Beautycounter's New Lip Sheers

When Beautycounter launched skincare last year, it made headlines for its newfangled approach to clean ingredients, coupled with its old-fashioned approach to selling. The US bans 11 ingredients from cosmetics; Beautycounter refuses to negotiate with 1500, preferring the words ‘clean’ and ‘safe’ to ‘green’. You can shop their beautifully packaged products on their site, or through ‘consultants,’ the same kind of direct sales model employed for everything from Tupperware to Mary Kay. (Of course, the fact that the products work didn’t hurt either.)

Now the brand’s applying their obsession with safe ingredients to cosmetics. “I’ve been working on this for two years,” makeup artist and VP of Creative Design Christy Coleman says of the Lip Sheers ($28), launching today. A few years ago Coleman, who works with Miranda Kerr, Connie Britton, and Heidi Klum, started to rid her makeup kit of anything toxic, making her one of the world’s leading clean artists. So when Beautycounter called, wanting to launch both skincare and cosmetics full of only the safest ingredients—safe for both people and the environment—the relationship was a no-brainer.

The idea was to launch an entire colour collection at once, but the ingredients screening is so strict that only the Lip Sheers have passed (the full collection should be ready by this time next year). There are six colours, ranging from the virtually nude Petal to berry-like Plum, all of which can be layered—for sheer to nearly opaque coverage—and used to create a natural flush on the cheeks, too. Bonus? They’re gorgeous, and they smell delicious. “I searched for a year for the right scent,” says Coleman. “I knew that I wanted it to be vanilla, but we obviously can’t use a synthetic vanilla, so we found one from Madagascar that’s very sophisticated.” A clean lipstick that looks, feels, and smells glamorous? Not a bad start.