This innovative beauty brand (pronounced “Well People”) is a leader in the clean beauty movement. If you’re still not convinced your favorite conventional mascara, lip gloss, or concealer can be surpassed by botanically based ingredients, this brand might change your mind. One of the ways it helps protect your skin is by nixing dimethicone from its ingredient lineup. This chemical is a popular addition to many lipsticks and foundations because it helps make them spreadable, but W3LL People discovered that broccoli seed oil did the trick. Instead of promoting long-lasting products that are tough to wash off and never spoil, W3LL People encourages customers to choose favorite products, use them up within two years, recycle the packaging, then replace them with new favorites. Refreshing, right?

The History of W3LL People

W3LL People came to exist when makeup artist Shirley Pinkson, entrepreneur James Walker, and dermatologist Reneé Snyder were motivated to create a line of socially responsible makeup. The idea emerged when, while conducting research for a client, Walker noticed a gap in the cosmetics industry for clean options that performed as well as conventional products—and didn’t compromise on style.

W3LL People Company Mission

The founders of W3LL People call their mission an “uncommon beauty dream” that started with a passion to make positive life choices, particularly in the areas of wellness. The idea of skin’s role as our largest organ—and its ability to absorb what we put on it—drives the brand to create premium cosmetics that rival (or exceed) the performance of conventional makeup, without the use of harsh chemicals.

Benefits of W3LL People

Here’s a small list of more than 1,500 ingredients you’ll never find in W3LL People’s makeup products:

Dyes
Fillers
Fragrance
Propylene glycol
Petrochemicals
Petroleum by-products
Sulphates

This brand focuses on renewable, biodegradable, and botanically-driven ingredients like organic aloe, organic chamomile, organic green tea, algae, pearl powder, and seaweed. Makeup is formulated in small batches, and W3LL People’s commitment to plant-based ingredients means the brand has been verified by the Environmental Working Group (EWG). If an ingredient is listed in the EWG database with a hazard rank of higher than 3, W3LL People won’t use it.

Top W3LL People Products

This brand has a cult following in the beauty industry, and these three products are part of the reason why.

Expressionist Mascara

Finish off your everyday look with a swipe of nontoxic mascara. The botanical formula skips harsh chemicals, and gives you a defined look every time.

Bio Correct Multi-Action Concealer

Concealing without looking cakey can sometimes be a challenge. This cream uses natural pigments along with coffee, peptides, and algae to depuff skin while covering dark circles.

Nudist Multi-Use Cream Stick

Add a fresh wash of color to your cheeks with this plant-based formula made without harsh chemicals or petroleum. Thrive Market member Tasha from Minnesota says “this shade is great for the day or at night!”

The Best Clean Beauty Products

Give your skin a clean slate with eco-friendly natural beauty picks that reveal a natural glow.

The Glam Makeup You Need This Holiday Season

Shimmer, shine, and glow with W3LL People’s lineup of holiday-ready makeup that won’t wreak havoc on your skin.

2019’s Top Clean Beauty Brands

The results are in: these are the top clean beauty brands for 2019. We’re sharing our favorite products, plus a Q&A to brush up on your natural beauty knowledge.

Summer Beauty Tips From Thrive Market

When the weather’s hot and humid, it can be a challenge to keep your makeup looking fresh throughout the day. This post has 21 products that’ll help you get through the dog days of summer.

Well People, Expressionist Brow Gel, Clear