Alima Pure was created to enhance women’s natural beauty without the risks that chemical additives pose. All products are formulated with only the purest components and the mission of “minimal ingredients for maximum impact.” Beyond the commitment to keeping their cosmetics safe and chemical-free, Alima Pure is eco-friendly, as a carbon neutral company, a member of 1% for the planet, and a certied B Corporation, and never tests their products on animals.



Founder Kate O’Brien believes that we all deserve safe beauty products that allow us to joyfully express our individuality. The idea for Alima Pure came to Kate after her mother became ill. Concerned about everyday exposure to chemicals, Kate wondered about what factors could be affecting her mother. Then when her daughter began experimenting with makeup, the light bulb turned on— could the toxins be penetrating the skin and putting her health in jeopardy?

The “clean” products on the market didn’t really satisfy in terms of color and texture, so Kate set about creating her own, mixing those initial batches by hand using rich vibrant minerals. Those homemade batches have now morphed into a worldwide company whose products remain completely free of parabens, talc, and nanoparticles.

Screen Shot 2016-03-01 at 2.32.30 PMNATURAL DEFINITION MASCARA

A high performance mascara that defines and enhances lashes naturally.

What it does: This mascara is richly pigmented and glides on beautifully. Provitamin B5, jojoba oil, and natural beeswax nourish and condition, leaving lashes healthy and lush. The rubber bristled wand defines and separates so lashes stay clump-free.

Our Review: While this mascara didn’t irritate our sensitive eyes, it took a few coats to get noticeable coverage. It is great for those with thick lashes, but may not be enough for those on the sparse side.




A fusion of highlighter and finishing powder.

What it does: Brightens the skin and creates natural luminosity. Use it all over for a dewy glow, or layer on cheeks and eyes for a subtly radiant look.

Our Review: We used it on both a bare face and over foundation, and felt it gave us a healthy glow, without too much shimmer or sparkle. Very natural looking.



A lush, highly-pigmented lipstick with a semi-matte nish.

What it does: Glides on smoothly for long-lasting, protective coverage. Filled with pure ingredients to hydrate, heal, and soothe the lips, and subtly scented with vanilla.

Our Review: This lipstick felt really smooth and moisturizing on our lips, although it did take a couple of applications to achieve a more intense shade.

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Richly pigmented loose mineral eyeshadows that glide on smoothly and blend with ease.

What it does:  The Luminous Shimmer and Pearluster shadows give a subtle shimmer and can be applied dry for a nice glow or damp for bolder color with a metallic effect. The Satin Matte shadow has buildable coverage that can be subdued or vivid.

Our Review: The loose powder was a little messy to apply, but we got better with practice. Luminous Shimmer in Chai gave a good shimmery pop to the lid and had a nice texture. Pearluster in Topaz gave us a subtle shimmer that wasn’t glittery at all. When applied with a damp brush, it gave more of a wow factor. We love that the delicate shades of Satin Matte (Fawn and Bramble) stayed put for a full day’s wear without irritating those of us with sensitive eyes.



A natural, richly tinted balm that’s good for your lips.

What it does: This balm is packed with natural pigments and moisturizing ingredients that nourish, soothe, and protect your lips while providing color. Lightly scented with peppermint oil.

Our Review: The Rosewood shade gave us just a hint of color and shine and was quite moisturizing—great for everyday wear.