Customers have been asking Alima Pure for a natural mascara almost since the week that our first website went live. We always told customers, “We would love to, but mascara is a tricky product. It really has to be safe around your eyes.” We were also wary because we had tried a few natural mascaras and were less than impressed with the results.
As women, we take our mascara seriously—we may purchase a product one time because it is natural, but if it doesn’t do the job as well as a similar, non-natural product, the chance that we will purchase a second time is slim. But a little over a year ago, we got the feeling that it might finally be possible to develop a natural product that performed like mascara you would purchase at the department store. So began the search.
We think you will be pleased with the results! Alima Pure’s Natural Definition Mascara, which goes on sale next Tuesday, September 10, is a beautiful mascara that contains more than 90% natural and naturally-derived ingredients. As you might expect, the pigments providing the sultry black and lush brown are from pure minerals. Like all of our mineral makeup products, it is also 100% cruelty-free. Suffice it to say, we are in love.
Once we had our formula, finding the perfect mascara wand for it was the next task. In our experience, the wand makes nearly as much difference in mascara as the actual formulation itself. We wanted a mascara that would look beautiful, providing length and definition, but never look overdone or clumpy. When we found a molded mascara brush (as opposed to twisted wire and bristles) we were truly excited. When we found out that the components we selected were not made overseas, but here in the United States, we were beyond thrilled!
So is our new mascara for you? If you want natural definition and lengthening, it probably is. If you want your lashes to be intensified, but hate clumps and flakes, you will love it. However, if you want a lot of mascara to be visible when someone looks at your eyes, it might not be the best choice for you. Around the office, we have been trying different versions of it for about a year, and we are crazy about the final product. We especially love that even when we have on a coat or two of mascara, our lashes still feel soft to the touch.
In addition to the beautiful and intense mineral pigments, the waxes, oils and Panthenol (Provitamin B5) in the formula condition your eyelashes, leaving them in better health than before you applied. Biotinoyl Tripeptide-1 is often considered to be a growth-enhancer for hair, including lashes. While we make no claims about growth, it would be a lovely side effect if growth were encouraged!
The other thing you may love about the new mascara is how well it wears. We recommend using a non-oily remover and follow the remover with a clean microfiber cloth to be sure you have removed all traces of the mascara.
Alima has always prided ourselves on providing our customers with the safest, most natural products possible, but when it comes to mascara, we needed to take performance into account as well. Striking the balance between a natural product and one that performed beautifully was interesting, and we believe we hit our target. The formula is more than 90% natural and naturally-derived ingredients, with only two synthetic ingredients that are safe and really contribute to the overall performance of the product.
Alima Pure Natural Definition Mascara has finally arrived. We hope you love it as much as we do!