The category has evolved well beyond the heavy, chalky formulas many people still associate with “clean beauty”. Today, some of the most considered make up sits somewhere between colour and skincare, using plant oils, mineral pigments, antioxidants and skin supportive ingredients to create formulas that enhance the complexion rather than simply cover it.

Aleph Beauty is a beautiful example of this new generation. Their highly concentrated formulas are made without microplastics, PFAS, synthetic fragrance or ingredients they consider unnecessary, while still delivering the finish, pigment and versatility we expect from luxury makeup.

From a naturopathic perspective, we particularly like the idea of reducing the overall chemical load of products used every day. Makeup is applied around the eyes, across the face and directly onto the lips, so choosing formulas with greater ingredient transparency makes sense to us.

There are also some genuinely clever botanical ingredients appearing in modern natural makeup. Aleph uses ingredients such as jojoba oil, cocoa butter, CoQ10 and New Zealand totarol, bringing nourishing and antioxidant benefits into products traditionally designed only for colour.

And perhaps one of the biggest shifts is simply needing less. Concentrated, multi use formulas mean one product can often replace several others. Better ingredients, less waste and a much more streamlined beauty bag.

Natural makeup is no longer the compromise.

It is becoming the more intelligent way to wear makeup.