If my makeup can’t handle Orlando humidity and a toddler sprinting through my kitchen mid–smoothie spill, I don’t want it. I test products the way I test pancake recipes: in real life, with sweat, salt air, and a little chaos. Here’s my short list of natural-leaning brands that actually perform, feel good on skin, and don’t make me Google every ingredient at 10 p.m. Max says I hoard lip oils; I say research.
ILIA — skin-first, glow-second (or… tied for first). Their Super Serum Skin Tint gives light coverage, SPF 40, and that dewy “I slept” face, even if last night’s sleep looked like a toddler doing karate on my ribs. It’s loaded with squalane, niacinamide, and hyaluronic acid, and the brand keeps a long “no” list for common nasties. I wear it for farmers’ market mornings and it never cakes around my nose, even after taste-testing mangoes.
RMS Beauty — creamy, coconut-y, and very camera-friendly. Those little pots melt in with fingers and make cheeks look alive, not powdered. RMS leans into organic oils like coconut and fruit extracts, which gives that glossy finish I love for brunch on a patio with ceiling fans working overtime.
Saie — the “I do makeup, but I also recycle” brand. Sheer, easy textures, a big sustainability message, and community-led launches. Their Glowy Super Gel under tinted SPF is my happy hour trick for looking awake without piling on layers.
Kosas — comfy pigments and sensitive-skin testing. I reach for the Cloud Set powder when I need to take the shine down without flattening my face. The brand talks a lot about clinical safety testing and fewer, gentler ingredients. Heads-up: a couple years back they faced questions about preservative choices; the company addressed it and shared shelf-life guidance. I appreciate transparency, even when it’s messy.
Westman Atelier — makeup artist luxe with skincare vibes. Sticks glide on like butter left out on the counter a little too long (in a good way). Plant-based actives, rich textures, and shades that flatter in daylight or the glowy bathroom lighting at date night. I swipe the blush stick, blend with clean fingers, and boom… cheekbones.
Tower 28 — sensitive-skin safe and very beach-bag friendly. Clear policies around irritants and third-party testing for sensitive skin make this one easy to recommend for reactive faces. Their glosses live in every purse I own, and the bronzer gives “I took a long walk on the boardwalk” without the burn.
Ere Perez — botanical formulas with vegan and carbon-neutral creds. The oat milk foundation and carrot pots give soft color that reads like skin, not makeup. I wore the terracotta tint to a backyard parrillada and someone asked if I’d just come back from vacation. That’s a yes in my book.
Alima Pure — minimalist, mineral, B-Corp nerds (my people). If you love powder that feels like nothing, their Satin Matte Foundation is a workhorse. No parabens, phthalates, talc, or nanoparticles, and they publish an ingredient library you can actually understand.
Well People — dermatologist-developed and stacked with EWG Verified products. The mascara doesn’t flake on my contact lenses, and their tints are “school drop-off in three minutes” reliable.
Kjaer Weis — refillable cases you’ll keep forever, with certified-organic options. The compacts click like a little piece of jewelry, which makes touch-ups feel oddly fancy in the Costco parking lot.
A quick note on Beautycounter fans: the original brand closed in 2024, then relaunched in 2025 under the name Counter with a new sales model and updated lineup. If you loved their safer-ingredients stance, you can now shop the reboot.
How I build a “natural but not fussy” face with these: sunscreen, a skin tint (ILIA), cream blush (Westman or RMS), a swipe of Tower 28 gloss, and a tiny dusting of Alima Pure powder where I shine the most. If I’m meeting Max for tacos after a long day in the kitchen, I add Saie highlighter and call it festive. Five minutes, zero stress, still me.
One last thought before I go wrestle a tray of plantain tostones out of the oven: “natural” means different things brand to brand, so I scan ingredient pages, look for clear standards, and pick what feels good on my skin. Makeup should feel like a good friend—easy to be around, honest, and fun to have at dinner. If a product makes me smile in steamy Orlando air, it makes the list.
