From BB creams to 2-in-1 shampoo and conditioner, multi-purpose beauty is hardly a new phenomenon, but one that continues to see resurgence in new and exciting ways. Case in point, Aleph Beauty is a New Zealand owned makeup brand helping to simplify our routines with a boutique range of versatile cream products, the twist being that the formulas are consciously made and kept free of toxic ingredients. The impressive coverage and staying power, all housed in compact glass jars, has made Aleph one of the fastest growing cosmetics brands in the New Zealand market.
With Aleph Beauty new on the site, here’s what you need to know about this up-and-coming brand.
Its founder, professional and natural makeup artist Emma Peters, has more than 20 years industry experience under her belt. During her time in the film, television and fashion industries, she saw first-hand how cosmetic ingredients were a major contributor to problem skin and general ill health. From there she dreamed up the idea for a makeup offering that would do no harm to complexions, the planet, people and animals. Of prime importance was formulating without any toxins, instead opting for clean, nourishing ingredients that actually helped skin look better over time. Sustainability is something Peters also heavily believes in, hence the minimal packaging that won’t just end up sitting in landfill.
Lightweight and luminous, the cream formulas are premium, durable and can be used in a variety of different ways. The products take you from day to night, creating a fresh, every day look as well as a more flawless, camera-ready complexion.
What adds to the brand’s appeal is how easy it is to find the perfect shade of a product. When a customer purchases the Aleph Concealer / Foundation, they automatically receive a sample of the chosen colour to try before opening the full-size. The good news is these products are customisable to all skin types and tones.
Aleph Beauty is now available for high-res download on BD.
