A Makeup Line So Good, You'd Never Guess It's Organic

Most natural cosmetics seem made for hippies. W3LL People is not.
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Michelle Villett
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Most natural cosmetics seem made for hippies. W3LL People is not.

Organic makeup used to really suck.

You know what I'm talking about. Formulas that separate or go "off" super-quickly. Weird shimmery-brown lipstick colours that you would never, EVER wear. And packaging that couldn't hold a candle to YSL

No wonder only the dedicated closet hippie-types among us persisted with it.

But things are getting better—MUCH better!—and one of the brands that is helping is W3LL People.

(You pronounce it "Well," by the way. I asked.)

First of all, look at their cool packaging:

W3LL People packaging

The W3LL People packaging.

I have designer-obsessed friends that would never, ever pick up something like Sappho foundation (which I adore, but has terrible branding). But I can totally see them using W3LL People.

The line is what I'd describe as "eco-luxe". If you're getting a bit of a NARS vibe, well, that's because the founders include an ex-NARS makeup artist, a cosmetic dermatologist and a wellness entrepreneur.

Their philosophy? That organic makeup can be minimalist and stylish, all the while using 100 percent natural and organic ingredients in state-of-the-art formulas. I love that!

I got to know W3LL People through the peeps at The Detox Market in Toronto, who let me play with a little selection of products:

W3LL People

A sampling of W3LL People makeup.

Looks good, huh? I totally dig the idea of using white packaging instead of the predictable black.

You should know that everything is free of petrochemicals, artificial preservatives, GMO, parabens, dyes, fragrance, sulphates, phthalates, glycols and nano particles.

In terms of the colours, they believe in a natural, "no makeup" look, which is right up my alley. So while you can get some decent pigment, this stuff is more about real-girl makeup to look fresh and pretty, instead of the heaviness and theatrics of a makeup-artist brand. 

Here's the lowdown on what I tried:

Universalist Multi-Use Colorsticks

W3LL People Universalist Multi-Use Colorsticks

W3LL People Universalist Multi-Use Colorsticks in 8 Dusty Rose and 7 Creamy Peony.

The Universalist Multi-Use Colorsticks are like a natural version of the NARS Multiple, and can be used anywhere—lips, cheeks, lids. I love that they don't contain any crappy petroleum or silicones. As you can see, they've already been well-loved!

There are three luminous shades (which I assume have a bit of shimmer), and five matte. The ones you're looking at here are matte. They're different from most mattes in that they're not drying at all, nor do they look dry on the lips. 

W3LL People Universalist Multi-Use Colorstick in 7 Creamy Peony

W3LL People Universalist Multi-Use Colorstick in 7 Creamy Peony.

7 Creamy Peony is a beautiful strawberry colour, somewhere in between a soft pink and a red, with a hint of yellow in there to warm it up. I just adore this shade. It's very unique and has a softer, more flattering effect on my pale complexion than the typical brights—although I think it would work on anyone! I prefer this one on the lips as it's a bit bold for me on the cheeks.

W3LL People Universalist Multi-Use Colorstick in 8 Dusty Rose

W3LL People Universalist Multi-Use Colorstick in 8 Dusty Rose.

8 Dusty Rose is more peachy than rose. It's next to impossible to find a pale matte peach that isn't too chalky or '60s-looking, but this one is wonderful and lets just enough of your natural lip colour peek through. Truth be told, I love it on my cheeks the most—it's the ultimate nudey cream blush I've been searching for. (Again, kinda like a NARS Orgasm Multiple.)

W3LL People Universalist Multi-Use Colorstick swatches

W3LL People Universalist Multi-Use Colorstick swatches.

These are the ingredients... I don't love that the first one is a PUFA oil, but oh well.

Vitis Vinifera (Grape) Seed Oil, Cera Alba (Bees- wax), Silica, Mica (CI 77019), Olea europaea (Olive Oil)*, Castor Isostearate Beeswax Succinate **, Camellia Oleifera (Camellia) Seed Oil, Ricinus Communis (Castor) Seed Oil*, Mica (CI 77019), Carthamus Tinctorius (Safflower) Seed Oil (and) Organic Aloe Barbadenis (Aloe) Extract, Essential Oil blend, Tocopherol (Natural Vitamin E), Lysine, Camellia Sinensis (Green Tea)*, Roman An- themis Nobilis (Chamomile)* [+/-: Titanium Dioxide (CI 77891), Iron Oxides (CI 77491, 77492, 77499), Carmine (CI 75470), Manganese Violet (CI 77742)]

Hypnotist Mineral Eyepencil

W3LL People Hypnotist Mineral Eyepencil

W3LL People Hypnotist Mineral Eyepencil.

They only make one eyeliner, and Hypnotist is a soft black that glides on like a dream. Being mineral and chemical-free, it's not waterproof or anything, so it wouldn't be my choice if you want a look that involves precise lines. I prefer it to line the inner waterlines all the way around, and then blend that out with a smudger brush. (Everyone needs a smudger brush!)

Here are the ingredients:

Hydrogenated Vegetable Oil, Rhus Verniciflica Peel Wax, Hydrogenated Vegetable Glycerides, Hydrogenated Coco Glycerides, Simmondsia Chinensis (Jojoba) Seed Oil, Cetyl Palmitate, Caprylic/Capric Triglyceride, Soy Lecithin, [+/-: Titanium Dioxide (CI 77891), Ultramarines CI 77-7, CI 77013, Chromium Hydroxide Green CI 77289, Chromium Hydroxide Green CI 77289, Mica (CI 77019), Iron Oxides CI 77489, CI 77491, CI 77492, CI 77499].

Expressionist Bio Extreme Mascara

W3LL People Expressionist Bio Extreme Mascara

W3LL People Expressionist Bio Extreme Mascara.

Like the eyeliner, the Expressionist Bio Extreme Mascara is their only mascara, in black. But for a natural mascara, it's pretty excellent. I personally prefer this type of brush, which separates the lashes for a defined effect. It definitely gives you a more natural, daytime look instead of mega-chunky volume and drama. I've had no issues with smearing or smudging.

W3LL People Expressionist Bio Extreme Mascara (on lashes)

W3LL People Expressionist Bio Extreme Mascara.

These are the ingredients:

Aqua (water), Cera Alba (beeswax), Stearic Acid, Copernica Cerifera, Cera/Copernicia Cerifera (Carnauba Wax), Castor Isostearate Beeswax Succinate, Glyceryl Stearate, Glycerin, Benzyl Alcohol, Dehydroacetic Acid, Xanthan Gum, Cellulose, Sodium Hydroxide, Hydrogenated Palm Glycerides, Tocopherol, Helanthius Annuus Seed Oil/ Helanthius Annuus (Sunflower) Seed Oil, Geraniol, Limonene, Parfum.
May contain (+/-): CI 77499 (Iron Oxide).

Bio Brightener Powder

W3LL People Bio Brightener Powder

W3LL People Bio Brightener Powder.

Last up is the Bio Brightener Powder, which is a loose, transparent powder that gives you a tiny hint of radiance. You know how I hate shimmer, so I was slightly afraid that it would look glittery and obvious. But no—the radiance is very, very subtle. On the flip side, it's not super-mattifying. It does reduce shine a bit, but if you have very oily skin, you'll probably want something that is specifically formulated as a setting powder.

These are the ingredients:

Serecite, Silica, Mica, Iron Oxides, Titanium Dioxide, May contain Ultramarine Blue, Ferric Ferrocyanide, Aloe Barbadenis Powder (Aloe)*, Matricaria Recutita (Chamomile)**, Camellia Sinensis (Green Tea)* *USDA Organic, **QAI

Where To Buy

Find W3LL People at:

Have Your Say

Have you checked out W3LL People yet? Which products are your favourites? Any other eco-luxe lines I should try?