Glim­mer­ing, golden eye­shad­ows

ELLE (Canada) - - Contents -

Clock­wise, from be­low left: Burt’s Bees Eye­shadow Pal­ette in Bloom­ing Desert ($15), Blush in Shy Pink ($15) and Nour­ish­ing Mas­cara in Clas­sic Black ($14). For de­tails, see Shop­ping Guide.

On the nat­u­ral-makeup con­tin­uum be­tween “I made this in my kitchen” (of­ten lack­ing sci­en­tific know-how) and “Gwyneth would love this” (of­ten ex­pen­sive) is Burt’s Bees new colour cos­met­ics line. Three years in de­vel­op­ment—start­ing from scratch was more ef­fi­cient than the ini­tial plan to pur­chase and reformulate an ex­ist­ing brand—the 38-piece core col­lec­tion is crafted with­out parabens, ph­tha­lates, petro­la­tum, talc or syn­thetic fra­grance. “We set the bar high,” says Abena An­twi, lead in­no­va­tion sci­en­tist for the brand, about for­mu­la­tion. “We looked at tra­di­tional brands, in­clud­ing pres­tige, as bench­marks for feel, tex­ture, colour and per­for­mance.” The 98.9-per­cent-nat­u­ral foun­da­tion re­lies on xan­than gum for the vis­cos­ity con­ven­tion­ally pro­vided by car­bomers (ar­ti­fi­cial thick­en­ers) and sugar-cane squalane and mead­ow­foam-seed oil for the silk­i­ness that sil­i­cone would de­liver. In the 100-per­cent-nat­u­ral pressed-pow­der foun­da­tion, eye­shadow and blush, bam­boo pow­der cre­ates a soft-fo­cus ef­fect and de­hy­drated honey boosts mois­ture lev­els. “When we were de­vel­op­ing this line, it wasn’t just about colour for skin,” says An­twi. “It’s colour with ben­e­fits.” JA­NINE FAL­CON

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