try warming the liner up by coloring your hand first or even using your blow dryer on the tip. The warmer the product, the easier it will glide on to apply.
How to determine if BB cream (tinted moisturizer) or foundation is right for you?
A BB cream is advertised to not only offer coverage, but also to serve as a moisturizer, primer, concealer, and sunscreen. BB cream has a lighter coverage, but it is buildable meaning you can partner it with other products if needed to achieve desired results. A regular foundation may offer more coverage but doesn't have all the perks of a BB cream. Test your product options out before committing. Wear a sample for a day and see how your skin feels. Consider BB cream as medium coverage and hydrating with a dewy finish and consider regular foundation as more coverage with a matte finish. You never know, you may like using both!
How to decide on cream or powder blush?
I always differentiate cream and powder products based on skin type, using a powder on oily skin and cream on dry skin. Another factor is the finish; a cream blush will appear dewy while a powder blush sits matte.
When is it best to use a primer?
ALWAYS! Face and eyelids should always be primed to ensure products go on smoothly and evenly, make shade stand out more, and stay on longer.
Now we’d like to hear your beauty secrets and favorites in the comments below!
ADDITIONAL LINES WE LOVE
Crunchi
A European-based line of high-performance, safe, and toxin-free cosmetics.
I personally love their lipgloss and Daylight Face Cream.
hi, Crunchi is a USA-based line :). Made in the USA.
Crunchi is a US based company
Thanks for this article. I would really like Christa to do a video or blog post of the best choices for natural hair dye (for gray coverage) Decerifering it all is like wading through a swamp, with unknown dangers lurking in code-like chemical names.
HI Janet! Great idea – we really like to get to the root cause here at the Whole Journey, so you can email us if you want to know more about gray hair form a root cause standpoint:)
I just saw Demithicone as an ingredient in Beauty Counters tinted foundation? What is your opinion on Demithicone?
HI! We trust all the ingredients they put into their products:
Hi! FYI: You may want to fix this part… Crunchi is 100% made in the USA and is a USA company with headquarters in Florida. 🙂
Thrive mascara and liner are my new natural go to. I normally can’t wear most mascaras without setting powder bc it ends up under my eye. This one stays put all day no matter what else I wear, if anything.
What can you tell me about the safety of Arbonne products, primarily in consideration of hormone disruptors?
Hi Sandy, Arbonne bans over 2000 ingredients in all of their products. They are all naturally derived from botanicals. Arbonne products are hypoallergenic, certified vegan, gluten free, non-GMO, soy free, organic, dairy free, paraben free and mineral oil free, just to name a few. If you haven’t had the opportunity to try the products, I would love to talk to you more about the products and company. You can contact me through my website http://www.marcelalane.arbonne.com anytime.
This product is new to me does it have to be replaced more frequently make up is extremely expensive
Have you tried Young Living Products/ Makeup? Can you tell me anything about them? How do they compare to the brands you name?
Hi Adriana- We have not tried their products, but certainly will add them to our list to try 🙂
What about Tarte products? Are they good?
http://www.tartecosmetics.com
Arbonne mascara is the best!!!
I have been using non toxic makeup for the last year+ and have struggled to find good brands and also ones that don’t break the bank. It’s been such a struggle — and expensive. Many products I’ve just ended up chucking. I saw the comment above about eyeliner and mascara, and these have been my two hardest products to replace. All the eyeliners smudge and I have black eyes by noon! I randomly bought eyeliner and mascara a week or so ago off Amazon from a company called 100% pure after reading tons of good reviews. So far no smudging, good color/ coverage, and I may have found a winner! Just posting in hopes it helps someone else.
So I normally use BeautyCounter for my go to natural but am slowly switching to savvy minerals from young living. The good thing about young living is that you can enroll in essential rewards and get points towards purchases. And their products last just as long if not longer than mainstream cosmetics. I haven’t had a need to switch out my mascara yet but the liner and mascara from Thrive Causemetics is the bomb dot com ( aging myself). I too have the issue of the mascara transferring to my under eye area and just look like a hot mess by mid day. Thrive mascara does not move until you take it off. I’ve included a link for the mascara/liner site but seriously if you’re on a budget for the rest young living/savvy minerals/ essential rewards🙌🏻
I was never into natural products or make-up as I figured I didn’t really use them all that much to begin with, so why bother switching. Well, I started using Arbonne nutrition products first, as I had some weight and other “issues” I wanted to get under control and started reading up on the ingredients in the products I was using on a daily basis. I had NO IDEA that there were so many harmful things in the products I was using. I explained a lot of why I had been experiencing some of the problems I was. Once I switched, gradually of course, I noticed a difference in my body, both outside and in. I became a believer that natural was the way to go and so I’ve become an Arbonne consultant and have loved all the products I’ve tried. I’ve also gradually replaced my family’s products with natural products for our overall health. If you would like to know more about the products Arbonne sells, I would love to hear from you. You can reach me through my website, http://www.marcelalane.arbonne.com.
I have been using Juice Beauty for about 2 months now and cannot say enough good things about it! It’s not only soo much healthier for you than “regular” makeup, but looks and feels amazing. Before using Juice Beauty I felt my face was looking older, wrinkles were becoming more prominent, and I had issues with flaky patches on my face. As soon as I tried the serum foundation I literally said out loud, “OMG I look rested. I look younger.” If I could sell this stuff I would. If I could do a commercial for it I would. My advice is stop what you’re doing and get this stuff. I ordered the double ended highlighter stick, CC cream, and serum foundation.I plan on ordering the light diffusing powder and blush.
Hi girls. Does somebody have a recommendation about organic nail polish? I can’t live without color on my nails… please, help!!!
Hi Madeline, The companies we reviewed in this blog don’t sell nail polish but a quick internet search for “organic nail polish” will result in many options. If you find one you love please share!
Hi! Try Bioseaweed gel nail polish! I read about it being used in a clean beauty spa and it really is great. You can get a UV lamp easily on Amazon for $13 or so. It lasts on my nails for about a week – but I have oily nails so the conventional gel nail polishes only lasted that long too. But it’s great for me compared to the regular 5 or 7 free polishes from my local health food store, they barely stayed on a day. I love the glossiness of gel too besides the benefits of avoiding all the chemicals…
GelMoment is fantastic your nails. I was so excited once I finally found them and they have so many colors! There product is vegan and they are Eco-friendly, non-toxic, solvent-free, lead-free, latex-free, cruelty-free, and 5+ FREE (No Toluene, no Dibutyl Phtalate, no Formaldehyde, no Formaldehyde Resin, and no Camphor).
Isabella Catalog is a great resource for non-toxic and safe products. I order my eye liner from there and I like it. I order a powder foundation and blush from Terrafirma Cosmetics. Have you checked these companies out? I haven’t been able to find a non-toxic cover stick that I like, so I’m still using Cover Girl for that.
Alima Pure has a wonderful mineral matte foundation that I really like. You should check them out!
Great post! I’ve been using Lauren Brooke Cosmetics foundation and powder which I love. 100% pure mascara works well for me. Annemarie Gianni is definitely my fave when it comes to skin care. I think the last toxic hurdle I need to cross in my personal products is hair coloring. I’m 34 and have had many gray “sparklers” showing through my dark hair for a few years now. I’m not ready to embrace them so I color my hair. I cringe every time I do this. I’ve asked many times if my stylist knows of any “healthier” brands but she doesn’t. I wish I could find a safer hair dye. I’ve read about Hairprint, MadisonReed, and Naturigin but I’m not savvy enough to know their safety. There are so many mixed reviews out there. I’d love to know your opinion.
Hi Lori, Christa hasn’t yet blogged about healthier options for hair coloring but it’s a great idea for a future post. Here is a blog where she discusses 3 Do-it-yourself hair masks you might find interesting. https://thewholejourney.com/3-diy-healthy-hair-masks/ Stacey, Team TWJ
hi, its Marina, You may try Herbatint natural hair color from Italy and available on Amazon and Vitacost. Amazing result and great price.
Look into henna. I have used light mountain naturals. It is organic and I love the color. Don’t be turned off by the potential mess of doing it yourself – I used a squirt bottle with the tip cut off and didn’t have a problem.
Davinese
Lori; have you heard about Henna for gray hair? Just go to Vitamin Cottage and they have a brand that came out with GRAY HAIR version, maybe about 7 yrs ago? Also; gray at 34 yrs young? unacceptable, no offense to you personally, what I am talking about is the inside of your body. Aging prematurely is ALWAYS a sign that something is wrong and it always is the cause of a biological dysfunction. You need a blood test to see what vitamins /and or minerals you are to low or high in.Magnesium is a vitamin that MOST people are very low in and they don’t even relize it . it is also very difficult to tell with the above mentioned test and there are many different types of magnesium, some are not absorbed into the body very well,so your just wasting your money if you get the wrong type. I just discovered this awesome website: Ancient Minerals- https://www.ancient-minerals.com they have “Magnesium Oil” and I was reading some where that rubbing this into the scalp stop GRAY HAIR. IT’S ALSO GREAT FOR THE SKIN. Best of luck to you, Blair
Christa! Im a Consultant for Beautycounter and it just made my day that they are one of your favorites and made it on your top 3 list 😘✨❤️
Love Love!!! Karen, Founder of Juice Beauty
Thank you, Karen!!
So, Bare Minerals and Arbonne advertise themselves as being natural and pure…what is your take on those?! I would love to support a friend who sells arbonne if it is good stuff, but it is past time for me to switch from conventional to pure makeup!
Hi Anna, You can use the “never list” Christa included in the blog to compare ingredients when choosing a new line.
I would love to find the best foundation that is not SO light. I have used Beauty Counter and Juice Beauty, but not my favorites. Any suggestions? I wonder if 100% pure or Araza.
Hi Mara, We didn’t get a chance to test those brands, but we’ve heard great things about both of them. Let us know how you like them if you try them out.
My son and I reacted to the fragrances in 100% Pure–might be worth considering.
This made my heart so happy!!! I work as a Beautycounter consultant and have been in the green beauty industry for over 6 years now. I love what they are doing to change our government and really put the nix on endocrine disrupting ingredients.
For mascaras I would recommend :
Honest Beauty if you like some OOMPH! It is volumizing and lengthening.
Hynt Beauty for overall volumizing and fullness to the lashes.
Hi Rachel! Thanks for sharing.
Are there drugstore lines? I love Beautycounter and Juice Beauty, I haven’t tried Inika they are a bit expensive. I have a 15 year old daughter and I would like her to be able to afford to buy her own cosmetics as she is starting to earn her own money.
Hi! You can find more information online if you search up something like, “Best Natural Make-up in Drugstores”. We were only able to test a few, but there are several good, affordable products available. Just be sure to check the ingredients for any of the toxic substances Christa mentioned in the blog.
Hope you don’t mind me replying! 🙂 I would recommend honest Beauty. They are in target now! They also do bundles (3 items for $50) and then 25% off!
I’ve really LOVED Lotus lipsticks and mascara. They have been the best lipstick and mascara I’ve ever worn! It’s hard to find much in the way of info on them, so if you know anything please tell us. I think their mascara is superior to Beauty Counter and a lot cheaper…but would love an official comparison of ingredients.
Here is what they say about them – they call themselves a natural and organic bio-mineral company. “Lotus Bio-Mineral is a natural cosmetics line designed to provide pure, natural and healthy beauty products. All of our products are safe for our customers and environmentally friendly. We dedicate our resources to the organic culture, to research and develop the most innovative natural beauty products with the quality you have come to expect and deserve.”
Hi Ash! There are many good products we didn’t get the chance to sample so we’ll definitely check them out. I mean who doesn’t love a good, non-toxic mascara and lipstick, right? Just remember to check the labels to make sure they don’t contain any of the toxic ingredients Christa mentions in the blog.
Thanks, Stacey! Yes, Lotus (at least mascara and lipstick) is definitely free of the things Christa mentions in her blog.
I have been extremely pleased with Araza Natural Beauty – both the products (amazing concealer, for one) and the customer service side.
Hi Michelle! Thanks for sharing. We’ll check them out too. 🙂
I’ve been using Cowgirl Dirt and it has worked well. I also use conventional mascara and eyeliner because I haven’t found one that has worked as good for me. From Cowgirl Dirt I use their concealer then I use their foundation with sheer powder over and then their powder blush. I’m excited to try some new brands though! Thanks for the info!
Hi Natalie! Cowgirl Dirt? That’s a great name. We’ll have to check them out. Please read the comments in this blog because lots of folks are sharing their favorite mascara and you might find one you like that you can swap out for the conventional one you are using.
Thank you so much for this information Christa!!
You’re welcome, Katie!
Christa!! You want a healthy Mascara? I’ve got mine, along with my Lipsticks at http://www.RedAppleLipstick.com. Please check it out. Thank You for another PRICELESS POST!!!!!!!!
Hi Jenny! Thanks for the tip. We’ll definitely check it out.
I’m a Beautycounter user and consultant. I love their products and their mission sets them apart from many companies because they want to effect change in the industry. Their mission: to get safer products into the hands of everyone.
Their skincare line is amazing too. I especially love the facial oils and the entire Countertime (anti-aging) collection.
Have you tried the new Beautycounter+ line yet??? Mine is on it’s way and I can hardly wait!
Tristen do Beautycounter products have soy or corn in them?
http://w3llpeople.com/
This make up is AWESOME and pure.
Hi Jana, We didn’t receive their products in time to share on the segment, but we agree. They are a great company!
Gressa has full coverage foundation in many shades. I have always had a very hard time finding something that matches my skin tone, but they have one. I think they call it an illuminating serum.
I know your short segments are just one part of the full morning news, but I sometimes wish they weren’t so rushed!!
Why doesn’t 100% pure ever get any love? They’re amazing and their makeup is legit. I’m curious why no one ever talks about them. I’m wondering if there’s something in missing or don’t know about the product that I should?
Hey Amie – you know, I love 100% Pure skincare but our team did not realize they do makeup as well and so they were not a line we tested out during this. We will have to give them a go.
Thank you!
Natural Mascara – Lily Lolo is my favorite. Purchased from Tge Detox Market. It’s so popular that it’s often out of stock.
Thanks, Erica – will try Lily Lolo natural mascara!
My fave for liner and mascara both is Thrive Causemetics! So much better than even more expensive lines I’d tried.
How about Karen Gran, Annemarie skin care system, they have makeup too.
Gluten free, no soy, just whole some skin care and make up. Another one you can check out is Cecilia Wong skin care line and Hollybeth too! Great wholesome and clean lines. I am looking for mascara that’s gluten free.
We only tried AMG’s mineral makeup so far and wanted to share only full makeup lines. Thank you for the Celicia Wong and Hollybeth suggestions. We will check them out!
Beautycounter’s mascara should be gluten free. Check out the info in the FAQ’s part of the website it cover’s which if any top 8 allergens are in any of the products. http://www.beautycounter.com/kichaelmiller?goto=faqs%2F
WHOA! Women are using 3-9 makeup products every day?!?! Wow, that is a lot. I use one (foundation), if any at all.
Thanks for all the info Christa! You have to check out Pure Anada products. They are super affordable, really clean and effective. Their mascara is wonderful! Can you tell I’m sold?
😉
I will check out Pure Anada mascara, Nadia. Thanks!