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Burt’s Bee’s is well known for making all-natural skincare products and perhaps most notably, their beloved beeswax-honey lip balm. Now, the brand has expanded its offerings from skincare to a full-fledged line of cosmetics for the face, lips, cheeks, and eyes. Find out more about their new collection from Women’s Wear Daily and shop some of our favorite products below:
Makeup formulated with natural ingredients is making its way to the mass market — and Burt’s Bees is aiming to lead the charge.
The Clorox-owned personal care brand best known for its cult beeswax-based lip balm introduced its most comprehensive beauty initiative to date — Burt’s Bees Beauty, a full-fledged color cosmetics line with products across the face, lip, cheek and eye categories.
The products — eight stockkeeping units in total and consisting of liquid and powder foundations, blush, eyeshadow palettes, eyeliner, brow pencil, mascara and a glossy lipstick — are available at Wal-Mart, CVS, and Whole Foods doors, and are also sold on Amazon (which, of course, just completed its acquisition of Whole Foods). Target will launch a test of the line in January.
Burt’s Bees worked for two years with a panel of makeup artists and trend experts to develop the products and formulations, which are derived from natural ingredients like the brand’s signature honey, meadowfoam, bamboo, and various oils such as mango, moringa and jojoba. The foundations are formulated with skin-care ingredients and are without silicones, parabens, phthalates, SLS, petrolatum, talc and synthetic fragrances. They are priced from $8.99 for lipsticks to $16.99 for foundations.
Though brands touting naturally derived ingredients and nontoxic formulations are the current growth-drivers at mass — think Johnson & Johnson’s OGX and Maui Moisture, Biore’s new charcoal-based line of facial cleansers, Garnier’s Whole Blends and SkinActive ranges boasting superfood-based ingredients, and Sundial’s SheaMoisture — that movement has primarily been limited to the skin and hair segments. Until now, naturally propositioned makeup has been the final frontier in natural products in the mass market, challenged by what retailers and experts agree on is the inherent difficulty of developing natural formulations that have the same efficacy as conventional ones but at a similar cost.
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