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History

In 2004, Kate O'Brien was inspired by her teenage daughter to create an all-natural mineral makeup line. O’Brien knew her daughter was old enough to start wearing makeup, but she was worried about the effects of applying toxic chemicals to her delicate skin. As a gift to her daughter, Kate mixed together a collection of products made with beautiful and beneficial pigments. From these humble beginnings, Alima Pure has inspired women around the world to go the mineral route.

Philosophy

Pure mineral makeup that’s kind to your skin. Designed to enhance your natural beauty, Alima Pure® products are lightweight and skin-safe—no more hiding behind thick formulas or caking on mystery ingredients. And their products aren’t just good for your skin—they’re also earthy-friendly and cruelty-free.

Birchbox Extra

Alima Pure® is a proud member of 1% for the Planet, a collection of companies dedicated to donating one percent of their total revenues to charitable causes.