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Naturally Beautiful

July 15, 2011

By Brianne Harrison Moore

Alima Pure is a beauty company I can get behind: eco-conscious, playful, socially responsible, and boasting a wide array of fantastic products to suit every skin type and makeup need. A couple of years ago, I became particularly enamored of their Silver Screen collection, which included several mineral eyeshadows named after stars from the Golden Age of Hollywood, like Lana Turner (a lovely, pearly pale pink) and Ava Gardner (a sultry, shimmering silver that’s perfect for creating a smoky eye). I’m still using those eyeshadows today, and I’ll be sorry when they run out.

This season’s collection is inspired by A Midsummer Night’s Dream (how appropriate for this time of year!). It features four eyeshadows: Helena, a pearly medium pink; Hermia, a bright lilac; Titania, a lush gold; and Oberon, a bronze shimmer. As with Alima’s other collections, this is available for a limited time for $30, with $2 from every purchase going to the Global Fund for Women. As an extra bonus, Alima includes three free samples with every order, so you get to try out even more new shades!

If you’re not looking to focus on your eyes just now, Alima has plenty of products for the rest of your face, including foundation, concealer, finishing powder, shimmer powder, blush, bronzer, and nourishing organic lip balm in eight colors. They also offer a full line of makeup brushes made from hypoallergenic Taklon fiber.

As a company, Alima is dedicated to creating mineral makeup free of the chemicals and additives often found in other beauty products. Their makeup is never tested on animals, and, in fact, the company is a member of PETA, as well as The Coalition for Consumer Information on Cosmetics. The company offsets 100% of its corporate carbon emissions through, and as a member of 1% for the Planet they donate at least 1% of their annual revenue to environmental organizations dedicated to protecting the planet.

Sounds good? It sure did to me. Look great, and feel good doing it—a win-win!

To purchase Alima products, visit

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