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Since you're already stocking your closet and treatin' yo self with Mother Earth in mind, it's time to clean up your skincare routine, too. Now that green beauty has gone from a marketing buzzword to a real movement, there's a new crop of players changing the game of natural and eco-friendly products.
From a superfood-powered skincare brand to a company that creates "energy-charged" elixirs that keep your skin toned, see four cruelty-free LA-based brands that are helping beauty buffs celebrate Earth Day every day.
Why: Aloe vera's already famous for treating sunburns and skin conditions, which is why it's one of the main ingredients in 14e's all-natural products. This non-toxic, paraben-free, and cruelty-free line's nourishing foundation (available in five shades) keeps skin moisturized, protects from the sun with SPF 23, and helps prevent acne; while its sheer tints offer the perfect amount of light coverage and SPF 10. The brand officially launches April 25th; get to know its founders and shop the line before then during tonight's launch party at Echo Park's Shout and About (1547 Echo Park Ave.) from 6:30 to 8:30pm.
Brand: Youth to the People
Why: Skincare has been in the family for the botanical brand's cousin founders, who've extracted the good stuff from our favorite superfoods to create a line of anti-aging, antioxidant-rich, and cruelty-free products. Its cleanser and cream are packed with vitamins from kale, spinach, and green tea that restores and protects skin from free radicals, and everything's free of sulfates, pthalates, synthetic fragrances, and more no-no additives. We also love that the new Cali-made line bottles everything in glass and in small batches.
Price: $36 (Age Prevention Cleanser) to $62 (Firm and Brighten Serum) or $124 for set of all three products
Brand: Pure Potions
Why: Launched in winter of 2015, the company combines the powers of ancient herbs (like ashwagandha and astragalus roots) and ingredients you see in grocery aisles (vanilla bean, cinnamon, and more) to create its line of "energetically-charged" elixirs that can be blended into smoothies. The "Beauty" potion promises to tone and brighten the skin, "boost overall nervous system function, and help promote collagen production" using a blend that includes rose petals and reishi mushrooms.
Price: $55 each or $150 for set of all three herbal elixirs
Why: Adventure seekers (and festgoers) will want to stash the LA-made, San Diego-bred brand's organic sun paste into their carryalls. SPF 50 protects your skin from harmful UV rays, while food-grade ingredients make this non-chemical sunscreen non-toxic, kid-safe, and "reef safe."
Price: $18 to $28