Eco-Living Magazine

Make-up That’s Naturally Beautiful: Better Know Alima Pure

By Blab

Make-up That’s Naturally Beautiful: Better Know Alima Pure

Alima is the sum of its parts,” states owner and founder Kate O’Brien. This appreciation of the individual carries through everything the B Corp does. Each employee is essential to make Alima great. Each customer is valued for making the company possible and shaping the future.

It all began in 2004 with O’Brien’s concern over the lack of natural cosmetic options for her daughter. She wanted a selection as “gorgeous and varied as in a department store”, but without the fillers and preservatives that are harmful to people and the planet. Her answer: mineral make-up.

Mineral make-up is like traditional cosmetics, minus the fillers, lubricants, preservatives and other ingredients some companies add to extend and preserve their products. These fillers are often harmful, to both people and the environment. By relying on naturally preserved ground up minerals, Alima achieves the same effects of opacity, shimmer, and color without the additives. As O’Brien explains, “ultra-pure mineral make-up allows pigments to stand on their own.” It’s not easy to find the right formula but the result is stunning. Skin can breathe, making mineral make-up hypoallergenic and a good option for those with sensitive skin. With 60 shades of foundation, the product is inclusive of all ethnicities.

Make-up That’s Naturally Beautiful: Better Know Alima Pure

Kate O'Brien owner and founder of Alima Pure

Between product and practices, B Corporation certification was a natural fit for Alima. In line with their environmental mission, mineral makeup is healthier for people and the planet. Additionally, Alima is committed to recycling, decreasing waste and utilizing wind energy. Even the packaging is made from FSC certified recycled content.

On the social side of their mission, Alima shines not only through customer care, but in the treatment of their workforce. O’Brien appreciates her “wonderful and creative staff”, who each “bring their own sensibilities.” While talking about Alima’s future growth, O’Brien is most excited about offering extra benefits and perks as only a larger company can.

Since their 2009 certification, Alima has consistently grown. This requires frequent re-evaluation and the company looks to the B Impact Assessment and other B Corporations for guidance. Alima is proud to be a part of the local Portland business network and share ideas of innovation and support. They strive to act as a leader in sustainable business. Working with the B Corp community, Alima will serve as an example of cosmetics done right.

Better Know Alima and learn more.

Learn more about Safe Cosmetic Legislation


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