My prediction is that makeup that’s “good for you” will become the Next Big Thing. Beauty companies are getting pretty good at serious skincare – there’s more and more new stuff that is effective and doesn’t do too much evil. Makeup though remains the last frontier with the vast majority of products being overpriced and packed to the gunnels with undesirable chemicals, with (at best) a token vitamin or dash of argan oil. Notable exceptions are 100% Pure with its pigments made from fruit powder, RMS, NVEY Eco, and Korres, Dr Hauschka and Revolution Organics. And now I have discovered that Juice Beauty has been quietly extending its organic skincare line to makeup. For the past few weeks I have been trying out the foundation.

Foundations are the ultimate litmus test for a natural beauty company. When you think about what we demand from them – basically a second, even better, skin – you can appreciate how hard that must be without resorting to lots of synthetic materials. (Mascara is another toughie, as JustD discovered when she conducted her marathon four-brand test to find the ultimate lash booster). Anyway, I think that Juice Beauty has done a great job with its Perfecting Foundation as it meets my three criteria: performance, no nasties, it might even do the skin some good.

A lot of natural makeup falls down on performance – unsubtle shades, uneven coverage, no staying power. This is the first hurdle and so if they fall here I never really get to my second and third criteria. After all, it doesn’t matter how organic a foundation is if you can’t attain an even blend or prevent it from disappearing by lunchtime. Juice Beauty’s Perfecting Foundation comes in an airless pump that, so far at least (about a month) has kept it from drying out. The pump gives good control over the quantity dispensed and each squirt is dense yet covers easily and is lightweight on application.  Coverage lasts all day and well into the evening.

What I really like about Perfecting Foundation is that it passes the second and third criteria with flying colors.  I actually feel as if I am doing my skin a few favors when I put this on. There are no less than eight fruit oils that are packed with antioxidants. One of them, pomegranate, has been studied for its effectiveness against skin cancer and raspberry seed oil is supposed to be a natural sunscreen.

My only quibble is that the three shades offered by Juice Beauty are a little basic. I tried the Ivory, which is a very pale pink – a little too pale now that I have my summer complexion, but perfect for light skins. The other shades are Sand (possibly a potentially better match for my skin tone) and Tan.

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Ingredients: Aloe Vera (Aloe Barbadensis) Leaf Juice (*), Glycerin, Lecithin (*), Ricinus Communis (Castor Seed) Oil (*), Sesamum Indicum (Sesame) Seed Oil (*), Simmondsia Chinensis (Jojoba) Seed Oil (*), Cera Alba (Beeswax) (*), Vitis Vinifera (Grape Seed) Oil (*), Blueberry (Vaccinium Corymbosum) Seed Oil (Vaccinium Corymbosum)(*), Punica Granatum (Pomegranate) Seed Oil (*), Rubus Idaeus (Raspberry) Seed Oil (*), Actinidia Chinensis (Kiwi) Fruit Seed Oil (Kiwi)(*), Vaccinium Macrocarpon (Cranberry) Seed Oil (*), Fragaria Ananassa (Strawberry) Seed Oil (*), Euterpe Oleracea (Acai Fruit) (Acai)(*), Lycium Chinense (Goji) Berry (Goji)(*), Glyceryl Stearate, Stearic Acid, Euphorbia Cerifera (Candelilla Cera) Wax, Cetyl Alcohol, Xanthan Gum, vitamin E, rosemary & sweet orange oil, phenethyl alcohol, caprylyl glycol May contain titanium dioxide, iron oxides, mica

* certified organic by USDA approved agency