Equal parts efficacious and earth-friendly, these natural brands deliver beauty benefits (smooth skin, shiny hair, and luscious lashes) using ingredients you can actually pronounce (and don’t have to stress over).
The clean packaging (clear glass bottles with black and white lettering) combined with the bright ingredients inside are what draw you in, but it’s the pure, potent formulas that keep you coming back. The products are easy to navigate based on your skin type (oily, normal, or dry) and can be bought together or mixed and matched to customize your own set. All ingredients are plant-based, organic, and food-grade, and are each included for a specific therapeutic reason—there’s no fluff. Make your next bath extra indulgent with their Calm Dead Sea Bath Salts ($18, herbivorebotanicals.com). It contains moisturizing ylang ylang essential oil, relaxing vanilla oil, and nutrient rich salt from the Dead Sea so you can literally wash the day away.
Goop by Juice Beauty
If Gwyneth Paltrow’s glow is any indicator of how well her new skincare line works, then we’re sold. The curated collection contains the essentials (cleanser, mask, oil, moisturizer, night cream, and eye cream) and leaves out the additives (parabens, pesticides, phthalates, artificial dyes, or fragrances), so you can feel good about slathering it on. A favorite, the Luminous Melting Cleanser ($90, goop.com), combines almond, olive, and coconuts oil with shea and cocoa seed butter for an ultra creamy texture that removes a full face of makeup without leaving skin feeling dry.
Good makeup can be hard to find, but good makeup that’s also made without harsh ingredients? Nearly impossible. That’s where W3ll People comes in. This Austin, Texas-based makeup line was founded by a professional makeup artist, natural-loving entrepreneur, and dermatologist, and prides itself on effective products that won’t compromise your health. The line is free of parabens, dyes, chemicals, and fragrances, and uses a botanical complex of organic aloe, chamomile, and green tea to sooth and hydrate skin. The Expressionist Mascara Pro Black ($24, w3llpeople.com) is a hero among people with sensitive eyes, thanks to its non-irritating mineral pigments and fluffy wand that delivers major volume.
Made up of just serums and elixirs, Kypris is a beauty editor favorite for clearing finicky skin. The organic formulas are made of wild-crafted, sustainably grown botanicals and are housed in glass bottles inscribed with whimsical drawings that look like you could’ve picked it up from an old-school apothecary. Their Moonlight Catalyst ($72, kyprisbeauty.com) serum is great for mature skin and works like a retinoid, using a comparable herbal alternative to refine and refresh tired skin without irritation.
Amazonian women have long been using rahua oil as a beauty ritual to maintain their thick, shiny hair. But it wasn’t until New York stylist and colorist Fabian Lliguin created a line of hair products around the oil that the U.S. was introduced to it. Rahua is made up of shampoos, conditioners, styling products, and treatments, and are each vegan, organic, sulfate-and paraben-free. The Finishing Treatment ($45, rahua.com), which is infused with rahua, green tea leaf extract, quinoa, and raspberry leaf, goes on after washing to help, repair, moisturize, and protect damage hair.
If department store fragrance counters send you running, then this line is for you. Lurk’s scents are made with organic, sustainable essential oils combined with non-GMO vitamin E and blended in a base of organic jojoba oil so they’re never overpowering or drying on your skin. The beachy vibe of their BS003 Perfume Oil ($55, lurkmade.com) is uplifting and easy-going with notes of dry wood, crisp citrus, and sweet bergamot.