That is the question. And the answer is not as simple as it may seem at first blush.
Ads from Lancome and Maybelline featuring Julia Roberts and Christy Turlington were recently banned in the UK for extensive Photoshopping. This is a timely discussion for Alima Pure, as we have recently begun to use images of women on our blog and are gearing up to do more with photos of faces. We have struggled a bit with the question of image manipulation.
We always knew we did not want the highly Photoshopped images you find in glossy magazine ads. We understand the role those kinds of images play in the beauty industry and we would like to play a very different role.
We choose to use real women rather than professional models because in our experience, women want to know how makeup might look on them. But whether we use professional or non-professional models, it often happens that the model will have a blemish that cropped up overnight, or a bra-strap will suddenly peek providing a distraction in an otherwise beautiful shot. In our blog, we have used our co-workers, as well as some friends and family members. We want them to feel comfortable sitting down to be photographed, knowing that we won't publish a photo of them with a brand new pimple or spinach in their teeth.
But there are things we won't change with Photoshop. One is the overall texture of a woman's skin. As one of our Facebook fans said, she likes pores! We like pores as well. And we like freckles, and even smile lines. We like the lopsided grins and the imperfect lashes that make every woman unique and interesting. We especially like the stories that each woman has, the seeming contradictions in her personality that make her a wonderful friend, business leader, mother or sister. In the future, we hope to talk more about those things, but that's a blog post for a different day.
For now, you have our word that while we will use photoshop to change small things, we will not use it to change the way our makeup looks on our models. We won't be removing lines, freckles or pores; we won't be changing the colors; and we absolutely will never change the shape of a model's face, body or features. We believe women are naturally gorgeous, and so that's how we will present them. Natural AND gorgeous.
Capture the excitement of the backstage area of a runway show with Alima Pure's new Fall Runway Collection. In six easy steps, you can create a photo-perfect look!
Apply Backstage Satin Matte Eyeshadow from lashes to brow. This soft, pale pink is like silk lingerie for your lids.
Sweep Front Row Luminous Shimmer Eyeshadow on your lids, from lashes to crease. Smudge a little under the lower lashes for added drama and sparkle. This shimmering, pale gold is the perfect accessory to any look.
Brush Press Pass Luminous Shimmer Eyeshadow into the crease and concentrate at the outer corner of the eye. This deep taupe is as versatile as your best cashmere sweater.
With a damp brush, line your upper lash line with Catwalk Luminous Shimmer Eyeliner. Just as you slip on your serious footwear to complete your outfit, Catwalk finishes your eye look with flair.
Swirl Soft Plum Satin Matte Blush onto the apples of the cheeks, blending up along the cheekbones and back towards the hairline.
Apply Holly Berry Organic Nourishing Lip Balm for a soft red pout that is never over the top.
The Fall Runway Collection of four full-sized eyeshadows is available for $30 for a limited time only from www.alimapure.com. $2 from each sale is donated to The Global Fund for Women. Azalea Satin Matte Blush and Holly Berry Organic Nourishing Lip Balm are sold separately.
Here is Ellen, wearing the Fall Runway Collection, Soft Plum and Holly Berry!
Amira has worked at Alima Pure since she was in high school, when she came after class to make samples. Now she's full-time and one of the people who you can ask just about any Alima question, and she'll know the answer!
On her lids, we used her (current) favorite shadows, Luminous Shimmer Shadows in Mink as a base, from lashes to brows, Black Orchid on the lid and Ombra as a liner. We added a touch of Raven to her brows.
Several years ago, we did a special gift of a limited edition lip color, Sweet Pea. Amira loved it so much, she made a case for us to make the shade permanent when we launched our new Organic Nourshing Lip Balms. So naturally, she's wearing Sweet Pea in the photo!
We get a lot of email asking about our Balancing Primer Powder. The key word in the name Balancing Primer Powder is "Balancing." It was created to help bring balance to oily skin.
Featuring the ingredient Kaolin, Balancing Primer Powder gently absorbs excess oil before it can break through and disturb the finish of your foundation. It should be worn under foundation in areas where excess oil is problematic. Depending on how oily the skin is, Balancing Primer Powder can keep shine at bay for a few hours, or all day long. For extra oil-control finish your makeup with a dusting of Satin Finishing Powder.
As is often the case, our customers say it best. Terrie D., an Alima Pure customer, told us, "I use the Light Balancing Primer Powder daily and I love it! Before I used this, my face would start getting oily a few hours after getting to work. Now I can go all day long without my face feeling greasy or oily. It's wonderful!"
Balancing Primer Powder is available in three shades. Light is appropriate for foundations from "0" to "2" levels, and Olive 0. Medium works best for foundations between levels of "3" and "5," and Olive 1, 1.5, 2 and 3. Deep is a good choice for anything level "6" and darker, or Olive 4 and darker. Remember that Balancing Primer Powder is worn under your foundation, so if you get a shade that is a little darker or lighter than optimal, it won't matter once your foundation goes on.
Do you think loose mineral foundation is messy? A lot of people think so, but if you take advantage of a few tips and tools, it needn't be any messier than a pressed product!
The key to keeping mess down is to work product into the bristles of your brush before you bring your brush to your face. With products like blush and eyeshadows, this can easily be accomplished by keeping the product in the jar, picking some up from the sifter-top and then using the lid to tap or swirl the brush in the lid to get the product from the tips of the brush to the bristles. When it is worked up into the bristles, product doesn't fall off the brush, either onto your face or your counter-top.
But sometimes the jar lid isn't roomy enough to swirl or otherwise work product into the brush and in those cases, a small bowl can come in very handy.
Pictured clockwise above, from upper left are: a hand-made bowl (by a special beginning ceramics student) and three sauce dishes from import stores, including one made of bamboo.
To use a bowl, tap a bit of foundation directly into the dish and then pick up that small amount with your brush and tap or swirl the brush in the bowl to work that product into the bristles. Once it is all worked into the brush, bring the brush up to your face. If more foundation is needed, tap a bit more directly into the bowl. The larger area and higher sides of the bowl will help keep your countertops clean.
The two smaller "bowls" in the picture above are chopstick holders. These are perfect for mixing eyeliner or eyeshadow with water! Use a small spatula or even your liner brush to scoop some of the shadow or liner into the bowl, then drip a few drops of water into the "bowl." Mix them together, adding more shadow or water as needed to get your desired consistency. Be sure to discard any product that remains after using your products wet.
If you've been bothered by messiness with your loose minerals, try a little bowl, we think you'll be pleased with the results!
If you are used to using an eyeliner pencil, the thought of using a powder eyeliner can be a little intimidating at first. But put your fears aside and dive in...you won't regret it! One advantage to powder eyeliner is it's versatility. Using it wet or dry gives a completely different look, but it can also be used as shadow or even brow color (depending on the color of your brows, of course).
If you are completely new to powder eyeliner, it might be best to start out with a Luminous Shimmer Eyeliner. The particles are just a tiny bit larger, which makes them easier to use. Once you have mastered the techniques, the Satin Matte Eyeliners will be a breeze.
To apply, you are obviously going to need a brush. Alima Pure has two eyeliner brushes, the #31 Fine Liner and the #33 Angle Liner. To determine which brush will work better for you, think about how you apply. Do you start at one corner of the eye and draw on your liner in a fairly fluid motion (as you would with a liquid or gel liner), then you probably want the #33 Angle Liner brush. If you sketch on your liner, more like you would with a pencil liner, then you might like the #31 Fine Liner brush better.
When you apply powder liner dry, the look is very soft and subtle. To make sure that the liner goes where you want it and doesn't sprinkle down your cheek, work the powder into the brush before you apply the brush to your eye. When using the liner dry, your brush will probably need to make several trips from your jar to your eye. To intensify this look a bit, but without going for a dramatic liquid-liner type of look, spritz your brush with a bit of water after you have worked the powder into the bristles.
For the most dramatic look, you will want to mix your liner with water. Tap a bit of the liner into a small bowl or even just the lid of your jar. Then add drops of water to the liner and mix, adding more water or liner if necessary to get your desired consistency. Then draw the liner on as you would any liquid-type liner.
When applying eyeliner, remember that putting a dark line all the way around the eye will create an optical illusion that will make your eye look smaller. To make eyes look larger, stick to the upper lid only for your dark color. If you really want to line the lower lash-line, try either using a lighter color or just applying to the outer 1/3 of the lashes.
The real purpose of eyeliner is to make your lashes look longer and thicker, but eyeliner can also be a fun way to introduce a bit of a bright color. If you want that "no, I'm not wearing liner, my lashes are just this lush" look, stick with black or another dark, natural color, and rather than lining above the lashes, work the liner right into the lashes, so that the color is actually between the lashes. If you want to introduce a fun, bright color, this technique is also good. For instance, our Luminous Shimmer Eyeshadow in Aubergine makes a beautiful liner with gold shadows, but it doesn't do much for the thickness of the lashes, so after applying Aubergine, go back and work some Satin Matte Eyeliner in Black into your lashes...you'll have the best of both worlds!
Sara is more than just one of the longest-term Alima Pure employees, you could really call her the Alima Pure muse! Back when Sara was approaching the age when her mom had promised she could begin wearing makeup, mom began to have some concerns about what Sara would be putting on her young, beautiful skin. That's what prompted Kate O'Brien to create Alima Pure!
When we needed a photo for a blog post we did on Alicia Silverstone's blog, The Kind Life, we recruited Sara to model for us. We asked her to pick out her five favorite products to take for the photo shoot, and the results can be seen above. Sara is wearing Satin Matte Foundation in Warm 1, Satin Matte Blush in Pink, Pearluster Eyeshadow in Silk, Luminous Shimmer Eyeshadow in Tigereye and our Organic Nourishing Lipbalm in Rhubarb. The result is soft, gorgeous and so easy to apply!