Beauty Buzz: Almay Pure Blends

February 9, 2009

It’s no secret that “naturals” has been the biggest beauty buzzword in the business for the past year, and continues to be on-trend. Mass-market cosmetic brands like Maybelline and CoverGirl have made a successful foray into the minerals market, and now Revlon’s sensitive skin line, Almay, is angling for the naturals consumer.

Debuting in stores this month is Almay Pure Blends ( —a hypoallergenic line of color cosmetics made from 95.8-98.2% natural ingredients including an exclusive complex of fruit and flower extracts, and are free of talc and added parabens. Eco-friendly casing completes the package.

Natural makeup for sensitive skin at an affordable price point? Sounds too good to be true. HAPPI decided to put some products to the test.

The first of the batch was Almay’s Pure Blends eyeshadow ($7.49) in sage. The application has a smooth feel and the pigment is light, as the true sage color fades into a pale green shimmer throughout the day. Mica is the primary ingredient, followed by rice lipids and jojoba seed oil. The paper packaging is minimalistic white with a trendy pink abstract flower print. Can I recycle this?

Next is Almay’s Pure Blends Lipgloss ($7.99) in heather, a copper shimmer. The tube packaging with a slanted tip—traditionally alluding to a sticky, glassy texture—surprises with a lighter feel due to its main ingredient, sweet almond oil. However, the color is shades away from the color seen in the tube. It goes on almost clear with a gold shimmer under the light. The taste is pleasant, a subtle undeterminable fruit. Since the product features a blend of antioxidant fruit and flower extracts, including lotus, orchid and acai, it must be a combination of them all. After a few sips of water, the moisturizing feel remains. Rivaling some lip balms, in fact.

Almay Pure Blends makeup ($13.99) in honey – a tan glow – is quite similar to one of my favorite Almay products of all time, the Almay Moisture Tint Sports Formula. The product goes on a little dark, but when blended leaves a glow and a faint fruit scent similar to the gloss—not surprising, as it also contains the antioxidant fruit and flower extracts. Main ingredients are water, jojoba seed oil, squalane (derived from olives) and glycerin. This product looks ideal for maintaining a suntan, and could be a summer staple. Stay tuned!

For those looking to try out this season’s natural offering but are a little skeptical of exotic superfruits as ingredients and want to watch their wallet, Almay Pure Blends is a great brand to try.

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