According to a recent survey by US beauty brand Kari Gran, 49% of US women say it is important to them the makeup products they purchase are all-natural (after hair care, 51%, and skin care, 57%). Moreover, the survey found that 55% of women asked read product labels prior to purchases in order to avoid some specific ingredients, while this number was 62% amongst millennials. 
This month Swiss natural cosmetics brand Weleda became the latest to branch out into make-up, with a range of three tinted lip balms. Containing organic shea butter and jojoba oil and mineral pigments, the balms are designed to smooth and soften lips, while providing sheer colour and a hint of gloss.
While Weleda have just dipped their toes into the natural make-up market, there are many brands offering full ranges of products that claim to be natural, organic and/or eco-friendly.
It is certainly for foundations that this type of claim is the most common.
Mineral makeup brand bareMinerals, for instance, claims that its product is "so pure you can sleep in it." The brand’s loose mineral powder contains just five ingredients and offers SPF 15 sun protection.
However, mineral powders are not the only offer for this segment. Dr. Hauschka, which recently expanded its makeup offering in celebration of the brand’s 50th year, now offers a liquid foundation in seven shades and a compact powder coming in three shades, silicone and mineral oil-free and NaTrue labelled.
Concerns about substances applied around the mouth - especially with regard to lead contamination, even though it’s only a matter of miniscule quantities - is one of the driving forces behind the development of natural lipstick.
Weleda’s tinted lip balms claim to provide a natural look, while German brand Lavera promises something more dramatic with its "Beautiful Lips" range.
Dr. Hauschka’s new colour cosmetics range is consistent with a more general trend in natural make-up consisting in providing additional care benefits. Dr. Hauschka’s organic mascara thus contains rose petal wax to protect lashes, as well as black tea extract to soothe the delicate eye area.
British makeup mineral brand Lily Lolo has developed ranges for all skin types with ingredients “proven to nourish and protect the skin”. The brand’s eyeshadows feature 27 highly-pigmented colours with formulas promising not to irritate sensitive skin.
Founded by make-up artist Rosie-Marie Swift, RMS Beauty offers a range of luxurious products, claiming to be non-toxic and nourishing. The "Un-Cover-Up" concealer is designed to hydrate the skin, while camouflaging imperfections and redness.
Eventually, let’s mention Tata Harper’s Lip and Cheek tint, which combines two products in one. The range of three colours are designed to create a sheer, natural effect, and the "volumising" formula claims to plump the skin.