Safety: Free of parabens, sulfates, formaldehyde, talc, PEGs, phthalates, solvents, irritants, and allergens
Known for: Making natural makeup fun (and safe for sensitive skin)
Tower28’s sunny, beachy vibe is a callback to its namesake: the crossroads of the Santa Monica pier and Venice Beach. The bright lucite packaging is an Insta girl’s dream, and the formulas are like grown-up versions of your ’90s beauty favorites. The line goes beyond the classic hypoallergenic, fragrance-free, and dermatologist-tested trinity that are standard for products aimed at sensitive skin. Inspired by the founder’s journey with eczema, the products have been formulated so that they’re all free of sensitizing irritants (like essential oils) and full of calming ingredients. Luckily, none of the fun has been removed—as you’ll see with the squishy Shine On Lip Jelly glosses and Beach Please Luminous Tinted Balm compact.
13. Juice Beauty
Natural and Organic: Yes
Safety: Non-GMO and free of parabens, petroleum, pesticides, propylene or butylene glycols, silicones, talc, carbon black, phthalates, sulfates, PEGs, TEA, DEA, artificial dyes, and synthetic fragrances
Sustainability: Operates with solar and wind power where possible, uses recycled packaging, prints with soy ink, and provides support to EWG
Known for: Skin care backed makeup and being one of the O.G. organic brands
Juice Beauty needs no introduction. It’s one of the first organic skin care brands to have set the standard for the rest of the industry. Its ingredients are USDA-certified organic, meeting one of the most rigorous organic farming standards in the world. The brand also monitors its clean promise from start to finish, from solar-powered facilities to cutting down on fuel waste. Plus, uts products deliver noticeable results and are generally a joy to use. Juice’s eventual expansion into makeup was well worth the wait. The formulas are just as good as its signature serums and peels, while maintaining its organic standards. For great takes on the basics, we recommend the lightweight Phyto-Pigments Flawless Serum Foundation and feathery Ultra-Natural Mascara.
Sarah Wu is a writer in Berlin. Follow her on Instagram @say.wu.