We are a cruelty-free company.

At Alima Pure, we never test our products on animals, and neither do our suppliers. The truth is, there's no need, because we use pure cosmetic-grade mineral pigments that are safe and gentle. It's that simple. And you have our word on it, as well as certifications from PETA (People for the Ethical Treatment of Animals) and Leaping Bunny (The Coalition for Consumer Information on Cosmetics).

Even our brushes are kind and gentle.

They're made with 100% Taklon fiber, which is hypoallergenic. If you're an allergy sufferer, our brushes may just be the ones for you. They're gentle on your skin, and with proper care they'll last a long time.