Tabalitha has been with Alima for just over two years, and she quite literally covers the foundation of our business. We appreciate her quiet focus, expressive fun style, her “always to the point” communication, expert storytelling, and her infectious laugh. She always has the scoop on where to get the best snacks, and has a review of every viral beauty product as soon as it hits the market. She’s on the pulse, and has enviable makeup looks to show for it.
We asked which Alima products she will be gifting this season. Here is what is on her list!
"I’m giving Chai to my sibling as a gift, they have hazel eyes that change colors, all the way from brown to gray, blue, and green. Chai is versatile, complimentary, and looks good with any eye color."
"Blossom, this pink cream blush is the product that is my go to. I use it all the time. I also gave one to my mom as a gift. She later asked me to get her another one. Always a good sign of a good gift when someone wants some more! It is a pretty easy use product that someone can use daily, that pairs well with almost any other color or makeup style."
"Paris always reminded me of my mom when I saw it, so I’m giving it to her as a gift and know she’ll absolutely love it. She likes a natural makeup look but will add some intrigue with a little shimmer. This eyeshadow has such a wonderful dimension to its color. Paris just also happened to be one of my moms favorite cities."
]]>Katie, sweet Katie, has been with Alima for almost three years. Honestly, it’s hard to put into words just how lucky we feel to have her as a part of our team, but we will try.
First off, she is a design wizard (wizardess?…we're not sure), an expert at seemingly everything she sets her attention on, and is extremely knowledgeable about every aspect of the beauty industry. She’s also insanely generous, has dance moves we envy, and a platform collection we wish we could fit into. Her feisty wit and goofiness is just a bonus.
We asked which Alima products are on her list this year and here they are just for you!
“Eye Primer is going to my best friend. She has a massive eyeshadow collection, and I want her to make the most out of it. Eye primer makes all the difference.”
“Loose Mineral Blush in Freja for sis, it gives that warm glow all winter.”
“Natural Definition Mascara is going to everyone else on my list, because who doesn’t need a good mascara?”
]]>Hannah has been with Alima for over 12 years. She has a wealth of knowledge about the brand and is a delight to be around. We truly couldn’t do business without her. We love her because of her cheeky sense of humor, personal style, and her “furry baby boi, Finny”. Her words not ours. Note: Finn is seven, and a canine.
We asked her to share which Alima products she will be gifting this season. Here is what is on her list!
"The Cream Blush in Bijou is hands down my favorite shade because it looks great on every single person. Everyone’s getting a Bijou this year. Plus, moms love it!"
"Glimpse! This is the shade I’ve always wanted in an eyeshadow, so here is it! It's neutral, but special. Luckily, I have already snagged a few! Enjoy while you can, because it’s about to sell out."
"All the BFF’s are getting Cream Highlighters. These ladies love to shine!"
Shop Hannah’s favs now, and enjoy a free Pressed Eyeshadow in Luxe on us when you spend $65+. (Please note: GWP offer ends 12.17.2023)
]]>Alex has been with Alima for over 5 years, and is the glue that holds our operation together. We love her because she is hilarious, brilliant, knows every obscure internet reference from the past two decades, and can nail an accent. Also we love her playlists and all the makeup tips.
We asked which Alima products she will be gifting this season. Here is the scoop!
“ I’m giving our Cream Blush in Crush to my niece. She’s gen Z, and really into trendy and brighter shades. Plus, it’s surprisingly versatile so I know it will look good on her.”
“The Soft Focus Brush is super soft and a great multitasking brush for blush, bronzer, or even foundation. It is going to my sun loving mom in California. She will love that it's vegan and really gentle.”
“All of my best friends are getting Ink, because everyone needs a good, staple black liner. It’s the Little Black Pencil (LBP) that looks good whether you’re doing a cat eye or smudging it out.”
Shop Alex’s favorites (and the rest of our site too!) at 30% off with code: SURPRISE30
]]>We know avocado is great on toast, but did you know it’s also great on your face? Avocado Oil is found in our Pressed Eyeshadow, Cream Concealer, Eye Primer, and Smooth + Prime. As a rich source of oleic fatty acid, avocado oil firms and hydrates the delicate skin on your face.
Avocado oil has long been used as a remedy for dry, itchy skin and chapped lips, so it makes sense that it has found a home for itself in natural makeup. Many people think that avocado oil is an essential oil, but it is actually what is known as a “carrier oil’. This means it is pressed from the seeds, nuts, and fat of the fruit. Carrier oils have no scent which makes avocado oil an excellent choice for sensitive skin.
Some of our staffers even swear by using avocado oil as a gentle makeup remover, moisturizer, or hair mask.
We’ve compiled our favorite essentials for a naturally defined face. From bold enhancement to natural definition, these five minimalist products are our go-to's for natural looks and beyond.
First things first. Use our Pencil Sharpener to keep your pencils sharp for greater precision and control.
Tracing along your lash line, work your Natural Definition Eye Pencil in between the lashes, for a natural look that enhances your eyes and makes lashes look extra lush. From there it’s up to you: wing it, smudge it, play with graphic lines, etc.
Using our Spoolie, brush your brows upward. With your Natural Definition Brow Pencil, sketch small strokes of color into the brows, following your natural brow shape. Comb through again with our Spoolie to blend and shape your brows.
A brow and lash secret weapon. Our go-to tool for keeping our lashes and brows groomed and looking their best.
For extra lift, start by curling your lashes. Coat your lashes with our Natural Definition Mascara by wiggling the wand at the roots for volume, and then sweeping through the ends to define and lengthen. Stop there for a more natural look or repeat for added volume and drama. Bonus: you can use our Spoolie to smooth and separate lashes.
We love our foundation formulas, but you don't have to take our word for it: read on for reviews from real customers who saw results they loved.
I love this stuff! After years of using a more traditional powder makeup, I decided to look for a natural foundation. I've found the one! I got the match kit and took my time choosing the right shade. I am very happy with the buildable coverage and it feels great on my skin. Great product that I will repurchase and recommend to friends. - Erin
Amazing stuff! I've been using this product for over 3 years and I can't find anything like it. Lightweight. Long-lasting and doesn't clog pores. I highly recommend it to everyone! - Heather
Easy and good coverage for a natural look. I don't have a lot of time to get ready and prefer a natural no makeup look. This foundation is just what I was looking for. I love the ability to throw the compact in my bag and quickly apply when I have a minute at a traffic stop or in a parking lot. -Alicia
I really like this pressed foundation! I use it alone for light coverage or over liquid foundation for medium to full coverage. It blends perfectly with my skin tone and is great for my dry/combo skin type. I used Jane Iredale pure pressed foundation before, but wanted to try Alima Pure and so far I’m really impressed. I also love the packaging and that you can refill for a very reasonable price. And who doesn’t love free shipping!! Alima Pure - you are becoming a staple in my makeup bag. - Sarina
I thought I could never be convinced to move away from a loose powder foundation. Boy, was I blown out of the water with this pressed foundation! I was worried about color (I am an uncommon very, very fair tone), and I was especially worried that Birch was going to be too dark and too pink. I was so surprised when it came. Birch looks Pinker in the picture than it actually is. In fact, it is my perfect match! I am so thrilled! It goes on so smoothly, gives AMAZING coverage, feels wonderful, and lasts. And there's no guilt about what's sitting on my skin!
href="https://www.alimapure.com/collections/face">Shop Foundation]]>Until you get the hang of undertones, the process is not as intuitive as say, figuring out if your skin is fair or deep. In fact, the question we are asked most frequently is, what undertone am I? Fortunately, we have our in-house makeup artist, Hannah, to answer all your undertone questions.
Your skin tone is made up or surface tones and undertones. Surface tones may include redness, irritation, or being flushed. The color you see beneath the surface is your undertone. It isn’t always easy to identify your undertone, especially if is masked by surface tones that stand out. Not to worry, I have plenty of tricks that will help. If you can’t clearly determine your undertone at a glance try these steps to make it easier.
Jewelry: Do you look best in gold/copper toned jewelry? Then chances are you have a warm skin tone, but if you feel that silver/platinum is more flattering, then you are more likely to have cool skin.
What You Wear: Similar to the jewelry trick, if you find that you look best in muted tones like off-white, yellow, orange, reds, earthy greens, and browns then your undertone is probably warm. However, those with a cool undertone will look great in crisp white, jewel-toned pinks, blues, greens, purples, and black.
Coloring: If your skin is warm, your eye and hair color will likely be as well. Do you have green/hazel/light brown eyes or auburn/golden blonde/ or chestnut hair? Sounds like you are warm. If you are warm, your skin is also likely to tan to a richer gold. If you have blue/grey eyes and icy blond/ashy brown or black hair than your skin is likely cool too. You may also burn in the sun before it turns to a tan.
Veins: Generally you can see your veins fairly easily on your wrist. Take a closer look, if your veins look purple/blue you have a cool undertone and if your veins appear green than your skin is likely to be warm.
Our Satin Matte Foundations in cool are our most pink shades, neutral is still coolish pink but with a touch more yellow, beige is our peach tone, our warm shades are the truest yellow, and lastly olive is a neutral brown. If your skin is free of red or yellow tones, then olive may be your best match. I often encourage customers to try our olive range if they have found our neutral shades to be too pink and our beige shades to be too yellow. As you can probably tell from the top image, our olive line runs deeper than our other shades. It is the only undertone where we offer a "0" shade. An Olive 1 is loosely equivalent to a 2 in the other tones.
If you're still feeling a little unsure about your undertone, we have you covered. Four words...Find Your Match Set. We designed these sets to make finding your perfect match foolproof. You don’t need to think about your undertone at all. We have eight sets that are curated with every tone within a certain depth. For example, you will find all of the fair shades in each of our 5 undertones in our Find Your Match Set 1. Swatch all the shades in your set on your jawline and look in natural light (the rearview mirror of your car on a sunny day is a great choice) to see which shade seems to match your skin. Once you have tried every shade you will be able to see one or two shades that blend into your skin; the right shades will be almost undetectable, and it is not uncommon to find that you are good match with two shades. You still have plenty of time to order a Find Your Match Set and find your match before the sale ends!
Read Next: Our Foundation Formulas Explained
We frequently receive questions about how to choose between our three foundation formulas--Satin Matte Foundation, Pressed Foundation, and Liquid Silk Foundation. This guide will introduce you each formula’s coverage, ingredients, and finish. You'll also get key application tips, and which formula we recommend based on your skin type.
This cult classic bestseller has a match for nearly every skin type and skin tone. Its gentle formula is comfortable on dry or sensitive skin while it balances oily skin. Made with just four pure mineral ingredients, and available in 45 unique shades, Satin Matte Foundation leaves a natural-skin matte finish for an even complexion that lasts all day. Apply in sheer layers, using the Foundation Brush in downward strokes. Need help figuring out your shade? Check out our Find Your Match Sets.
Running from your morning gym sesh to your first meeting? Pressed Foundation has you covered with a minimalist matte finish. Restorative rosehip oil, calendula, and argan oil nourish and balance your skin with weightless coverage. Blend light layers with the Foundation Brush or the Flat Top Brush over freshly moisturized skin to even out your complexion and minimize the appearance of pores, mostly concentrating coverage over your t-zone. Pressed Foundation is ideal for those with oily or combination skin. If you're feeling especially dry this time of year, its moisturizing natural oils will comfort your skin, and still provide a matte finish. Bonus: it's refillable!
If your skin is feeling extra dry and in need of a little tender loving coverage this winter, Liquid Silk Foundation’s deeply moisturizing hyaluronic acid and coconut oil should do the trick. Liquid Silk Foundation provides sheer, flexible coverage. It blends easily when applied with fingertips or with our new Liquid Foundation Brush. Blend outward from the t-zone, with less than a full face of coverage to get a true-skin finish. Bonus: these ten shades of foundation have corresponding shades of Cream Concealer so you can step up the coverage in targeted areas and keep it au naturale everywhere else.
Finding your best Satin Matte Foundation match is the beginning of a beautiful friendship. Satin Matte Foundation gives you buildable coverage that hugs your skin and stays fresh all day. It builds evenly in sheer layers for smooth, comfortable coverage that looks like your skin at its very best. It evens skin tone while it minimizes pores and smoothes the skin. Satin Matte Mineral Foundation is made with 4 pure, finely milled mineral ingredients that are blended to make 45 shades of smooth matte coverage.
So, about those 4 amazing ingredients that can do so many amazing things together… What are they, and how do they make for such effective, soothing coverage for all skin types?
Cosmetic-grade mica is one of our most frequently used mineral ingredients. We use both lustrous and shimmering forms of mica in our Highlighter, Radiant Finishing Powders, eyeshadows, and more. We use opacifying matte forms of mica in many of our matte products for the face, cheeks, and eyes--especially Satin Matte Foundation. Mica gives a soft, silky texture to the loose powder that allows it to blend easily and soothe the skin.
Iron oxides are derived from purified, oxidized iron and used as mineral colorants. We use a red, yellow, and black iron oxides in Satin Matte Foundation to achieve a robust range of 45 diverse shades and 5 undertones. Read up on the different pigments used to achieve our Satin Matte Foundation shades here.
Zinc oxide is a white mineral colorant that is found in nature as zincite. It soothes and nourishes the skin with anti-microbial and healing properties. Like opacifying mica, zinc oxide also helps to put the matte in Satin Matte Foundation, giving it a weightless coverage that minimizes pores and fine lines. We also use zinc oxide in our Balancing Primer Powder and Concealer to help you achieve fuller coverage.
Titanium dioxide is the naturally-occurring dioxide of Titanium that we use as a white colorant and opacifying agent, which emboldens every shade for richly-pigmented formulas. It also has a high refractive index, which helps protect your skin from UV rays. Both zinc oxide and titanium dioxide can act as physical sunblock, but since Satin Matte Foundation is applied in such sheer layers, we always recommend using additional sun protection under your makeup to care for your skin.
Finding the best foundation match for your skin is a total game changer--but it doesn't stop with Satin Matte Foundation. From brushes and primer to concealer and finishing powder, these companion products make the most of your SMF with customizable coverage, all-day shine control, and a smooth matte or glowing finish.
Step 1: Brush Up
Satin Matte Foundation allows for flexible coverage you can customize each time you apply your makeup, so our AP Brush Collection includes the all tools you need to achieve different levels of coverage.
The Foundation Brush
The Flat Top Brush
For fuller coverage from the start, apply Satin Matte Foundation with the Flat Top Brush. The Flat Top Brush has firm, densely packed bristles smooth and buff for an even application and quick, easy coverage. Your skin will have a velvet matte finish.
Step 2: Prime Time
Concealer + Concealer Brush
For dark circles, redness, or hyperpigmentation, apply Concealer to enhance your Satin Matte Foundation coverage. Blend Concealer downward from the under eye area with the Concealer Brush to brighten and neutralize dark circles, and finish with a layer of Satin Matte Foundation over the top for ultra-smooth coverage. Spot-conceal redness and blemishes for extra coverage. (The Contour Shadow Brush and the Allover Shadow Brush are great for spot coverage near the eyes and nose too!)
Step 4: Finishing Touches
Finishing powder helps to set your makeup, and adds dimension or a little extra coverage.
But what even is an undertone, you ask? An undertone is the hint of base color to your skin that doesn't change. The depth of your skin and the surface coloring might change due to things like sun exposure, rosacea, or a few glasses of wine, for example, but your undertone stays the same. The best place to notice your undertone is on the side of your face below your ears.
Our makeup artist walks you through our range of undertones, and suggests a few other Alima Pure shades that are popular pairings with each undertone. (By all means, we encourage your whole-hearted commitment to trying out every shade that appeals to you and wearing the colors you love--but we often get questions about this, and we think you'll love these too!)
Cool: Our Cool Satin Matte Foundation range has the broadest range of depth with foundation shades for the fairest skin tones and deepest skin tones. Our Cool shades also have the highest ratio of red mineral pigments, which is why they match well with slightly pink undertones. The red mineral pigment comes from iron oxides, which are one of the 4 all-natural mineral ingredients in Satin Matte Foundation.
Makeup Artist Picks for Cool Undertones: Satin Matte Blush in Apple Blossom or Soft Plum, Luminous Shimmer Blush in Rosa, Highlighter in Whisper, and Pressed Eyeshadow in Zephyr.
Neutral: Our Neutral shades suit those with cool peach undertones. Our Neutral range is made with slightly more yellow pigment than Cool shades, but still falls on the cooler end of the spectrum when compared to Beige or Warm.
Makeup Artist Picks for Neutral Undertones: Satin Matte Blush in Pink or Antique Rose, Luminous Shimmer Blush in Leigh, Highlighter in Lumina, and Pressed Eyeshadow in Isla
Beige: With a balance of yellow and red pigments, our Beige range works with most neutral peach undertones. It’s also our most popular range. It’s slightly warmer than our Neutral line, but not quite as golden-toned as our Warm range. If Olive shades are close, but not quite right, you will find a match with Beige.
Makeup Artist Picks for Beige Undertones: Satin Matte Blush in Mimosa or Honey Rose, Luminous Shimmer Blush in Freja, Highlighter in Lumina, and Pressed Eyeshadow in Mirage
Warm: Our warm shades of Satin Matte Foundation have the most yellow pigment, and flatter those with a subtle yellow undertones rather than pink ones. If you find that foundation shades sometimes appear pink on your skin, our Warm range will be the match for you.
Makeup Artist Picks for Warm Undertones: Satin Matte Blush in Apricot and Melon, Luminous Shimmer Blush in Lily, Highlighter in Luna or Dolce, and Pressed Eyeshadow in Luxe
Olive: If you try Neutral shades or Beige shades and find that they aren't quite right, Olive may be the match for you. Our Olive range usually suits those with neutral brown undertones, and is made from a blend of black and yellow iron oxides.
Makeup Artist Picks for Olive Undertones: Satin Matte Blush in Carnation or Soft Plum, Luminous Shimmer Blush in Leigh, Highlighter in Lumina, and Pressed Eyeshadow in Icon
]]>
On the 50th anniversary of Earth Day, it's more important than ever to show love to our environment. We are making a commitment to contribute a quarter of a million - 250,000 - trees to our beautiful planet this year and would love your help in doing so. This will work out to be about 5 trees for every order you place.
At Alima Pure, it is our mission to keep the planet beautiful, too. As a super small, independently owned company, we work hard in all of our operations to be as sustainable as possible. Whether it be reducing our carbon footprint through recycling at local facilities, manufacturing with energy-efficient processes, purchasing wind-powered electricity, or offsetting any remaining carbon emissions to remain carbon neutral.
Thanks to our loyal community of customers, we’re thrilled to be able to support organizations like those mentioned below.
We’ve been a member of 1% for the Planet since our first year in business. As members, we donate 1% of our gross sales each year to environmental organizations.
We are so proud to have been the first color cosmetics company to become a B Corporation! We joined B Corp in their second year in business, and are now in great company as part of a growing community of over 3,200 certified B Corporations. As a B Corp, we believe the safety and well-being of the earth and its inhabitants matters above all.
We believe carbon free is the way to be and have been carbon neutral since 2008 by offsetting 100% of our corporate carbon emissions through Carbon Fund.
We participate in a Green Source Renewable Power Program, which derives power from 100% renewable sources including Solar, Wind, Biomass, Hydro, and Geothermal.
Looking forward, we continually strive to do better, ever raising our high bar regarding sustainability, purity and safety of ingredients, and environmental impact. We were so excited to introduce our refillable compacts in 2015 and plan to continue building upon this story with the addition of new products and with the development of innovative new ways to make exciting products refillable.
To call out the elephant in the room, plastic has been a constant topic of discussion for our team for as long as I can remember and we are excited by some of the new options for packaging that are starting to emerge!
Green beauty is still a new frontier and the available options are seemingly always improving. While we made the best decisions with what was available to us at the time we first unveiled our current packaging, the technology has improved and we are so excited to be able to do better, to have something that even more closely reflects our values as a brand (and as people). We’re not ready to share more at this time, but stay tuned for updates on that front!
We are an indie brand with a small team and limited budget, time, and staff to accomplish all of our many, many goals. We want to get all of these updates to you as soon as possible, and I will personally be working as hard as I can to make that happen. We promise to keep you looped in and to not rush the process by making any compromises to the high standards you have come to expect from us.
Thank you, truly from the bottom of my heart, for your support. We would not be doing this without you.
Let’s plant some trees!
With love,
Sara Bedau
VP of Brand + Culture
]]>We’re living through a time like no other, facing the unknown together. As a super small, independently-owned company, navigating a moment like this clarifies priorities, bringing into sharp focus why we’re here and what it means to be a responsible business.
For us it has always been about people, about community, about our planet. About togetherness and what we can create, achieve, - and overcome - together.
Our amazing team is at the heart of everything we do and taking care of them is of utmost importance at a time like this. For now, our online store remains open. We’re shipping out orders and responding to our customers, treasuring every interaction as a way to stay connected. Our hope is to keep these pared-down operations going as long as permitted so we can continue to pay our entire staff without any cutbacks. We’re checking in with each other daily as we are a family and are truly all in this together.
And to all of you, our wonderful customers - you are our inspiration, the reason we strive to do better everyday. Thank you for all the encouragement, your support, and the beautiful stories that you’ve shared with us over the years. We could not - and would not - do this without you. Be well, stay safe, and stay in touch.
Sending love, virtual hugs, and all my very best to each and everyone of you - always.
Urmila Ratnam
CEO + President
]]>
Dear Alima Pure Community,
Oh my dears, my heart aches with all that is happening.
I imagine that you are not here for your news updates or medical advice, so I will refrain from resharing the information and advice with which we are mostly all already very familiar. What I will say is this: we love you all and are doing what we can to help support our local and global community. To that end, we will be donating five meals for every order placed to Feeding America.
We are a super small, independently owned company. We funnel as much of our profits as we can into supporting our amazing team. I am very aware that our products are not essential or lifesaving, but your purchases equal meals on the table and a roof over the head of our employees in a very real way, now more than ever.
As a company, protecting our team is of the utmost importance. Our team is working remotely, but we will keep our online store open, orders going out, and questions being answered.
We have to keep the lights on, and want to continue to provide value during these times. So we're offering 20% off sitewide with the code: HOPE and free shipping on US orders this weekend.
Please don’t hesitate to reach out. We’re all in this together.
We hope you are staying safe, healthy, and in good spirits.
Love,
Sara Bedau
and Team Alima Pure
P.S. Please note that the sale ends 03.29.2020
]]>We’re proud to be partnering with several organizations that support causes close to our hearts this holiday season, the first of which is One Tree Planted. With each order placed between November 25th, 2019 and January 5th, 2020 Alima Pure is sponsoring the planting of a new tree.
One Tree Planted's reforestation efforts span the entire globe--including Oregon, a state significantly affected by deforestation. We're delighted to be supporting our local forest ecosystems with your help. You can learn more about the myriad ways trees contribute to a healthy global ecosystem, the areas in the world have experienced the most deforestation, and how you can support their mission in your area.
One Tree Planted is also a fellow member of One Percent for the Planet. Each year, Alima Pure donates 1% of its revenue (gross sales, not profit) to grassroots environmental organizations like One Tree Planted, among others, to help preserve and protect our beautiful planet, and to help offset our carbon footprint. Thanks to our loyal community of customers, we’re thrilled to be able to support organizations like One Tree Planted.
Images courtesy of One Tree Planted.
]]>
The good news: all three of our foundation formulas are incredibly lightweight and buildable, which means that even with extra layers for more coverage, they still look natural. They each have an extensive range of shades, too. There are a few proposed considerations to mull over when you're choosing a new foundation...
It sounds like they'd all work well for you. Some of us prefer liquid formulas, while others prefer to keep the ingredient list as short as possible. Our tip? Try pairing Liquid Silk Foundation with a powder foundation over the top for longer-lasting, fuller coverage.
Still not sure which formula is for you? Send us an email at makeupartist@alimapure.com with your questions. We'd love to help!
]]>
Whether you like natural looks or bold styles, our fall favorites are sure to help you ease into the new season.
Fall is a great time to swap out your summer foundation for a lighter shade as we move into a cooler weather. Goodbye summer tan.
If you haven't tried Cimarron yet, be prepared to be blown away by this burnt-rose hue. Play with a sheer wash of rose gold across the lid, or apply with a damp brush (or Eye Primer) for a rich, metallic copper.
This smoldering brown matte is a staple in our fall routine, and one of the most versatile shades of Pressed Eyeshadow. You can create a handful of unique looks (defined crease, smokey eye, winged liner, enhance the brows) with just a single pan. Stay tuned we'll show you how. #wearityourway
Black mascara… need we say more?
A customer favorite and one of ours as well. This vibrant persimmon tone can warm up your look with a bold sweep of color, or blot it on for a diffused stain. Iris + Cimarron are the perfect pair to create a warm monochrome look.
Define your brows and lash line with this multitasker.
This versatile eye brush delivers a soft - focus wash of pigment so that you can easily build and blend for exactly the color payoff you want.
Have fun with color and think outside the box. Who knows, Cimarron or Iris could become your new favorite blush shade. Show us how you wear our fall favorites by tagging #AlimaPure.
Source: @majapetric
You may have noticed that Rosehip is having a bit of a moment these days. It’s popping up in our favorite face oils, cleansers, hair care, and even toothpaste. Miranda Kerr and Kate Middleton have both recently cited Rosehip Oil as one of the essential parts of their skincare routines. It is also the standout ingredient in our Pressed Foundation with Rosehip Antioxidant Complex.
We did a very informal survey here in the AP office, and some of us (myself included) thought Rosehip came from the rose flower. The Rosehip is actually the fruit left behind after a rose has flowered and dropped its petals. Portland may be known as Rose City, but I didn’t even know roses had fruit so if your mind is currently blown, then I'm right there with you.
The oil is separated from the hips and seeds using a cold-press extraction technique. Rosehip oil is composed primarily of essential fatty acids, vitamin E, vitamin C and B-carotene, a form of vitamin A— all essential nutrients for healthy skin.
Source: Livestrong
Our Pressed Foundation is infused with Rosehip Antioxidant Complex which soothes, protects, and revitalizes delicate facial skin. Rosehip is shown to be brightening, hydrating, and firming. The compact and sponge duo make our Pressed Foundation ideal for on-the-go touch-ups and it leaves your skin with a luxurious velvety, matte finish.
Whether you choose Satin Matte for a natural flush, or you prefer a radiant glow from Luminous Shimmer you don’t need much because our mineral blush is so richly pigmented.
]]>Whether you choose Satin Matte for a natural flush, or you prefer a radiant glow from Luminous Shimmer you don’t need much because our mineral blush is so richly pigmented. Here are some quick tips for easy application:
1. Pick up a bit of blush with a soft brush (we like the Blush Brush), and swirl in the lid of your blush jar to evenly distribute the powder. Give it a little tap. You should only see a bit of powder on the bristles of the brush.
2. Apply your blush in a half circle from the apples of your cheeks (smile and you can't miss them) outward.
3. We recommend starting with a light layer, and building up until you achieve your ideal flush.
How do you pick the best color for your skin? With 13 shades to choose from, we have a lot of options. One way to start is to pinch your cheeks (lightly) to see what color you naturally flush, and pick a shade close to your skin’s natural blush.
Do you wear Warm or Beige foundation? Try peachy, coral or brick-red shades with a yellow or brown undertone. Freja, Sahara, Mimosa, Honey Rose, Carnation or Melon might work well.
Do you have a cool undertone? Look for something with a rosy or pink undertone. You might like Apple Blossom, Antique Rose, Rosa, Soft Plum, Pink, Leigh or Garnet.
Do you wear an Olive or Neutral foundation? It's your lucky day! Play up the warmth of your skin with warm blushes or try a more muted look with a cool blush.
Two more tips:
1. If you feel you’ve applied a little more than you’d like (we’ve definitely been there…) you can tone it down with a sheer layer of our Satin Matte Foundation or our Satin Finishing Powder.
2. If you love cream blush, try mixing bit of our loose powder with your favorite moisturizer or face oil.
Unsure about undertones, shades, coverage, or how to apply? We got you.
]]>Unsure about undertones, shades, coverage, or how to apply? We got you. And, as always, if you have a question we can answer or would like help selecting the best foundation match for you, please do not hesitate to send us an email at customercare@alimapure.com. We love getting mail!
All 3 of our foundation formulas and our Cream Concealer are designed to be buildable. A light layer of any formulas goes on thin and sheer, and as you apply more layers, you will build up fuller coverage. Some of our customers love the full coverage look that is achieved by starting with a base of our Liquid Silk Foundation and setting it with a light layer of Satin Matte Foundation.
Many people think that undertone is unchanging. This is true for some people, but some people will experience slight undertone fluctuations based on time of year and their exposure to the sun. It’s unlikely that your change will be as drastic as going from a Cool to a Warm undertone, for example, but skin does tend to run a bit warmer with a tan. A person who wears Neutral in the winter months may find Beige is a fit in the summer. Some of our staffers who wear Cool tones in the winter months switch to Olive in the summer. You are always welcome to order sample sizes of Satin Matte Foundation to see if a different undertone is a good fit for a new season.
Lucky you! It is not uncommon to find that match with two foundation shades, especially in Satin Matte Foundation. Once you have selected two or three shades which blend nicely with your skin tone, it's important to wear each for at least a few hours. This will help you decide which looks the most natural in different types of light. We always recommend that you decide your shade based on what you feel looks best, and not with a predetermined undertone in mind. If you find several shades that look great, just choose the shade you like best. We find it helpful to have a family member or friend offer an unbiased opinion, and the rearview mirror of your car on a sunny day is very accurate natural light!
It is typically most helpful to swatch each shade down the cheek and along the jawline. This will help to narrow down your shade match; the best matches will be nearly undetectable on the skin.
We always recommend Satin Matte Foundation for our customers with acne-prone or sensitive skin. It contains just 4 mineral ingredients and is suitable for even the most sensitive skin.
Our Cream Concealer works beautifully with all 3 of our foundation formulas. If you are using Satin Matte Foundation or Pressed Foundation, we like to recommend that you apply the Cream Concealer first, then follow with your powder foundation for the most seamless look. Our Liquid Silk Foundation and Cream Concealer shades were designed to be identical, and the two pair together wonderfully for a dewy, uniform coverage.
All of our foundations work beautifully on their own. Our primers and finishing powders are helpful but not essential; many of our customers who have skin on the oily side or who live in a humid environment love to use one of our primers or finishing powders to help keep excess oil and shine at bay.
Read next: Satin Matte Foundation + Our Favorite Companion Products
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Read Next: Ask An Artist: Foundation FAQ's or go to Find Your Match: A Step-By-Step Guide
]]>We’re proud to be partnering with several organizations that support causes close to our hearts this holiday season.
With each Holiday Set purchased, Alima Pure will donate $5 to your choice of Wells Bring Hope, The Kula Project, or The Breast Cancer Prevention Partners. In your shopping cart, you can choose the organization to whom you would like us to donate. Learn more about each non-profit below:
Wells Bring Hope is an LA-based nonprofit committed to drilling wells to bring safe water and sanitation to rural villagers in Niger, West Africa, the poorest country in the world. Since its inception in 2008, WBH has funded 546 wells, delivering safe water to over half a million people. WBH is a volunteer-driven organization with only one paid employee. 100% of all donations go directly to funding wells.
The Kula Project eradicates poverty through the development of entrepreneurs. Through their fellowship, they provide industry training, business investment, and life and leadership skills. Their goal is to graduate 1000 fellows in the next three years. Kula has worked solely in Rwanda alongside the most remarkable women and men who are doing everything in their power to create a life of peace and prosperity for their children. Their fellows are empowered to build profitable businesses, raise healthy families, and send their children to school.
The Breast Cancer Prevention Partners (BCPP, formerly Breast Cancer Fund) is a science-based advocacy organization that works to prevent breast cancer by eliminating exposure to toxic chemicals and radiation. For 25 years, BCPP has been the leading science-based policy and advocacy organization working to prevent breast cancer by eliminating our exposure to toxic chemicals and radiation. Their focus is on the intersection of breast cancer prevention and environmental health.
Wishing you a happy and healthy holiday season.
]]>We’ve compiled our must-haves to keep in your bag this fall. These five multitasking minimalist essentials are all you need to achieve a versatile range of fresh and simple looks.
Pressed Foundation with Rosehip Antioxidant Complex - Breathable coverage that builds to fuller coverage if you want it. Blend sheer layers onto the face, applying outward from the nose with the Foundation Brush. Build more targeted coverage with the Concealer Brush to neutralize under eye darkness, discoloration, or blemishes. And then pop it in your bag for on-the-go touch-ups.
Natural Definition Mascara - Sweep on a coat for a smooth, clump-free finish that adds fluttery natural-looking length to your lashes.
Velvet Lipstick - From bold to subtle, the color and impact are up to you. We're loving the impact of vibrant Olivia and the easy wearability of Lucy.
Satin Matte Blush - We don't know about you, but we are really loving a flush of color on cheeks this fall. As the temperatures drop, we're swapping our warmer summer blush shades for something cooler, to match the weather. Think Pink, Soft Plum, Apple Blossom, and Antique Rose. Apply with the Sculpting Brush for a face shaping wash of healthy color.
Natural Definition Brow Pencil - Fill in any sparse places in your brows or add a little extra boldness to frame your face, keeping your look fresh and polished. Brush through with the Spoolie, to blend the color and groom brows. Bonus: Natural Definition Brow Pencil can also be used as an eyeliner in a pinch, thanks to its smooth, blendable formula.
]]>Today we're chatting with our in-house Makeup Artist, Hannah, about all things Velvet Lipstick. Read on to learn about her favorite shades, standout ingredients, application tips, and more.
Is this Velvet Lipstick different from the previous formula?
Hannah: This formula is completely new! While we loved our original formula, as did our customers, we felt we could do better. Over the last few years, we have worked to perfect our Velvet Lipstick formula to improve the shade range, texture, and hydration for longer-lasting, incredibly comfortable wear.
Do you have a go-to shade for everyday wear?
Hannah: That is such a hard question...probably Iris. It’s the shade I wear the most, but honestly, it depends on what I’m feeling or want to express that day.
Which shade is your fave for a night out?
Hannah: Olivia is my dream red! It is bold, and a touch warmer than your classic red. It commands attention.
What makes this lipstick feel hydrating?
Hannah: The texture is so lightweight and feels almost like a lip balm. We packed this formula with skin nourishing ingredients. The three standouts for me are the squalane, avocado oil, and sea buckthorn oil. These rich oils soften and protect the skin.
What does semi-matte mean?
Hannah: I think of semi-matte as being a natural looking matte. No shimmer or shine, just that desirable matte finish without looking (or feeling) heavy or dry.
Any application tips?
Hannah: Straight from the bullet always works. If I want a sheer stain of color I will pat it on with a finger, or if I want a really precise application I will use apply Velvet Lipstick with our Ultra-Fine Liner Brush.
Read next: Ask An Artist: Velvet Lipstick
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Does Velvet Lipstick have a true matte finish?
Artist Answer: Great question! We describe our Velvet Lipsticks as having a semi-matte finish. Velvet Lipstick is not shimmery, frosty, or super glossy but because of all the hydrating oils it contains, it has a moisturizing, creamy finish that is classified as semi-matte.
Would you describe the 4 shades?
Artist Answer: Yes!
Iris is a warm, terracotta.
Lucy is light, peachy nude.
Odessa is a cheerful, petal pink.
Olivia is a vibrant, poppy red.
Will you be coming out with more colors?
Artist Answer: That is the plan! We are debuting our Velvet Lipstick with 4 shades, but keep an eye on our newsletter and social media channels to find out when more shades become available.
Do I need to prep my lips beforehand?
Artist Answer: It is always helpful to apply Velvet Lipstick to moisturized lips, but you don’t need to do any special prep work aside from staying on your lip balm game and maybe the occasional lip scrub if you're feeling ambitious. Our Velvet Lipstick is designed to glide on easily and give your lips a dose of moisture.
What are some of the standout ingredients?
Artist Answer: We are pleased with the ingredients in our Velvet Lipstick. Some of our faves include sea buckthorn oil - which is rich in Omega 7, avocado oil which naturally contains amino acid proteins and vitamins A, D, E for hydrated, healthy lips and squalane, a hydration superstar that acts as a natural barrier to keep lips soft and supple. We have also included bamboo stem extract which contains a wealth of natural silica to helps keep lips healthy and protected and antioxidant-rich elderberry fruit extract.
What is Velvet Lipstick formulated without?
Artist Answer: Our Velvet Lipstick is formulated without gluten, parabens, fragrance, artificial preservatives, castor oil, sulfates, phthalates, dimethicone, petroleum, talc, bismuth oxychloride, and nanoparticles.
We are so excited for you to meet our new, reimagined Velvet Lipsticks: Odessa, Olivia, Iris, and Lucy. We’ve spent years honing the formula, and we're so excited about this gorgeous blend of good-for-you ingredients that leave lips hydrated in richly-pigmented, semi-matte color.
When we first tested the lipsticks in the AP office, we all loved how much the formula felt like a comfortable lip balm but wears like your favorite lipstick. Our Velvet Lipstick is filled with lip-loving ingredients including bamboo extract, squalane, elderberry, and avocado oil which give the lipstick its moisturizing, comfortable feel.
But, the best part about lipstick is always the colors, and we can’t wait to introduce you to our 4 debut shades.
We are so excited to bring on bold eye looks for fall! From today, October 1st, through Sunday, October 7th, we are giving you 20% off our Luminous Shimmer Eyeshadow, Satin Matte Eyeshadow, Pearluster Eyeshadow, Luminous Shimmer Eyeliner, and Pressed Eyeshadow (plus refills). All you need to do is enter code SALETIME at checkout!
To answer any questions you may have, below are some of our most frequently asked eye questions with answers from our makeup artist. You are always welcome to email makeupartist@alimapure.com with any questions or for help finding your best shades; we love to hear from you!
What are the differences between your Luminous Shimmer Eyeshadow and your Pearluster Eyeshadow?
Artist Answer: Great question! Our Luminous Shimmer Eyeshadow is a rich loose mineral eyeshadow that gives your eyes a glowy light-catching sparkle. You can use it dry for a more subtle finish or apply with a damp brush for a metallic finish. Our Pearluster Eyeshadow is also a loose mineral powder. It has a silky feel and soft luminosity to it, almost like the texture of crushed velvet, and it can also be worn wet or dry.
How do I use your Luminous Shimmer Eyeliner?
Artist Answer: Our Luminous Shimmer Eyeliner lines your eyes with a vibrant, light-reflecting shimmer. We love that with a powder you have total control over how thin or thick you make your liner. We like to recommend tapping a bit of the Luminous Shimmer Eyeliner into the lid of your jar, then using our Ultra Fine Liner brush to pick up a bit of powder. It can be applied dry, or you can lightly mist your brush once the powder is picked up for a bold and vibrant finish. Once the color is on the lash-line, you can smudge it with a dry brush if you like a more subtle diffused line.
My friend told me that she loves using your Pressed Eyeshadow as a highlighter. Do you recommend this? What colors work well?
Artist Answer: We have a great range of pearly nudes for every skin tone, which means our Pressed Eyeshadows make great highlighters too. Try Isla for fair to medium neutral skin tones, Gamine for fair to medium, cool skin, or Luxe for medium to deep skin tones.
I'm curious about using Satin Matte Eyeshadow as a brow powder. How do I apply it and with which brush? What color is the most natural?
Artist Answer: Some people shy away from eyebrow powder, but it's really simple to use once you get the hang of it. We suggest brushing your brows first with the Spoolie. Then tap a small amount of Satin Matte Eyeshadow into the lid of your jar, and using the Precision Angle Brush lightly apply the powder in upward strokes. If you have very dark brows, we suggest using our Satin Matte Eyeshadow in Raven or Java. Brows that are a medium brown or reddish color pair well with Satin Matte Eyeshadow in Espresso or Mahogany. Blondes will find a great match in Ash.
I like a soft matte eyeliner and I want to avoid black. What shade of your Satin Matte Eyeshadow do you recommend that I use as a liner?
Artist Answer: Our Satin Matte Eyeshadow in Auburn is an AP staff fave! It's a terracotta brown shade that looks beautiful and soft on all skin tones.
Think of primer as a base for every makeup step that comes next. Primer helps your makeup last longer, combats excess shine, and allows you to use less product overall.
Our Smooth + Prime includes clary sage water, an essential ingredient in ancient medicinal practices, which has been shown to help even the look of skin, regulate oil production, and calm skin irritation and inflammation. In Smooth + Prime, we’ve paired clary sage water with olive-derived squalane for a smooth, matte application.
If the above was TLDR, we got you— below is a short list of stand out ingredients in our Smooth + Prime:
To use: Following your normal a.m. skincare routine, apply a dime-size amount of Smooth + Prime right after moisturizer to help seal in moisture. You can apply it with your fingertips, or use the Soft Focus Brush to lightly blend it in. Allow the primer to set for about a minute, then apply your makeup. Smooth + Prime is ideal for those with oily or combination skin. It’s vegan, gluten-free, and fragrance-free.
Our Balancing Primer Powder is a great option for primer lovers with sensitive skin. Formulated with just four ingredients including incredibly absorbent Kaolin, Balancing Primer Powder is a silky-smooth mattifying powder that keeps your Satin Matte Foundation looking fabulous.
Balancing Primer Powder is ultra-lightweight, gentle, breathable, and absorbent. You'll probably find that less Satin Matte Foundation or Pressed Foundation is necessary after you apply Balancing Primer Powder.
To use: Apply a light layer to the oil-prone T-zone, or in a sheer layer over your entire face, and follow with Satin Matte Foundation or Pressed Foundation. One caveat is that we don’t recommend applying Liquid Silk Foundation over Balancing Primer Powder; Balancing Primer Powder pairs with powder foundations.
Our Color Balancing Powder is a favorite with our customers who have rosacea or redness-prone skin. Made from mineral ingredients, it brightens your complexion while minimizing redness, discoloration, or hyperpigmentation.
To Use: Work the powder into the bristles of your favorite brush. Apply a light layer to any areas you would like to brighten. Buttercup is excellent for combating dullness and tired eyes, and Pistachio is a good choice for balancing redness caused by rosacea or too much sun. Like all of our loose powder products, Color Balancing Powder works best when followed by a powder foundation instead of a liquid formula.
To Use: You can apply Eye Primer with clean fingertips directly to your eyelids. A tiny dot is all you need. Allow the primer to absorb (it won’t take long) then follow with your favorite eyeshadows. Happy priming!