Beauty Exploring the World of Natural Makeup

Exploring the World of Natural Makeup

One of the first conversations I had with my endocrinologist was about nail polish. At first, it seemed like an honest attempt to bond, but I slowly realized that not only was I in the hands of a skilled endocrinologist, but also someone who is naturally curious about the world we live in. We talked about the differences between 3-free and 5-free nail polish formulas and it’s important to pay attention to these distinctions.

Chemicals are hormone disruptors, she explained, and since my health issues are directly tied to hormone imbalances, taking a closer look into what my beauty products are made of wouldn’t be a bad idea. I’ve always thought of “natural” beauty as products that come packaged in eco-friendly cardboard, weren’t as effective, and smelled “herbal”. While that is still true in many ways, there are brands proving that natural can also be effective, and alluring packaging isn’t just for luxury brands.

Natural Makeup

“Natural” can mean a variety of different things in beauty, just like in the food industry. Admittedly I’m not as knowledgeable in the space as I would like to be, but we all must start somewhere. I’ve been tuning in instead of tuning out when I hear about new & interesting brands with a more natural focus. The more I learn, the more frustrated I become with how easily companies are able to redirect the truth on everything from ingredients to product claims.

When Kosås first approached me, I was blown away by the elevated photography on their website. I immediately got the impression that not only did they understand what is currently happening in beauty, but also in fashion as well. They sent all four of their lipstick shades over and the elevated feel of the website extends into the packaging. The boxes have a soft touch feel and while the lipstick itself isn’t magnetized, the packaging is a sturdy plastic version of the NARS Audacious Lipstick. The Kosås formula is lovely and free from parabens, mineral oil, and fragrance. The finish is creamy, yet not slick, and semi-opaque, allowing for a softer effect or full on color. My two favorite shades are Undone & Rosewater, both pinks, but Fringe & Darkroom are equally as beautiful. It’s easy to tell that the colors were crafted to complement a range of skin tones. I love a well-edited brand with a strong point of view!

Another brand that I’m having a lot of fun getting acquainted with is 100% Pure. I missed a big introductory event earlier in the year due to my health issues, but they were kind enough to send over a large assortment of fruit pigmented makeup, which I find fascinating! They have innovations like blueberry tinted mascara alongside beautifully packaged lipsticks and pigmented glosses. Admittedly, it’s been pretty hard to resist blueberry or chocolate tinted mascara. Plus, everything smells fruity and fantastic.

Lip balm is one of the first products I remember claiming to be all natural. It may seem like a simple formulation, but not all lip products are created equal. Ellovi sent over their Lip Butter Collection with four lip balms crafted from six pure ingredients in California. The formula is smooth & emollient, but not overly slick (which I appreciate). The scents are delightful and the tinted version adds the very slightest hint of color. They also make a body butter with sunscreen, which I truly wish more brands would do. The packaging is super cute and I’m so happy a company like this exists!

So many brands are claiming to be natural or use “natural ingredients” these days that it can be overwhelming. I’d love to learn about any brands you love, so please leave suggestions in the comments below!

For more lipstick reviews, please visit the Rascal Honey Lipstick Buying Guide.

Sarah Conley
Sarah Conley is a veteran content creator and marketing consultant from Fayetteville, Arkansas. After publishing her first blog, Style It, for over 10 years, she launched Rascal Honey in early 2018 to offer a fresh perspective on style. Her writing has appeared on CNN, Time, Teen Vogue, The Huffington Post, Glamour, and Lucky. She's also appeared in tv interviews on CNBC, Fox News, Great Day Washington, The Huffington Post Live, and People Now. She's worked as a social media consultant for the past nine years, helping fashion & beauty brands like MAC Cosmetics, NARS, Prescriptives, Origins, David Yurman, ELOQUII, ellos, Nine West, Clé de Peau Beauté, Diane von Furstenberg, and many more create meaningful communities online. When she's not writing about style or shopping for makeup at Sephora, she's cheering on the Arkansas Razorbacks and perfecting her guacamole recipe.


  1. Great post Sarah,

    I had never heard of Kosas before – I’m definitely going to check them out! I completely agree that “natural” is misused by a lot of brands to mislead the consumer. You’ve got to look at the ingredients to really find out if it’s a natural lipstick brand or not!

    I had a quick look at 100% Pure’s lipstick ingredients. I’m impressed that they don’t use irritants like ricinoleic acid or animal products like carmine. Definitely gets my seal of approval!

    Just in case your readers are not aware of the lipstick ingredients they might want to avoid, we recently published a piece on this topic:

    Thanks again for recommending Kosas – can’t wait to check them out,


  2. I’m a big fan of Pacifica’s mascaras. And I’m not sure if Bite Beauty is considered a “natural” brand but I really love their stuff (including their lip BB that they seem to have discontinued). I’ve had less success in natural or organic skincare products, but UltraLuxe’s Omega-3 Repair Complex in Sensitive is something I use every day. Normally, my skin has “no chill” but this formula is naturally-derived, smells amazing, moisturizes and almost completely removes any redness.

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