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Organic Beauty
Credit: Getty Images

Clean beauty is the new frontier in the beauty community and, in our opinion, it is a movement long overdue. In theory, we love clean beauty. What's not to love about products made without toxic and harmful ingredients?

Like we said, in theory it sounds great, but in practice, many clean beauty brands leave something to be desired. Every day, a new brand pops up featuring a minimalist design and models wearing slight swipes of product across their already perfect skin.

Don't get me wrong, I love a minimalist makeup moment as much as the next girl, but that look isn't going to cover acne, scars, redness, irritation, etc. I know my Laura Mercier Flawless Fusion Ultra-Longwear Foundation ($48, and a spritz of my Urban Decay All Nighter Long Lasting Makeup Setting Spray ($20, will always have my back. Bottom line: If it doesn't work, I am not going to use it.

When I heard of W3ll People, a clean beauty brand claiming to be long lasting, I was skeptical–so I did what any beauty editor would do and put it to the test.

How would this beauty brand preform throughout the day in comparison to my typical long-wear formulas? Only time would tell.

I began the day applying the W3ll People Bio Tint Multi Action Moisturizer ($29, Immediately, I was surprised. The formula was much thicker than I anticipated, and it provided much fuller coverage than I usually expect with clean beauty. See below for the results.

W3ll People Foundation Selfie
Credit: @annekeknot

The brand didn't stop there. Each product I used, from the W3ll People Bio Base Baked Foundation ($27; to the W3ll People Expressionist Pro Mascara ($21;, impressed me with the feel of it. This was no sheer makeup brand. I added a little concealer–the W3ll People Bio Correct Multi-Action Concealer ($28,–and the W3ll People Bio Baked Bronzer Powder ($25,

Regardless of my initial impressions, the real test of this makeup would be how it held up during the day. Could a face full of only natural ingredients make it through a New York summer day?

Full Look W3ll People
Credit: @annekeknot

I took the photo above at 9 a.m. after I applied each product to my face, and throughout the day, I monitored how well my face held up.

At about 1 p.m., I had to reapply the W3ll People Optimistic Lipstick in Choose Love ($17, after eating my lunch. However, by the end of the day, my look had largely stayed put.

End Of Day Selfie
Credit: @annekeknot

All in all, I was impressed with how well my makeup lasted all the way to the end of the day. The lipstick had faded a bit, but my foundation, concealer, and mascara all remained in tact. The coverage was much fuller than I expected, and the formula preformed just as well as my typical long-wear makeup. Plus, it's made from ingredients that are safe for my skin.

Bottom line: sold.