is a relatively new brand, only coming into existence back in 2004 at the hands of Kate O’Brien. As a makeup artist and a worried mother, she decided to create a safe makeup line of 100% pure mineral pigment makeup so that her daughter could wear it too. The result was Alima Pure and today it claims to be the fastest-growing brand of pure mineral makeup and is being used in over 45 different countries.
Alima Pure can replace much of what you already have in your makeup bag. Products include lip balm, eyeliner, eyeshadow, bronzer, blush, foundation, concealer, and powder. Prices aren’t too bad at $22 for concealer and the brand also offers samples for some of their products at low prices so you can try mineral makeup out with little worry of overspending. But the best thing about Alima Pure is that it received a 1-2 rating from the Environmental Working Groups Skin Deep
which is unusual for a makeup brand. All Alima Pure products have BDIH natural cosmetics certification, which is a coveted German certification for natural cosmetics. Alima Pure simply doesn’t use American standards when certifying their products. The European Union has banned 1000s of chemicals while the US is still trying to catch up so it has much safer guidelines. It’s a good thing to follow BDIH standards in this day and age.
This is mineral makeup which means that there aren’t a ton of offerings when it comes to color or products. People may miss things like mascara and lipstick. Also, since many stores don’t carry it yet, using a computer screen to find your color may be a bit harder than trying it out in person. The low price of samples may off set this as you can try a bunch of shades for a low price. Sarah managed to try
the Alima Pure concealer but found that it became powdery and faded before the end of the day.
Alima Pure can be considered a safe makeup brand. Their safety standards probably outweigh their lack of options but if you want makeup basics, they could be the brand to go to. Prices aren’t set too high and since makeup is used in moderation, it may be a good purchase to look into. We are especially proud of them using BDIH standards, its something more brands should follow.