Welcome to part THREE of our IBE Berlin finest finds. Meet a US-based clean make-up brand that’s all about genuine sustainability — and product excellence.
In the green beauty industry, natural and organic skincare is quite plentiful, but when it comes to clean’n’green make-up, most people agree that there still is room for new players (and for improvement). This applies to both the product experience — choice of colours, modern lightweight textures, good colour payoff, reasonably long-wearing formulas that can be still lacking — and the ingredients used.
And one of the major pet peeves for any seriously “green” formulator, writer or consumer are ingredients based on palm kernel oil. We’ve discussed the pros and cons at length here. However, back in 2017 I ran into an impressive intiative called Palm Done Right at the Biofach in Nuremberg, and was very inspired by their idea. Needless to say that I was beyond happy to learn that there was a natural make-up company working with Palm Done Right ingredients — and that said company was to exhibit at the first IBE Berlin.
IBE Berlin 2019 Highlights
Ashley Prange launched Au Naturale in 2011 — on a mission to work only with ingredients that are “ethically sound, factually healthy & naturally sourced” (as expressed on the company website). All products are vegan-friendly, certified with Leaping Bunny, gluten-free, free from synthetic colours and based on mineral pigments, USDA certified organic ingredients as well as on Palm Done Right based PKO derivates. Advocating stricter regulations for the US market, the brand is also known for their Clean Color Revolution campaign.
Fully aware that consumers would only embrace clean beauty if it delivered on par with or better than their more conventional choices, Ashley develops products that are as “green” as exciting to use. I was particularly impressed by the ultra-finely milled mineral powders (in mesh jars): while swatching the Au Naturale powder bronzer on the back of my hand, I was able to effortlessly and seamlessly blend it using simply my fingertips. Another highlight are the naturally tinted lip products — mattes, glosses, lipsticks and lip oils — each of which scented with a unique natural fragrance.
Fingers crossed for Au Naturale entering the German/European market!
P.S. More IBE highlights to come: how clean can nail polish get?