I’ll be the first to admit it, however reluctantly: Vanity can sometimes get in the way of good, earth-friendly intentions. Of course, I want to be part of the faction that contributes to saving the planet rather than destroying it, but I also sometimes spend 45 minutes in the shower. It can be challenging to alter your behavior in ways that benefit the greater good but feel like personal sacrifices. I’m still working on that.
There’s one area, though, in which going “green,” or at least inching closer to it, shouldn’t feel like a sacrifice. As recently as a few years ago, having a natural, earth-friendly beauty routine limited you to, like, three brands that were just OK, with colors and textures and packaging and scents that paled in comparison to your eco-unfriendly favorites.
And then things got better—much better. If anything, the general consensus is that we’re gravitating more toward the new legion of high-end, high-quality, earth-friendly beauty brands than we are the old stuff that ends up in the ocean choking dolphins and stuff.
These newer, more guilt-free products also happen to be really, really good—here are just 20 of them.
Finally: a hydrating, intensely pigmented range of lipsticks made with 99-percent natural ingredients (and 100-percent cruelty-free). Bonus points for the sleek, witchy packaging. Rituel de Fille Forbidden Lipstick, $23
This finely milled swirled powder blush started out as a cream, which is why it feels so silky and weightless on skin. Antonym Baked Blush, $36
Long-wearing enough for cheeks, creamy enough for lips, it's the one-step shortcut to a healthy flush. lilac b. Divine Duo, $46
Ditch harsher scrubs in favor of this gentler—and, let's face it, better—formula, which exfoliates with jojoba beads and draws out impurities with red clay. Acure Pore Minimizing Facial Scrub, $13
Buildable coverage plus calming, hydrating, pore-shrinking skin-care benefits—what more could you need? ILIA Vivid Foundation, $44
Serum primer, primer serum, whatever you want to call it—this one makes skin downright radiant. Not quite as radiant as brand ambassador Gwyneth Paltrow's restrictive diet could make you, but still. Juice Beauty Phyto-Pigments Illuminating Primer, $36
Use it on its own for lips, cheeks, and eyes or use it to add a warm rose-gold boost to any other makeup you already own. Genius. RMS Beauty Master Mixer, $38
Who doesn't love Tata Harper… and a good anti-aging serum that smells just like the imaginary flower garden in your head? Tata Harper Rejuvenating Serum, $158