My name is Tiila (pronounced Tyla) and I want you all to know who is behind ĀTHR Beauty (pronounced Ather). I started ĀTHR Beauty after being a product developer for Sephora for over 7 years.
I Knew The Industry Could Do Better.
Zero waste and non-toxic makeup. I knew it was possible and I left to prove it – all on my own (a total real #girlboss)! I do not compromise on anything when developing makeup products. I do not compromise on formula or efficacy. I do not compromise on packaging.
Did you know mirrors and magnets are completely unrecyclable? Neither did I until I visited and toured a local recycling facility. I knew I didn't want to create anymore products that would end up in a landfill. I wanted each product to easily be recycled. The EPA has stated that 1/3 of the landfill is from personal care. One third. That is not ok in my book. So I even researched and met with packaging experts to even make sure the paper I used and inks used could easily be recycled back into the system. Just because something is paper doesn't mean it can get recycled. The inks affect if it can even be recycled as well. In the end I was able to develop completely eco-friendly packaging for a zero waste eyeshadow palette, a first for the makeup industry. I even won an award for it already with Mind Body Green! My palettes can easily be recycled by popping out the pans (when you have hit the pan!) and recycling the paper and aluminum pans separately. Then cut the elastic off and reuse it as a hair tie. I don't know about you, but I'm constantly losing my hair ties.
ĀTHR Beauty bans over 1400 chemicals in our formula vs the USA regulation, which only bans 11. The last update to the Cosmetic Laws were in 1938. Back then they banned 11 ingredients and it hasn't been updated since. Since 1938 there has been over 16,000 chemicals used in the cosmetic industry. Take that in: 16,000! The word 'chemical' gets a bad rap. Chemical free is not possible. Even natural products are a chemical. Everything is a chemical. Just because something is of natural origin, does not mean it's actually a safe chemical to use on your skin. Tar, asbestos, lead are a few natural ingredients that you would never want in your products, but those are natural. I believe in science. We have actually come a long way when it comes to actual safe chemicals and ingredients in beauty. Each chemical used for ĀTHR Beauty products is personally vetted by myself, so you don't have to worry. I always check numerous resources like the Environmental Working Group to make sure each ingredient is safe to use. After all, I wear this stuff everyday myself.
ĀTHR Beauty is and will always be vegan, cruelty-free, clean (and sustainable!) with organic + fair trade ingredients when possible. Packaging is made with recycled materials and will always be 100% recyclable.
Good for you, good for your skin, good for the planet #goodvibesbeauty
