Major makeup brands are jumping on the cruelty-free makeup bandwagon, with Estee Lauder, MAC, and L’Oreal launching cruelty-free vegan makeup brands in recent years. As sustainability becomes more important to the business world, some companies are working hard to create a greener, cleaner makeup industry. One of the newest on the block is Aether Beauty.
Aether Beauty is just one of the new cruelty-free makeup brands for 2019. It was started in 2018 by a woman with years of experience in fashion and makeup, including Sephora. Not only is the makeup clean, natural, and cruelty-free, but Aether is also dedicated to creating an ethically sustainable company, in their packaging, and their products. They even give a portion of your purchase total to environmental charities, to make sure they stick with a mandate of leaving the world better than they found it.
Aether Beauty stays away from animal products, from honey, lanolin, gelatin, collagen, and more. Instead, they use naturally-derived organic, fair-trade ingredients to create synthetics that are healthy on your skin, and use no animal by-products. This includes rosehip, shea butter, and Canina seed oil.
Aether has a variety of eyeshadow palettes available. Rose quartz is a 12 shade eyeshadow palette with a mix of natural, pinks, and some darker, bolder shades. It’s great for a single palette, with a mixture of matte tones and metallics, so you can play around and get the depth of color you want. In spite of the rose quartz name, it doesn’t overemphasize pink shades. There are pinks, corals, reds, and even a plum shade, Aphrodite, and neutrals in matte and metallic shades.
70% of the ingredients are naturally derived, and the package is almost fully recyclable, once you’ve removed the elastic and the eyeshadow pans.