Women are now reading the labels on their beauty products as carefully as food labels. They’re checking the ingredients lists and seeing skin care as an extension of their health. As a result, chic, cleaner beauty products are getting way more accessible and much more mainstream.
Natural and organic brands are sprouting up almost daily, and becoming a very viable industry that’s estimated to reach $16 billion by 2020.
Like food, though, beware of the "natural" label used in marketing. There is no standard that brands are held to when using the term. Natural does NOT mean free of artificial additives, chemical preservatives or nontoxic.
Speaking of labels, Huffington Post has a list of ingredients that should be avoided in your personal care products.
Sweat Cosmetics is an all-natural, mineral-based makeup brand created by pro soccer players, Lindsay Tarpley and Leslie Osborne. The products include vitamin E (which is an antioxidant, increases the efficiency of active sunscreen, and retains moisture), milk thistle (which helps skin resist stress and remain strong when faced with pollution and UV rays), and rhodiola rosea (an anti-inflammatory that aids in DNA repair after the skin has been exposed to the sun)—all of which you can find in Sweat’s SPF-laced foundation, illuminator, bronzer, and powder
Husk and the Detox Market are Toronto-based one stop shops for all your natural skin care and green makeup needs. Make no mistake, gone are the days of organic beauty lines being considered second-rate to the traditional designer or luxury brands. These carefully curated lines are just as effective and beautiful.
In Vancouver, Beauty Mark, which was voted #2 for Best Beauty Shop by the Westender, carries brands such as RMS Beauty, Tata Harper, ILIA, Farmhouse Fresh and John Masters Organics. Sephora offers Bite Beauty, RMS Beauty, Tata Harper, ILIA, Josie Maran, Bareminerals, Tarte, Drunk Elephant, Farmacy, and Sunday Riley among others.
These stores are online also, so if you're not lucky enough to be able to visit these stores in person, you can cop your natural beauty products via their websites. Other great online stores include CAP Beauty, LeVert Beauty, the Truth Beauty Company, Ayla, BeautyKind, Follain, and ONDA.
If you're attached to a particular shade, Credo has this excellent section on clean beauty swaps that provides natural dupes for your favourite shades.