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

Meet Naturally Gorgeous model Nicolle Camarata

Posted on February 07, 2012 by terresa | 0 Comments

Meet Alima Pure Naturally Gorgeous Model NicolleIf you live in Portland and listen to 97.1 Charlie FM in the mornings, you probably already feel like you know our latest Naturally Gorgeous Model Nicolle Camarata, as she is the host of "Mornings with Nicolle Camarata from 6-9am." That’s one of the beautiful things about Nicolle… her bubbly personality (which we think comes across on the radio and in a photo almost as well as it does in person) makes everyone feel like a BFF.

AP: What is your favorite part of your job?

NC: Making new friends! People come up to me all the time and say how something I did made them laugh, or gave them good advice, and you feel like you just made a new friend. Mornings have always been my favorite day-part because you have a chance to cheer people on at the start of their day.


AP: We also know you have another job, and that it is related to something you care very much about. Would you like to explain that?

NC: I am the director of Nicolle Shops Portland, a popular shopping website that promotes Portland and encourages people to buy locally. I really care about this city—its economic growth, its advancements in green technology, its national appeal for tourism, and all of the people and places that make it so special. I started Nicolle Shops Portland ten years ago to promote the Rose City and it is still exciting to cover my first true love, Portland, Oregon. I have been all over the world and I can honestly say that this is heaven on earth to me.

AP: Do you have children or pets?

NC: Oh yes! We have a busy household full of fun and laughter. I got married last summer and now in addition to my daughter Kaden, I have my husband Cory and his two kids, Justice and Lanie; two energetic dogs, Mojo and Rosie (named after the Rose City); and Lola and Billy Idol, our two cats. Our house is a constant whirlwind of activity!

AP: What do you do for fun?

NC: Playing by the water is my idea of fun. It is so soothing and I’m not even picky--rivers, lakes or beaches; boating, sun-bathing or swimming...if it's in the sun, I’m having fun. We moved over the holidays and are now two miles from the shore line and I am really excited about this summer!

AP: What inspires you?

NC: I’m inspired by possibility, the ever-evolving nature and limitlessness of our potential.

AP: What scares you?

NC: That something will happen to our precious children. Their safety and well-being is our top priority but as any parent knows, only in our control to a degree. Being a protective parent of kids who are getting older is always scary!

AP: How do you define beauty?

NC: Beauty comes from the inside and makes you shine on the outside. It’s a glimpse of someone’s genuine and loving spirit combined with their strong sense of self and purpose that makes them beautiful.

AP: What’s always in your handbag?

NC: My camera! I use it daily to remember and record what is important to me. Just yesterday I took pictures of my children all eating ice cream out of the carton, the dogs snuggling in front of the fire, and several store fronts and shop owners on NW 23rd for work.

AP: What surprises people about you?

NC: I’m not sure. Most of my life has been an open book since I grew up here and I’ve been doing radio and television for so long. People usually feel like they know me way before we’ve even met. But, I think it surprises some people that I like to sew, scrapbook, garden and bake. I am going to be really good at being a little old lady!

AP:  What book have you read lately that you really enjoyed?

NC:  I got The Official Dictionary of Sarcasm for Christmas, and have really enjoyed reading it.  It is written by James Napoli, the executive vice president of the National Sarcasm Society) and he has a ridiculously unapologetic sense of humor that is hysterical.

AP: Who would you invite to your fantasy dinner party? (Living or deceased, from different eras—no rules!)

NC: I would invite my dad, Babe Camarata. He passed away suddenly when my mom was pregnant with me and naturally I would like to meet him. It broke my mom’s heart and she never remarried. She was going to name me after him, but she jokes that I was too ugly of a newborn to be named Babe! But I kept my maiden name to honor his memory and I inherited his eyebrows.

AP: Is there anything else you want people to know about you?

NC: Don’t let the small stature and big smile fool you. I am older and smarter than I look!

To get Nicolle’s naturally gorgeous look:

One of Nicolle’s favorite Alima Pure products is our Pistachio Color Balancing Powder. We applied some Pistachio with a #15 brush to her cheeks and nose area to tone down a little redness. Then we applied her Warm 2 Satin Matte Foundation with a #25 Foundation Brush and added a bit of Mimosa Satin Matte Blush to the apples of her cheeks with a #17 brush. Because Nicolle was wearing a turtleneck for some of the shoot, we contoured along her jaw-line with a bit of Mauna Loa Bronzer and the #17 brush.

On her eyes, we applied Luminous Shimmer Eyeshadow in Venus with a slightly damp #37 brush from her lashes to her brows. Her crease was contoured with Satin Matte Eyeshadow in Raven on a #36 Crease brush. We swirled a little more Raven at the outer corner of the eye for a little added drama. Luminous Shimmer Eyeliner in Paparazzi was applied along the upper lash line with a damp #33 brush. To finish the look, we slipped on a bit of Organic Nourishing Lipbalm in Sugar Plum!

To get Nicolle's complete look or to shop Alima Pure collections, click here.

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Posted in 97.1 Charlie Fm, Alima Makeup, Alima Makeup Brushes and Tools, Alima Pure, Alima Pure Profiles, cruelty free brushes, General, mineral blush, mineral bronzer, Mineral Eyeliner, mineral eyeshadow, mineral eyeshadow collections, mineral lip balm, mineral makeup, mineral makeup gift collections, mineral makeup techniques, mineral makeup tips, natural beauty, natural organic lipbalm, Naturally Gorgeous, Nicolle Camarata, Nicolle Shops Portland, Special Sets

Frequently Asked Foundation Questions

Posted on February 06, 2012 by terresa | 0 Comments

With our semi-annual Foundation Sale going on, it seems like a good time to answer some of the questions we hear most often here at Alima! Here are answers to some frequently asked foundation questions.


Q: Does your foundation contain sunscreen?
A: Two of the main ingredients in our foundation are physical sun blocks, but we have not had our foundation evaluated by the FDA to be able to claim a specific SPF. In our experience, the foundation provides sufficient sun protection for incidental sun exposure, but we recommend sunscreen for outdoor activities or prolonged exposure.

Q: Do your products contain nanoparticles or nanospheres?
A: They do not, and you have our word that they never will.

Q: Are your foundations organic?
A: “Organic” is shorthand for "organically grown.” Because minerals are mined and not grown, they cannot be classified as “organic” or “organically grown.” Minerals are, in fact, considered inorganic, since they do not contain organic matter. In spite of being “inorganic,” the ingredients are as pure and natural as ingredients can be.

Q: I have dry skin, can I still wear your foundation?
A: Absolutely! Many of our happiest clients have dry skin. You will just want to take care to moisturize your skin well before you apply your foundation. If you are switching from a liquid foundation, you may need to consider a more intense moisturizer to make up for the lack of liquid.

Q: I love the idea of mineral foundation, but I’m just not sure I can get used to using a powder foundation.
A: Most people find that it is easier than they expected to give up liquids, but if you struggle with it, remember that you can combine some of your foundation with a lightweight moisturizer and use that as a tinted moisturizer. Then for extra coverage, you can apply more foundation over the top.

Q: Will mineral foundation call attention to my pores or lines?
A: It shouldn’t! We don’t use the ingredient Bismuth Oxychloride, which can emphasize uneven texture. But if you do find that your imperfections seem more noticeable, you will want to try applying less foundation at a time. Applying in several sheer layers will give you a softer, more airbrushed look as well as make your foundation wear better!

Q: My foundation looks generally great, but I still have some redness around my nose.  Do I need your concealer?
A: Maybe, but first try these two possible solutions. If redness is generally a concern for you, you may benefit from a bit of our Color Balancing Powder in Pistachio under your foundation. This will tone down redness so that you are applying your foundation to a more neutral “canvas.” Or you can try using a concealer brush (like our #3) , dipped in the foundation and applied to the areas where you need a little more coverage. The foundation can give excellent coverage applied this way, and most people find it works like a charm!

If we haven’t answered your question here, remember that you can send any questions about product use to makeupartist@alimapure.com. The makeup artists get a little busy around big sales like the foundation sale, but they will get back to you just as quickly as they can!

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Posted in Alima Makeup, Alima Pure, Ask the artist, Color Balancing Powder, Foundation Sale, General, mineral foundation, mineral makeup techniques, mineral makeup tips, minerals, nanoparticles, nanospheres, natural makeup, natural makeup tips, Pistachio, Satin Matte Foundation, Tips & Tricks

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