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The CLEANEST: Makeup Brands (Our Top Truly Toxin-Free Picks!)
Truly clean makeup is key to a healthy beauty routine—but most "clean" beauty brands aren't walking the talk (Learn more here). The reality? Many still sneak in hidden toxins that are a detriment to your skin & your health! That’s where we come in. We’ve done the digging for you—so you can skip the label reading & go straight to the cleanest, safest brands!
⚠️Toxins to Avoid: in makeup
✖️ Parabens (i.e. Methylparaben, Butylparaben, Propylparaben): Hormone disruptors linked to reproductive issues & CANCER
✖️ Phthalates (i.e. Diethyl Phthalate, Dibutyl Phthalate): Skin irritants & hormone disruptors linked to CANCER
✖️ Talc (i.e. Asbestos-Contaminated): Found in powders & eyeshadows, it may contain asbestos, which is linked to respiratory issues & CANCER
✖️ Synthetic Fragrances (i.e. Fragrance): Cocktail of undisclosed chemicals linked to allergic reactions, hormone disruption, & CANCER
✖️ Formaldehyde/Formaldehyde-Releasing Ingredients: (i.e. Formaldehyde, DMDM hydantoin): Respiratory irritants linked to allergies & CANCER
✖️ PFAS (a.k.a. "Forever Chemicals"): Found in long-wear & waterproof makeup, these toxic chemicals are linked hormone disruption, immune issues, & CANCER
✖️ "Safer" Preservatives (i.e. Grapefruit Seed Extract, Japanese Honeysuckle, Sodium Benzoate, Potassium Sorbate, Phenoxyethanol): Considered "safer" preservatives, they are still linked to various health issues including CANCER
Choosing truly clean, non-toxic makeup isn’t just about a flawless finish—it’s about protecting your long-term wellness. At Keeping It Real Clean, we hold beauty to the highest standards, avoiding even “safer” ingredients that don’t align with our mission & sharing only the absolute SAFEST & BEST! (Learn more here)
Below, explore our top picks for truly toxin-free makeup—carefully vetted for their purity, performance, & integrity. Plus, grab exclusive promo codes to make your switch effortless!
✅top 6 CLEANEST Makeup Brands:
1. Poofy organics 🌿Best For: Ultra-pure, handcrafted makeup
Poofy Organics isn't just clean-it's next level pure. As the #goldstandard in USDA Certified Organic personal care, they offer 500+ meticulously crafted high-performance products, all held to the strictest toxin-free standards. Poofy is the real deal with ultra-potent, effective formulations for the best in TRUE clean beauty (& beyond)! (Learn more here.)
❤️Currently Loving: Poofy Organics Foundation
Customizable coverage, soothing ingredients & SPF. Flawless skin, the clean way!
⭐Bestseller: Poofy Organics Cheek, Lip & Contour Tints
Blend, sculpt & glow with these all-in-one skin-loving color sticks! #EffortlessBeauty
🔥Rave Review: Poofy Organics HD Mascara
"I have to say I’m IN LOVE! This is the best mascara I have had in forever! I was a
Benefit fan for years. Then I gave Poofy a try & I am not disappointed. I lose less
lashes, they are stronger & longer! I’m hooked for life! Thank YOU!"
➡️ Get 10% off first order w/code: KEEPINGITREALCLEAN
2. nature's Brands 🌿Best For: budget-friendly, Organic makeup
Nature’s Brands delivers pure, handcrafted USDA Certified Organic personal care that prioritizes your health—& your wallet. Infused with safe, eco-friendly & wildcrafted botanicals, their uber-clean, potent formulas prove that affordable makeup can be truly toxin-free! Ultimate clean, ultimate makeup! (Learn more here.)
❤️Currently Loving: Nature's Brands Tinted Moisturizer
Lightweight coverage that's soothing & clean. Glow guilt-free! #GlowGoals
⭐Best Seller: Nature's Brands Mineral Lipstick
Pure pigments, plant-powered moisture & all-day wear. 💋Kiss toxins goodbye!
🔥Rave Review: Nature's Brands Concealer Cream
"Goes on easily with great coverage! A handy size—can travel with you & be used as a
foundation w/ a small sponge. Love the many colors & capacity to match one's
complexion."
3. Toups & co 🌿Best For: Small-batch, luxury Makeup
Toups & Co merges ancestral beauty wisdom with modern luxury, crafting small-batch, organic makeup that’s as indulgent as it is effective. Infused with skin-rejuvenating, nutrient-rich botanicals, their formulas prove that high-performance, toxin-free beauty is the ultimate luxury! (Learn more here.)
❤️Currently Loving: Toups & Co Bronzer
Get that sun-kissed glow—zero orange, zero toxins, just pure radiance! #Perfection
⭐Best Seller: Toups & Co Liquid Foundation
Flawless coverage + skin-loving ingredients—lightweight, breathable, & 100% clean!
🔥Rave Review: Toups & Co Natural Eyeshadow Palette
"Your search is over! This eye shadow palette is the one you've been looking for:)
These shadows apply SO smoothly & last well all day long. The colors are just right! I
hope this product continues to be made for years to come!"
➡️Get $10 off first order by using our links ⬆️
4. A'Del 🌿Best for: 100% Pure, minimalist beauty
A’del Natural Cosmetics proves that less is more—with ultra-pure, artisan-crafted makeup & skincare formulas designed for maximum results using minimal ingredients. Every product is hand-crafted in small batches packed with pure, skin-loving nourishment without compromise. Clean beauty, effortlessly! (Learn more here.)
❤️Currently Loving: A'del duo balm Stick
On-the-go primer melts into thirsty skin for deep hydration. #AnytimeAnywhere
⭐Best Seller: A'del Eyeshadow
Gorgeous tones, rich pigment, zero fallout—clean beauty that stays all day!
🔥Rave Review: A'del Lipstick
"SO I love A'del's lipsticks. They have a substantial feel that doesn't come off, but
doesn't feel heavy or tacky either. They are so creamy that I don't need a lip balm.
Amore is the perfect pinkish nude & the new packaging is absolutely perfect!"
➡️Get 20% off EVERY order w/code: KEEPINGITREALCLEAN
5. au Naturale 🌿Best For: High-impact, toxin-free color
Welcome to the Clean Beauty Revolution where you'll discover bold color & zero toxins. Ex-nuclear analyst Ashley Prange founded Au Naturale to prove clean beauty can be truly high-performance. Handcrafted in their Wisconsin lab, every product is vegan, ethically sourced, & packed with rich, lasting pigment—no chemicals needed! (Learn more here.)
❤️Currently Loving: Au Naturale Perfect Match Lip Pencil
Define, prime, & perfect—this lip liner keeps your color on point! #LinedToPerfection
⭐Best Seller: Au Naturale Eternity Classic Lipstick
Bold, vibrant, & toxin-free—this long-lasting lipstick is a #CleanBeautyMust!
🔥Rave Review: Au Naturale Créme de la Creme Eye Shadow
"I highly recommend this amazing creme eye shadow line! For application use a
brush or your finger to apply with no flakes falling off like powder eye shadows!
Easily smooths on! Beautiful natural colors! No dyes or Carmine! I am in love!"
➡️Get 10% off first order w/code: KEEPINGITREALCLEAN
➡️ Note: Limited selection.
6. Lauren Brooke 🌿Best For: Ultra-clean, nourishing makeup
Makeup should heal, not harm. A clean beauty pioneer since 2005, Lauren Brooke formulates high-performance cosmetics with over 100 organic, food-grade ingredients to nourish & protect your skin. Every product is toxin-free, cruelty-free, & packed with botanical goodness—so you can look & feel your best, naturally! (Learn more here.)
❤️Currently Loving: Lauren Brooke Luminous Eyes Corrective Concealer
This brightening & hydrating concealer corrects, smooths, & stays all day. #It'sLit!
⭐Best Seller: Lauren Brooke Creme Foundation
Dewy, breathable, & packed with botanical goodness—this foundation does it all!
🔥Rave Review: Lauren Brooke Botanical Stick Trio Kit
"These sticks are FANTASTIC!! They go on so smooth & I love the natural shimmery
glow! Would give them 10 stars if I could 😍 Definitely recommend!!"
➡️Get 10% off EVERY order w/code: KEEPINGITREALCLEAN
➡️ Note: Limited selection.
🔄Ready To Make the Switch?
Switching to toxin-free makeup isn’t just a trend—it’s the foundation for a safer, healthier beauty routine! By choosing brands that prioritize ingredient integrity, you’ll elevate your beauty game & safeguard your health. (Also check: Our Cleanest SkinCare Recommendations!)
✨Your choices matter. Let’s keep it real clean, one product at a time!✨
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