Two Views: Effective natural color cosmetics

By Deanna Utroske contact

- Last updated on GMT

expert opinion column Two Views effective natural color cosmetics
It’s time again for Two Views on one compelling beauty topic—in this installment, Cosmetics Design asked two indie makeup brand founders how they’re creating natural color cosmetics that work.

Where there’s a will, there’s a way. So as beauty consumer preferences come up against legacy ingredients and industry conventions, innovative brands are pressing ahead with new makeup formulation strategies.

Brandi Leifso, Founder & CEO of Evelyn Iona Cosmetics

“There is no avoiding the ever growing movement of natural personal care products, or the very vocal advocates behind them; But, do they work?

“Number’s don’t lie. In a ‘Green Beauty Barometer’ survey in 2015 among over 1,000 US women, 59% said they read beauty product ingredient labels prior to purchasing.  40% said that they intend to increase their spend for all-natural products. Consumers continue to use their buying power to [emphasize] the fact that natural beauty products are effective. The natural beauty market is expected to reach $66.1 Billion according to recent report from Future Market Insights. 

“With increased R & D and more available and affordable active ingredients, gone are the days of having to choose between products that are good for you and products that perform.  Evelyn Iona natural cosmetics has found its hero formula in a product that has been deemed impossible to compare to its synthetic peers; that’s until now!

“With a combination of silica that thickens and aids in staying power, along with the natural waxes and it being water free, we have created a product that Allure has put its stamp of approval on. ‘Many people have told me they can’t possibly go green because they can’t live without their gel eye liner. Well, problem solved thanks to brand Evelyn Iona Natural. Maybe you really can have it all...’  said Emily [Barth Isler] for Allure​. With the growing natural beauty market, more resources continue to go towards advancing R & D and natural effective cosmetics are here to stay.”

Suzanne Roberta, Co-founder & Managing Partner of Adesse New York

“At Adesse New York, we believe that beauty products should be clean and green, without compromising on luxury. Using the most advanced science and formulating technology, we’ve cracked the code on delivering both.

“Nails, like skin, absorb much of what is applied to them. Over time, environmental impurities and toxic chemicals enter the blood stream and can result in serious health concerns.

“We take a 3-prong ‘skin care & color cosmetic’ approach to nail product development.

  • We formulate all of our products without the twelve most harmful, toxic ingredients.
  • We include naturally sourced, multi-tasking proprietary blends of vital ingredients including Biotins, Keratin, Shea and Argan Oils, that deliver superior restorative results to damaged nails.
  • We use the highest quality natural and organic cosmetic grade pigments, micas and minerals to deliver superior color saturation and long lasting wear.

“All of our products are vegan, cruelty free and made in the US.”

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