Alima Pure Store Profile: Green and Greener

Posted on March 16, 2012 by terresa | 3 Comments

green&greener exteriorIf you live in the Los Angeles area and want to see Alima Pure products in person, Green and Greener is the place to go! Owner Alegre Ramos has a wonderful selection of Alima as well as other eco-friendly brands to delight anyone who is trying to live more green!

Can you tell us a little about your background and past experience?

Before starting Green and Greener, I was the Operations and Marketing Director for a luxury “shelter” company. We manufactured high-end bedding, furniture and home accessories here in Los Angeles. While there I fell in love with the design process and decided to go back to school to study interior design. In order to have enough time to go to school, I took a job with less responsibility but within an industry that I was passionate about and was responsible for the marketing of a number of public radio programs and specialized in their environmental programming. It was during the time I studied interior design that I met my mentor, a well-regarded environmental architect, and decided that my emphasis in interior design would be to practice interior design by applying the LEED principles to all my projects (LEED is the environmental design/build standard created by the US Green Building Council).

What inspired you to open your shop?

Many interior designers have stores, but they tend to be focused on furniture and accessories. As a “green” consumer myself, I was frustrated at the lack of options…you always had to buy one thing here, one thing there, one thing on-line. I also felt that I knew more than most people about what makes a product eco/green/non-toxic and it was out of this frustration that Green and Greener was born. I apply my LEED thinking to everything about the store, from how it was designed/renovated (passive lighting, well-insulated, energy efficient everything, reused as much as possible) to how the products are sourced (non-toxic, effective and as local as possible).

What other brands do you carry?

We focus on finding THE BEST products and often end up carrying HARD-TO-FIND products that nobody else carries such as Keys, Klean Kanteen, Crafty Kids, Graze Organic and Eco-Kids to name a few.

Why did you decide to carry Alima Pure?

When I was looking for a cosmetics line, I was already primarily focused on mineral make-up because it was what I wore. When I received the samples I LOVE how creamy the minerals felt. It was the best line I looked at and it’s a West Coast company to boot so it was an easy decision for me.

green & greener interiorWhat do people love about your shop?

They love that I carry hard-to-find items and that I can answer any question they come up with. It seems like trying to stump me is almost a game with some of my regulars.

How do you define beauty?

Beauty is the confidence to be you.

What are other little ‘don’t miss’ gems in your neighborhood?

Hugo’s, Great India Café (try their Malai Kofta), Umami Burger (BEST vegetarian burger EVER!) There is also Village Furniture (a fantastic vintage furniture store) and the first Menchi’s (serve yourself frozen yogurt) across the street from me and Yummy Cupcakes (a gourmet cupcake shop with organic and vegan options) two doors down.

Anything else you’d like to share?

Every other month we have a special make-up event. For $10 you get ½-hour with a very talented make-up artist who will show you how to make the most of all the natural options we offer! Next one is the end of April. Call us to reserve your space: 818.358.4313.

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Posted in Alima News and Info, Alima Pure Profiles, Alima Pure Store locations, eco-friendly, General, Green and Greener, Los Angeles, mineral makeup

The Right Tool for the Job: #39 Large Shadow Brush

Posted on March 13, 2012 by terresa | 0 Comments

#39 in use"If I can only afford to buy one shadow brush, which one should I get?"

We get this question from our customers a lot, and it's a little bit like asking a mom which of her children she loves the most. But, if pressed, we do have to answer with "probably the #39 brush."  If you are looking for one eye brush that you can use to create a full eye look (excluding liner), the #39 can do it.

For all-over color, the #39 is perfect.  Its broad-bristled end will pick up a good amount of color, and because the end is wide, it covers a larger area well and quickly.  Then, if you want to do the crease or another smaller area, turn the brush on its side and use the narrower dimension to contour your crease or lid.  To blend out the crease, flip it back to use the broader dimension.  Add some liner and you are set to go!

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Posted in Alima Makeup Brushes and Tools, cruelty free brushes, Deal of the week, General, taklon brushes, Tips & Tricks, Vegan Brushes

The Right Tool for the Job: #25 Foundation Brush

Posted on March 07, 2012 by terresa | 0 Comments

When we set out to design a foundation brush that would be a perfect complement for our silky Satin Matte Foundation, we knew that it should be soft and gentle, and that the shape was very important.

In fact, we were fairly picky about it.
Brush 25
We sent back plenty of samples; "too flat," "not full enough," "what is this -- ANIMAL HAIR?" were common exclamations as we reviewed our options. We finally got them the way we wanted, and apparently, we got it the way you, our customers, wanted it as well. The #25 Foundation Brush is always among our best-selling items, and even has a bit of a cult-like following.


So, what makes this brush so special? To start with, we insist on the finest, man-made bristles available. They are high-quality taklon, and they are unlike anything else you have ever felt. We insist on man-made for two reasons:

  • There is never any doubt at all that our brushes are 100% cruelty-free. Most animal hair brushes claim to be cruelty-free, and they probably are; but when you don't use animal hair, there is absolutely no doubt!
  • Taklon is hypo-allergenic, meaning those with animal allergies or sensitive skin have nothing to worry about with this brush.  People with animal allergies can experience itching when they switch from conventional cosmetics to minerals, which they usually attribute to the minerals.  In our experience though, the itching is caused by prolonged (compared to a swipe of blush or shadow) contact between the skin and an animal hair brush.  Switching to our taklon-bristled brushes has made all the difference for our customers with sensitive skin.

Its shape also makes the #25 effective.  At the time we created it, "kabuki" style brushes were all the rage for mineral makeup, but we found the lack of a handle just meant that the brush couldn't be stored with the other brushes, meaning it was often rolling around in a bag or drawer, getting bristles crushed and generally making a mess.  The shape of a true kabuki didn't really work for us either; that really rounded shape makes it difficult to distribute the powder throughout the brush.  Flat top brushes were also gaining in popularity, and while they have their place (when you want fuller coverage), they don't provide the natural look that most Alima Pure customers seem to prefer.

So, we took the best of both worlds and created a tightly-packed, slightly-domed brush with a handle.  Apparently, it was just what mineral makeup users were looking for, as it has been a customer favorite since it first became available.

To use the #25, pick up a little foundation on the brush, then use the lid of your jar, the palm of your hand or a small dish to work the color into the bristles, and then brush the foundation onto the skin with downward strokes.  Add more layers if you desire more coverage.

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Posted in Alima Makeup Brushes and Tools, cruelty free brushes, General, mineral makeup, mineral makeup tips, sensitive skin, taklon brushes, Tools, Vegan Brushes

Meet Naturally Gorgeous model Regina Ellis

Posted on March 05, 2012 by terresa | 0 Comments

What can you say about someone who takes their personal tragedy and turns it into a way to help others? Someone who deals with their own grief by finding a way to ease the road for those that are dealt a similar, devastating hand? We think you could say she is fiercely loving. Or maybe bravely compassionate. Definitely Naturally Gorgeous!

This month’s Naturally Gorgeous model is Regina Ellis, founder and CEO of Children’s Cancer Association (CCA). CCA was founded in Portland, Oregon in 1995, by the Ellis family after their daughter Alexandra died from cancer. As the only organization of its kind in the nation, CCA helps inspire kids to meet the challenge of facing a life threatening illness by providing JoyRx delivered through non-medical programs of chemo pal mentors, bedside music medicine, tailored support and resources. CCA's innovative brand attracts powerful, strategic partners and global leaders such as Apple iTunes, Converse, Genentech, Blazers, Gatorade, Nike, Fader, Atlantic Records, Anomaly and others who support CCA's initiatives helping thousands of kids- transform a moment and have a better day.

AP: How do you describe what you do for a living?
RE: I deliver joy.

AP: What do you want to tell us about the journey that brought you to your current position?
RE: Life, my children, family, my daughter’s courage and joy in life facing cancer and then death at 5 years old; hope, laughter and passion to leave the world a little better than I found it. Oh, and my type A personality.

AP: Do you have kids or pets?
RE: Alexandra, my oldest, died of cancer in 1995. Zach is 20, Kate is 16. Max is our 1-year-old Golden Retriever.

AP: Anything you really want to tell people about yourself?
RE: I don’t take myself too seriously. Most people don’t know that I have a secret crush on …rap and hip-hop music!

AP: What do you really care about?
RE: Family dinner and laughter.

AP: How do you define beauty?
RE: The width of your smile.

AP: What makes you feel beautiful?
RE: My reflection in my children’s eyes. And always being around my momma.

AP: What is always in your handbag?
RE: Alima Pure lip balm in Cranberry.

AP: What movie have you seen lately that you really enjoyed?
RE: I watched “Queen to Play” on Netflix last weekend. My all-time favorites are “Life is Beautiful” and “Chocolat.”

AP: Who would you invite to your fantasy dinner party?
RE: My daughter Alexandra, who died in 1995, Mary Oliver; Van Morrison, Oscar Pistorius, Juliette Binoche, Mario Batali, Bobbi Brown, Ghandi, Morgan Freeman, Bob Marley, Kelley Corrigan, Martin Luther King, Anne Frank, Roberto Benigni, Stevie Wonder, Amelia Earhart, Helen Keller and my crazy, Italian family!

AP: If you were given an all-expense-paid, weeklong vacation that you had to take next week, where in the world would you go and what would you do?
RE: Florence and Lucca, Italy. I go every chance I get, to walk the cobblestone streets, hear the church bells, go to the Mercato to get dinner, and breathe in the simplicity and music of life.

Regina’s Look

We applied Satin Matte Foundation in Beige 5 with our #25 Foundation Brush, and added a tiny bit under her eyes with the #3 Concealer Brush. We highlighted Regina’s cheeks with Satin Matte Blush in Antique Rose on our #17 Blush Brush.

We swept Luminous Shimmer Eye Shadow in Chai over Regina’s entire eye area with the #37 Eye Blending Brush. From the lashes to the crease, we used Pearluster Eye Shadow in Grace to bring out her eye color. We lined her upper lash line with Satin Matte Eye Liner in Onyx on a damp #33 Angle Liner Brush, and used a bit of Onyx to fill in the brows. We finished the entire look with Organic Nourishing Lip Balm in Cranberry.

Shop Collections >>

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Posted in Alima Makeup, Alima Makeup Brushes and Tools, Alima Pure, Alima Pure Profiles, Children's Cancer Association, General, JoyRx, mineral blush, mineral bronzer, Mineral Eyeliner, mineral eyeshadow, mineral makeup collection, mineral makeup tips, natural beauty, natural organic lipbalm, Naturally Gorgeous, Regina Ellis, Special Sets

Let Them Eat Cake Collection

Posted on February 29, 2012 by terresa | 0 Comments

Let Them Eat Cake CollectionHave you ever stood in front of a pastry case, admiring the beautiful confections inside and wondered, “how will I ever choose one?” Well now you don’t have to choose just one. With our lovely “Let Them Eat Cake” collection, you get to indulge in four different types of cake, and all without adding an inch to your waistline. This beautiful collection of dessert-toned shadows can be combined in a multitude of ways, allowing you to create different looks to suit your appetite.

This sweet, spring collection is available for a limited time only, and comes to you in our signature, chocolate-toned Alima Pure bag for only $32 (a $49 value). And, $2 from the sale of each collection will be donated to the Global Fund for Women.


Angel Food is a honey-golden shade with fine shimmer, perfect on the lid, or to highlight the brow.

Strawberry Shortcake is a sweet, pale pink with fine shimmer and a sprinkling of larger golden sparkle. This shade is a beautiful brow-highlight.

Red Velvet is a medium brown that has a definite red undertone and subtle shimmer, making it a perfect contour shade.

Devil’s Food is the deepest, most decadent brown shimmer, use it to line the eye, or to create a smoky look when you want more drama.

These shades work for eyes of all colors, and can be used in different combinations to create different looks.  Here are some to get you started!

Sweet Look

Apply Strawberry Shortcake from lashes to brows.  Contour the crease with Red Velvet, and line with Devil’s Food.  Complete the look with a Satin Matte Blush in Pink on the apples of the cheeks and Rhubarb Organic Nourishing Lip Balm on the lips.

Habit-forming Look

Apply Angel Food from lashes to brows.  Using a #31 Fine Liner Brush, line under lower lashes with Angel Food.  Contour the crease with Devil’s Food, and line the upper lash line with Devil’s Food on a damp #33 Angle Liner brush.  Complete the look with Luminous Shimmer Blush in Freja and Organic Nourishing Lip Balm in Sweet Pea.

Decadent Look

Apply Angel Food from the crease to the brows, and Red Velvet all over the lid.  Sweep a bit of Devil’s along the lash line, and blend it up into the Red Velvet.  Blend Devil’s Food into the crease and concentrate color at outer corner.  With a damp #33 brush, line the upper and lower lashes with Devil’s Food.  Complete the look with Satin Matte Blush in Mimosa and Organic Nourishing Lip Balm in Sugar Plum.

Shop Collections

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Posted in Alima Makeup, General, Special Sets

Which bronzed look are YOU going for?

Posted on February 22, 2012 by terresa | 0 Comments

Bronzed?Alima Pure's Bronzed glow

Bronzing your skin when you are at your February-palest can be tricky territory--you don't want to end up like the woman on the left! But with Alima Pure's mineral Bronzer, you never need to worry about being orange or obvious, and can count on a natural, healthy bronzed glow like the woman on the right.

With five shades that work for skin ranging from über-light to delightfully deep, Alima Pure has a bronzer that will work for you. If you are on the lightest end of the spectrum, Maracaibo is the bronzer of your dreams...the first bronzer that won't make you look orange or dirty, with just enough color to give you a healthy glow. For those with skin from light to medium, Mauna Loa is the matte option, or Belize for a touch more sun and a hint of shimmer. And for deeper skin tones, Trinidad is the matte choice, while Seychelles adds a touch of sparkle.

Keep your bronzer looking natural by applying it with our #23 Kitten Brush.  Dust the bronzer on the places that the sun touches first; the cheekbones, bridge of the nose, forehead, even the decolletage.  To make it more authentic, add a bit of a Satin Matte Blush in a brighter shade (for your complexion) on the apples of the cheeks.

Alima Pure Bronzers are 20% off until February 27 at 2pm PST.  Stock up now to keep your look naturally bronzed through spring and summer!

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Posted in Alima Pure, Bronzer, bronzers, cold weather skin care, cruelty free brushes, Deal of the week, General, mineral bronzer, mineral makeup, natural beauty, natural cosmetics, natural makeup, taklon brushes, Tips & Tricks

The Right Tool for the Job: #15 Flat Top Brush

Posted on February 16, 2012 by terresa | 0 Comments

#15 Flat Top BrushAre you a younger sibling, or do you have a younger sibling who feels that they have grown up in the shadow of an older sibling, constantly compared and never quite measuring up? Then surely you can sympathize with our #15 Flat-Top Foundation Brush.

No doubt about it, the #25 Foundation Brush is a tool to be reckoned with.  As Alima Pure's first foundation brush, it gives the most natural-looking mineral foundation application we've ever seen, and does it without leaving behind a trace of irritation. But little sister (the #15) has her own set of skills and talents, and it's time she was recognized for them!


The bristles of the #15 brush are densely packed and cropped completely flat across the top, so the texture of the brush is not unlike that of our flocked sponge.   Like the flocked sponge, the #15 is perfect for delivering a heavier application of foundation.  The #15 picks up and holds more product than the flocked sponge, making it faster and less messy to achieve that flawless, full-coverage finish.  And with the smaller, compact bristles, the #15 makes it easy to get that full coverage around the eyes and nose.

But #15's talents aren't limited to foundation application.   For those bothered by rosacea, the #15 is an angel, delivering the green-tinted Pistachio Color Balancing Powder with enough coverage to take down serious red.  And, because the bristles are man-made and super gentle, they won't increase redness by irritating skin.

To use the #15 Flat-Top Foundation Brush, pick up some product on the bristles, and tap or swirl the brush to work the product into the bristles.  Then gently stroke the foundation (or Color Balancing Powder) on with downward or circular strokes.

Did you stock up on foundation during our recent Foundation Sale? If so, you need a perfect new brush to apply it! Consider investing in the #15 Flat-Top Foundation Brush until Tuesday, February 21, while it is specially priced at only $12.

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Posted in Alima Makeup Brushes and Tools, Alima Pure, brush, cruelty free brushes, Deal of the week, flat top brush, General, makeup brush, mineral makeup, sensitive skin, taklon brushes, Tips & Tricks, Tools

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