Organic Beauty Week 2014: Alima Pure

Alima Pure By Night

Earlier this week I was introduced to Alima Pure – a mineral make up range from America.  This brand is interesting to me as it boasts sixty shades of foundation.  This is not really an organic brand as it consists of inorganic minerals but for me it is definitely fits into the ‘natural and organic’ realm of beauty. Many of the brands that bring natural cosmetics to the market do not cater for the palest or deepest skintones.  Alima Pure have ten shades of foundation across six undertones  (cool, neutral, beige warm, golden and olive) means that the chances of you find a colour to match your skintone, regardless of ethnicity are greatly increased. Pretty amazing huh?  Alima Pure make their products with only seven minerals, they are hypoallergenic and do not contain Bismouth Oxychloride which many people find irritating especially on the eyes.

Alima Pure By Night

I got to spend an hour watching make up artist Lou Dartford talking through the latest collection which is called By Night.  It is a limited collection of five eyeshadows with some beautiful shades.

Alima Pure By Night

Alima Pure By Night

I have been playing with three of them and a couple of Alima Pure brushes too.  Breathless looks like a champagne colour in the pot but on the skin is yellow gold – a really pretty shade and more vibrant than it appears.

Alima Pure Eyeshadows

Labyrinth  – a gorgeous deep teal – perfect for autumn winter and a great alternative to a black smoky eye.  After Dark – my favourite of the bunch.  It is black with silver particles in it.  It makes an amazing eyeliner.

Alima Pure (16)-001

The brushes are very soft. Very.  The large eyeshadow brush is perfect for packing on colour.  This is also the brush to dampen if you want to apply the minerals wet for a metallic look.  The pointed crease brush is really useful if you are using more than one colour on the lid.  Apply deeper shades to the outer V and socket with this brush for intensity packed into a small area.

Alima Pure By Night Swatches
Alima Pure Swatches Wet and Dry. From top to bottom, Breathless, Labyrinth and After Hours

There are lots of mineral make up brands on the market, not all of them have pharmaceutical grade minerals as Alima Pure do, nor do they have the accreditations (Leaping Bunny, B Corporation, 1% For The Planet, Carbon Fund and BDIH).  If you are looking for a mineral brand that demonstrably considers it’s impact on the environment – Alima Pure is one to investigate.

Alima Pure ship internationally so do check out the website.  If you are in London, you can find them in Nature and Co.


PR Sample

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