My Top-Picks for All-Natural, Non-Toxic Makeup

Jenna Kutcher 

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June 13, 2019


This post has been one of the most requested posts I’ve ever been asked to write and it took me a long time because I’ve felt hesitant sharing — I am NO makeup artist but I’ve been taking really good care of my skin lately and been harnessing the power of a 5 minute beauty routine that works for everyday life (including mom life!) I stumbled into the natural beauty world after our second miscarriage and it’s changed the way I look at products and made me somewhat of a voice when it comes to more natural solutions in the products that I use.

I’ve been testing natural make up products for a LONG time to try and figure out what actually works, what I love, and what my go-tos are and I’ve been hesitant to share, because I know people feel strongly about how some of these products are sold. Whenever I recommend something or back a product with my name, I always test things for months before sharing because I really stand behind what I share.

I’ve been doing Instagram Live’s while doing my makeup in the morning lately (mostly since it’s usually the only extra 10 minutes I have in my day) and while I am absolutely no make up artist, I am passionate about finding better products for my world. After our fertility struggle and doing tons of research about the products I use on my skin, I realized that my makeup bag was the last to make the shift to a more natural approach. It took me some time, I tested a lot of duds, but I’m finally ready to share my recommendations.

So let’s kick this off with the transparency we wish we saw on our beauty labels and let you know that some of these links are affiliate links (note: I’d share these even if that wasn’t a thing but I teach y’all to get paid for the work you do, so I’m following my own advice after sharing these for months without any links intact!) Purchasing any of the products listed via my links will not charge you any extra money, just think of it as a referral bonus for me to keep on trying new things, testing clean beauty products, and passing along the gems for you.

Cool? Just wanted to throw that out there since nothing feels worse than wondering if someone’s being honest or getting paid to talk about something.

I wanted to hate this

I really wanted to hate these products because I’m no stranger to the DM’s telling me to buy them… I always felt sleazy when someone tried to slide into my DM’s with links to their products without really asking me what I was looking for or what I needed, without taking the time to hear me and instead trying to convince me. I went so far is to fly under the radar and ordered most of these products directly from the websites so that no one could hound me down and try to sell me more.

I can promise you this: my feed will not become one giant make up Ad, I will NEVER slide into your DM’s unless you ask me a question that I can answer and I will never, ever sell you the “business” opportunity behind the products. That’s not why I am doing this. I will just do little round-up posts when/if anything changes but I wanted a landing page so when someone asks me my faves, I have a list with full and honest explanations, plain and simple.

I am sharing these because I truly love them and while I do get an affiliate commission for some of the products linked below, I have been sharing them sans links through DMs for months upon months whenever someone asks what I use and knew it was silly to miss out when these are the exact products in my makeup bag. Don’t ever worry that you’ll be sold to by me beyond my true recommendations – that’s not how I roll.

Face makeup

Tinted Moisturizer: Full disclosure, I almost returned this at first because I wasn’t crazy about the consistency, it kind of felt sticky to me. I even contacted customer support just to make sure that was how it was supposed to be but they encouraged me to stick it out and I’m so glad they did. A lot of people have been commenting on my “glow” and I seriously believe it’s because of this. It’s not thick and it’s nice for minimal coverage – it also oddly smells good. I’ve been mixing it with…

Hydrating Foundation: This is like the Dew Skin’s bigger sister and more coverage solution. I’ve been mixing the two for the perfect blend for my skin and this has become a staple in my world. I love that it’s a little more coverage without ever looking like too much. It helps cover my melasma but still allows my skin to shine without looking too made up. The combo of these two is my FAVE.

Concealer: Postpartum life has me struggling with hormonal breakouts on my neck and jawline and of course, I need a hand with those bags under my eyes on the mornings following the nights when Coco decided to hang out at 3AM.

Powder SPF: I actually was introduced to this after a facial in Hawaii and I fell in love with the idea that SPF could come in the form of a mineral powder and not some sticky SPF sunscreen. Especially dealing and struggling with the melasma that accompanied my pregnancies, making sure I have good sun protection (and opting to wear a hat) has helped significantly!

Setting Powder: This brand sent me some of their natural makeup to try and I really love this setting powder. It compliments the foundation and concealer above and helps make sure my face isn’t too shiny while helping hold the makeup to last all day! You can use JENNA10 to save 10%. I love this setting powder and haven’t tried the Beautycounter version yet but I will on my next order!

Runner Up: Multi-Action Moisturizer: I really do like this for covering up any blemishes and think it’s an awesome more affordable option for clean face makeup plus it has an SPF in it. I don’t know if I was just one shade off but I felt like I needed to still mix it with one of the above options to match my shade and the coverage I was looking for but it’s still an amazing option.

Cheeks, Bronze, Highlight

If I had to leave the house in 5 minutes, I would do face makeup (the ones listed above) and then throw on some blush and bronzer and call it a day… that’s really what I’d choose. I know some of y’all are mascara girls, but give me a little dimension, a little bronze and I feel pulled together enough to leave my humble abode.

Bronzer: I tried 4 different natural bronzers and they all looked a little claylike or muddy until I found this one. I love the color dune but all of the options are gorgeous and this is truly a bronzer that makes you look sunkissed without looking too contoured. I’ll hit right below my cheeks, my forehead, my jawline and on either side of my nose with this baby and it looks great!

Blush: I have a toss up between my favorite blush and I seem to go between the two almost daily. My favorite powder blush is this one in guava and then my favorite cream blush is this one in rose glow… the one benefit of the cream is if I’m in a rush, I can just put it on my lips too for a subtle color. They both are beautiful, natural shades and give you gorgeous pink cheeks. A runner up on blush is this one by A’del and I love the bronze kiss, it’s beautiful!

Highlighter: This cream highlighter in pearl glow was one of the first products I got and I love it because it doesn’t look like you just put a bright streak of makeup on your cheeks. It catches the light without looking too obvious and I use it on my cheeks, the inner corners of my eyes, my cupids bow, and right at the tip of my nose. It’s beautiful and so easy to apply (my fave!)


Liquid Powder Eye Tint: This classic sheen shadow is my ultimate fave – The copper bronze shade is the perfect blend for mixing it up each day based on what I’m up to or whatever sort of look I’m going for. Crafted with skin-smoothing horse chestnut flower and antioxidant-rich magnolia bark extract, it’s literally a weightless treat for my eyelids!

Brows: Okay, people ask me about my eyebrows all of the time (and yes, they are au natural) but I do help them out a little bit. The brow gel is awesome for people who need a little more dimension, my brows are actually pretty coarse so I only use this if I’m doing a really light makeup to accentuate my eyes more. Word to the wise: go light on this because it can get a little flaky and flaky brows are no bueno! The other bit of makeup I use for my brows is the brow pencil and this is perfect for filling in the areas that need it and I LOVE the little eyebrow comb that’s on it to comb through my eyebrows.  I personally prefer the pencil to the gel!

Mascara:wanted to love Beautycounter mascara but I just didn’t…. I don’t know what it was about it but I felt like it always smudged or it didn’t totally coat my lashes as well as others and so mascara is the one area that I still haven’t found a perfect non-toxic option for which is a bummer. I am just ordered a tube of Juice Beauty mascara and I’ll report back soon!


Lip Balm: It’s no secret that my fave lip balm is Primally Pure and I have it ever iteration and have them planted all around the house, my car, the diaper bag, my purse… you name it, I can probably pull out a tube of this and this is my go-to from sun up to sun down for chapstick.

Muted Lip Color: I probably get asked about this lipstick in the Tawny Pink shade the most – like when I wear it, I get a bunch of DM’s asking me the exact color and to be honest, it’s pretty natural so it always amazes me. This is a perfect everyday color and I only wish I had started wearing it early (trust me, I used to NEVER wear lipstick, what a mistake that was.) The tawny pink is my fave. My other fave is by A’del and it’s the “barely there” shade!

Where to start with natural makeup

My three favorite brands that I’ve tested and shared above are: Beautycounter, W3LLPeople, and A’Del Natural Cosmetics. It honestly was hard to figure out what I loved, what didn’t work for me, and where to really start in order to make the shift.

It’s overwhelming when you really start digging into all of the natural beauty world. You might feel like I did and want to grab a big trash bag and throw everything away – I know that’s tempting – but what I would recommend is just start small. Finish the products you have so you aren’t wasting them and then when you run out start to make better swaps. For me, I felt really passionate about transitioning the products that sat on my skin so my face makeup was the first swap I made and it took me awhile to find the combination that gave me enough coverage.

One thing I love about the products I recommended is that Beautycounter has a thing called “Flawless in 5” which is their 5-minute makeup solution and I was pretty leery and skeptical of it at first but I found myself actually following through with it in this new season as a mama. The collection costs $150 which I know is not cheap but it gives you everything you’d need to start your clean makeup routine from foundation to concealer to blush, brows, mascara, and lips! This is an awesome place to start if you want to dive in and clean things up and what I usually bring when I travel!

Want more all-natural non-toxic beauty recommendations? 

Click here to see my favorite skincare products that I swear by

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  1. Lisa Lander says:

    WOW! Im not one for a lot of makeup but I must say you look wonderful and natural! I might have to try out these!

  2. jenae hennessey says:

    I use primarily Beautycounter makeup but don’t like their mascara at all either. I really like Thrive causemetics liquid lash extension mascara and lily lolo. Hopefully you find something you love!

  3. […] swing, and celebrity endorsements like this one with Amy Shummer and now my personal business guru Jenna Kutcher has hopped on board.  I am getting A LOT of questions about the business side of […]

  4. Rochelle Dale says:

    If you are wanting clean cosmetics you really need to try MisMacK clean cosmetics. You will be hooked. Check it out

  5. Megan Burgi says:

    Personally I LOVE MisMack Clean Cosmetics!! I just did the switch and I feel amazing about my (now more conscious) choice, My skin has been thanking me too. These are now my go to Canadian made products which are cruelty free and vegan.

  6. Eileen Fein says:

    Thank you so much for all these top picks! I love trying new makeup..and I need new options as my skin has changed once again as I hit a new decade in life.

    Try Wander Beauty’s volume and curl mascara…THE best having extensions:

  7. peter says:

    great post

  8. Chloë says:

    🤩Yesss! Tysm for sharing!

  9. Erica Williams says:

    Great article.


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Before you get any further... Hi! I'm Jenna Kutcher!

A small town Minnesota photographer, podcaster, educator and puppy rescuer, my happiest days are spent behind my computer screen sharing my secrets with the world. I'm glad you're here.

I’m an expert at online marketing, a nerd when it comes to the numbers, and my obsession is teaching others how to make a living doing what they love (without it taking over their life). 

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