Mineral makeup simplifies makeup down to the most important ingredient - incredibly beautiful and varied pigments from nature.

While most premium makeup uses minerals for color (cheap makeup uses dye), not all makeup is as simple, gentle and light as pure mineral makeup.

Typical department store makeup contains mostly "carrying agents", preservatives, fillers and some mineral pigmentation. This provides a thick makeup with a set amount of color in each drop. Not only are there many concerns about the safety and sustainability of the ingredients in some of these products, but they tend to feel heavy and don't offer much control over the amount of coverage and color you want to apply.

Pure mineral makeup contains nothing but the finest minerals, specially processed to be light, silky and stay on your skin. Some minerals provide the color, others provide the opacity and - in shimmery products - the sparkle. Some minerals naturally protect skin from the sun and environment and happily, these are minerals common to almost every product we make.

And if you are looking for mineral makeup without bismuth oxychloride you have come to the right place. All of our products are completely bismuth free.

Because there is absolutely nothing in a jar of Alima Pure Mineral Makeup except a handful of specially processed minerals, you have great control over how much coverage and color you get. A "normal" amount of foundation offers great coverage and evens up your skin tone but feels wonderfully light. You control whether your eyeshadow is barely there or a real pop of color.

Mineral makeup can be easily made into a liquid, if you are nervous about applying foundation with a brush, just add a very small amount of the makeup to a small amount of a beneficial non-oily face cream and apply with your fingers or a makeup sponge. When you "DIY" like this you can control the amount of color-per-drop.

Most of our customers come to love putting their makeup on with our fantastically luxurious brushes. With a little trial and error, you may find you are much better at makeup than you thought - it was your heavy "gloop" holding you back!

We may be biased, but we think pure mineral makeup is prettier, better and more fun! We sincerely hope you find out for yourself, please let us know how we can help.