A girl’s makeup can sometimes feel like an ingrained part of our identity.  I know women who have literally used the same mascara brand since high school. We can get so attached to our makeup choices that it’s easy to totally overlook the safety of what we’re putting on our skin! I consider choosing to use the most non-toxic, purest makeup to be an act of self-care.  Not only are we choosing not to expose our skin (and therefore our entire system) to toxic chemicals, but we are also prioritizing the safety of our loved ones (I mean, our beaus eat up plenty of our lipstick when we smooch, and of course our kiddos are exposed to the products on our face and body with every hug, smooch, and snuggle).  So I love to discover new makeup brands that put a premium on purity and safety.

I first discovered Omiana over a year ago (when they were known as Epic Mineral Beauty), and was super impressed by their clean, talc and mica-free makeup that worked beautifully.  They’ve since rebranded and expanded their collection to include much more than just mineral makeup, and I have to say, the new line is even more impressive and definitely more luxe.

Founded by women, many of whom are moms, who became increasingly concerned with the ingredients in their makeup after they had little ones, Omiana is a godsend not just for health conscious organic beauties, but also for women with allergies or sensitivities to specific ingredients.  All of their natural makeup products are free of the major bad guys we all should be avoiding: parabens, nanoparticles, bismuth oxychloride, propylene glycol, chromium greens, and tin oxide.  But the coolest thing about this innovative brand is that they have something for everyone, even women with really specific sensitivities or preferences, from huge collections of titanium-dioxide free makeup and mica-free makeup, to natural makeup that’s boron nitride-free.  On the beautiful new Omiana website, they have this awesome tool that let’s you filter your search by what ingredients you want to avoid (including even innocuous ingredients like sunflower or coconut oil and zinc oxide, which some women may wish to omit), as well as by your specific skin type and skin tone — creating an ultra-personalized, curated list of the most natural, purest makeup that is perfectly suited to YOU.  Seriously, perusing the site feels more like a customized beauty consultation with a friend than shopping online!

Since they were originally a mineral makeup line back in the day, Omiana’s talc and titanium dioxide-free mineral foundations and titanium dioxide-free mineral blushes are definitely their forte — I’m particularly obsessed with their creamy mineral Redness Concealer, which is a magical skin perfecter.  But when I checked out their new line of products, what I fell the most in love with is the beautiful collection of natural eye makeup!  The mica-free Liquid Eyeliner is luscious and stays put beautifully, with lovely ingredients like organic rosemary and chamomile, vitamin E, aloe, and vanilla (making it probably the yummiest smelling eyeliner I’ve ever tried).  The mica and titanium dioxide-free Matte Loose Powder Eyeshadows provide lush, deep color and come in a whole bunch of great hues.  There’s even a Long-Stay Vegan Creme Eyeliner Pot, which I haven’t tried yet, but by the looks of it, seems to be a healthier and more natural version of the cult favorite department store brands.  But my absolute favorite item has to be the Black Strong Hold Mascara, which is free of pretty much everything you don’t want near or on your eyes.  It creates the loveliest curl, holds lashes in place (true to it’s name), and makes them full, black, and luscious.  But best of all, it doesn’t end up running down my face like pretty much every other natural mascara I’ve ever used.

The frosting on this beautiful cake is that all Omiana’s products are 100% cruelty-free (certified by both PETA and Leaping Bunny), and made in the USA.

I am happy to report that ladies with sensitive skin no longer have to sacrifice style, and us mamas (or simply just smart, health-conscious women) no longer have to choose between effective makeup and safe, natural, purest makeup.  That sounds like pretty good news to me.

Save 15% of all Omiana products with code TheOrganicBeauty15.

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I received products from Omiana to review for this post. However, the opinions expressed in this post are my own.  Please note, I include affiliate links within this post to support the maintenance and development of this site.