Introducing: The AP Brush Collection Sets

Introducing: The AP Brush Collection Sets

Meet our all-new AP Brush Collection, featuring four sets of luxurious custom brushes. They’re 100% cruelty free, made with sleek, sturdy handles, and duo-color taklon bristles. The AP Brushes are the expert tools you can use every single day to achieve buildable coverage and precise application. Below is the complete roster of what’s included in each set, plus our makeup artist’s ideas for using each brush in both the essential and unexpected ways.

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From the Chair: Selecting a Find Your Match Set

From the Chair: Selecting a Find Your Match Set

Maybe you've decided the best way to discover that naturally-gorgeous foundation shade for your skin is to order a Find Your Match Set. (And you would be right--that's totally the way to do it!) Our makeup artist has weighed in on the whole process to make it as seamless as your foundation coverage will soon be.

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LabChat: The Mineral Pigments Behind 45 Shades of Satin Matte Foundation

LabChat: The Mineral Pigments Behind 45 Shades of Satin Matte Foundation

Satin Matte Foundation is the star product for buildable, even foundation coverage that blends seamlessly with your skin. It's suitable for all skin types, and it's on sale until Sunday, 1/31/16! With 45 distinct shades of Satin Matte Foundation, finding a pure mineral makeup match for your skin has never been easier. Our collection includes a wide range of undertones and variety of shades of depth. No matter how warm, cool, light or deep your skin is, there’s a beautiful foundation match for your skin made from all-natural ingredients.

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Happy National Hugging Day!

Happy National Hugging Day!

It’s National Hugging Day! Just like your daily greens, fiber intake, and exercise regimen, hugging is so essential to our health and nourishment as people. Although I don't think anyone is hugging for the health benefits, one must admit that the side effects are pretty spectacular.

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From the Chair: A Fresh Face for All Seasons

From the Chair: A Fresh Face for All Seasons

With 45 shades of our award-winning Satin Matte Foundation, we’re pretty confident that we can find a perfect match for your skin tone. But let’s be real. Our skin tones change with the seasons, surely as the temperature outside does. To keep your makeup fresh whether you’re basking in your summer glow or trying to banish those winter blues, we’ve enlisted several items from our Face Collection in a comprehensive strategy.
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Win Your Wishlist Giveaway

Win Your Wishlist Giveaway

We’ll admit it. January can be a little difficult to get on board with. The holidays are over, but for many of us, the cold weather definitely isn’t. We’ve all made our lofty New Year’s resolutions to hit the gym more often, to declutter our lives à la Marie Kondo, or to take up that new hobby that we’ve been thinking about since NYR Season 2015. However you resolved to live a happier, healthier lifestyle, we hope you’re enjoying it as part of your new routine.

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December Countdown: Fabulous Final Picks for NYE

December Countdown: Fabulous Final Picks for NYE

If you’ve been following our Twitter feed throughout December, you know we’ve been sharing some of our favorite December items for special holiday occasions and everyday beauty basics. We reserved the last week in December for some of our favorite items that you can use to make a bold statement on New Year’s Eve.

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From the Alima Team

From the Alima Team

We are so grateful for your constancy, your commitment to green beauty, and your willingness to try new things with us. Your loyalty to Alima enables us to spend our days doing what we love, and to pay that love forward. In celebration of the holiday season and with gratitude for our amazing customers, we would like to share some Alima highlights from 2015.

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The Ultimate Smoky Eye Tutorial

The Ultimate Smoky Eye Tutorial

What pairs best with The Ultimate Smoky Eye Set? Foolproof instructions, naturally! Whether you select the Black or Brown set, you’ll find a Natural Definition Mascara, Natural Definition Eye Pencil, Eyelash Curler, Pencil Sharpener, and 2 eye colors--one lighter and one deeper.

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Holiday Giving Program: Spotlight on #Determined Women

Holiday Giving Program: Spotlight on #Determined Women

Global Fund for Women’s #Determined campaign spotlights what women around the world are doing to establish gender equality and to empower other women and girls. Through January 15th, we’re contributing $5 from each Holiday Set sold to Global Fund for Women. Below, we’ve introduced just a few of these women, and we encourage you to read about all of them and the work they’re doing.

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The Procrastinator’s Guide to Holiday Shopping

The Procrastinator’s Guide to Holiday Shopping

Feeling that seasonal time crunch to finish your holiday shopping? Enter the Ultimate Lipstick Set, the Ultimate Pencil Set, and the Ultimate Brush Set.

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Staff Picks: Winter Favorites

Staff Picks: Winter Favorites

One of our many job requirements (aka perks) of working at Alima is testing out all our products and shades, so we’ve decided to share some of our collective wisdom. Several lovely Alima staffers have divulged their winter go-to shades, staple items, and recommendations for looking naturally gorgeous. Sometimes we can’t help but play favorites!

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