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5 Reasons Women Are Switching to Natural Makeup


Natural cosmetics are changing the face of the beauty world – and with good reason. People are becoming more mindful of not only the food they put into their bodies but what they put on their skin. Now, more than ever, consumers are studying labels and learning about ingredients found in makeup. They’re realizing that some of those ingredients can be damaging to their health. 

Today’s women care about what they put on their skin and want better from their beauty brands. They’re looking for products that will not add to the toxic load in their bodies; products made with clean and naturally-derived ingredients. 

With natural cosmetics breathing a new life to beauty routines everywhere, more brands are working to offer natural and clean products. 

What is clean and natural makeup? 

While there’s still no official definition for “clean” in cosmetics, we use the term to describe products created with the health and wellbeing of the user and environment as the top priority. Brands that formulate clean products do it without any proven or suspected toxic ingredients.

Natural makeup offers many benefits; here are some of the reasons why women are replacing their beauty products for natural alternatives:

#1. Skin Friendly.

Does your skin ever look red or feel itchy? Are you finding bumps in your skin? Does your skin feel dehydrated and tight after wearing a full face of makeup? 

If you said yes to any of these, you may want to take a closer look at your beauty products. The makeup you’re using may be upsetting your skin and triggering those reactions. Using cosmetics with irritating ingredients such as SLS, artificial colours, fragrances, and alcohol can lead to discomfort, dehydration, and long-term damage.  

Clean cosmetics are formulated with more gentle alternatives, so they are non-irritating, non-comedogenic, non-drying, and suitable for all skin types. 

What does this mean for you? Comfortable, blemish-free skin for even the oiliest, dryest, or most sensitive skin types. Your skin will look and feel great with and without makeup. 


#2. Free of Pesky Ingredients. 

Many traditional cosmetics are packed with ingredients that may be harmful to your body. You’ve probably heard of three of the most controversial ingredients – parabens, phthalates, and talc. Neither of these three should have any place in your beauty routine. 

Why? Parabens and phthalates have been linked to hormonal imbalance, disrupting estrogen production, and causing potential long-term damage. Talc is irritating and can lead to respiratory problems when inhaled. Due to the light and powdery texture of talc, breathing it is almost guaranteed.

With clean cosmetics, you can have the peace of mind that your products are free of parabens, phthalates, and talc. You’ll know that you’re not only doing what’s best for your skin but your overall health. 


#3. More Options to Choose From.

While it may have been harder to find natural beauty products 15 years ago, today, there is no shortage of options to choose from. As people demand more natural cosmetics, more beauty brands are developing them. Even beauty retailers have dedicated sections for their natural and clean beauty products. 

Whether you’re looking for something light for a no-makeup makeup look or a full-on glam look, you can find a natural and clean alternative. No matter how many products are in your beauty routine, you’ll find you can replace all of them with natural products. Yes, even your liquid eyeliner, mascara, brow liners, bronzers, and so much more. 


#4. Quality Results. 

It’s a common misconception that natural makeup is not as pigmented, long-lasting, or as good as regular cosmetics. That couldn’t be farther from the truth. If you thought natural makeup brands couldn’t keep up with your tried-and-true beauty routine… Think again.

The demand for better, cleaner, and natural products has pushed beauty brands’ creativity. Brands are using innovative technology to formulate powerful products with all-natural ingredients that deliver superior results. Some of it is even created with earth-derived sustainable ingredients. 

The result: weightless and perfect for all-day wear cosmetics. You can find eyeliners that are safe for even the most sensitive eyes that are completely smudge-proof. 


#5. Budget-friendly.

While price alone shouldn’t be the determining factor when you shop for makeup, the reality is that we do consider the price when we make a buying decision. 

You don’t have to spend an arm and a leg to get products that are good for you. In fact, many clean beauty products are more affordable than their synthetic counterparts. If you don’t want to compromise your wallet for a cleaner lifestyle, you’ll find plenty of options at different price points. 


Ready to Jump Into a New, More Natural Lifestyle with Good-For-You Cosmetics? 

With so many reasons to choose natural makeup, you’re probably wondering why you haven’t switched sooner. If you’re unsure where to start, you can do so here with Amaterasu Beauty. 

I created Amaterasu Beauty with the intention to offer a natural alternative that would perform as well as cult favourites. I’m happy to say that we’ve been providing women with the option since 2008. 

Now, we have a selection of top-selling products that have become a staple in many women’s makeup bags. From our best-selling 24-hour liquid eyeliner to our sweat-proof eyebrow liner, you’ll find something just for you. When you expect more from your makeup, we deliver. 


Wishing you the best of health,






Clear Skin Study. (2021, October 3). Comedones - The What, Why, and How to Treat Them. Retrieved January 5, 2022, from

Drugwatch. (2021, April 20). Is Talc in Makeup Safe? | Side Effects & Talc-Free Makeup. Drugwatch.Com. Retrieved January 5, 2022, from

Health Care without harm. (2020, May 6). Phthalates and DEHP. Retrieved December 5, 2022, from

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