Colorants: High-Performance Pigments for Vibrant, Clean Beauty

At A Glance

Quick Facts About Colorants

• Delivers bold, high-impact color to enhance vibrancy, radiance, and dimension in makeup.
• Includes mineral and synthetic pigments chosen for purity, performance, and safety.
• Improves formula performance, preventing fading and dullness over time.

What are Colorants?

Colorants are the pigments and dyes that bring makeup to life. Found in everything from eyeshadow palettes to mascaras, lip oils, and bronzers, these ingredients create the full spectrum of color seen across clean beauty. Common colorants include Titanium Dioxide (CI 77891), Ultramarines (CI 77007), Manganese Violet (CI 77742), Red 6 Lake (CI 15850), Blue 1 Lake (CI 42090), and Yellow 5 Lake (CI 19140).

At ATHR Beauty, we choose both naturally derived and synthetic colorants based on their safety, purity, and performance. Every pigment is ethically sourced, vegan, and never tested on animals, reflecting our deep commitment to clean, conscious beauty.

• ATHR Callout: Our high-performance pigments are not only safe and sustainable—they’re infused with purpose, delivering vibrant color while aligning with our mission of ethical, high-vibrational beauty.

What Do Colorants Do in Makeup?

• Rich Pigment Source – Provides bold, long-lasting color payoff that enhances visual intensity.
• Tone Customizer – Allows for versatile layering and shade-building across skin tones.
• Finish Enhancer – Works with matte, shimmer, and metallic textures to build multidimensional looks.

How Do They Work?

These carefully formulated pigments:

• Deliver high-impact color, ensuring smooth application and long wear.
• Absorb and reflect light to create specific hues, depth, and vibrancy.
• Connect color to self-expression – Pigments are often associated with creativity, transformation, and energy, adding intention to every makeup ritual.

This is why colorants are essential in makeup—they don’t just provide pigment, they unlock self-expression, confidence, and creativity.

Why They’re Unique

• High-performance and stable – Formulated for fade resistance, intensity, and long wear.
• Inspired by creative expression – A reflection of personal style, identity, and energy.
• Versatile across finishes – Compatible with mattes, shimmers, metallics, and more for multidimensional payoff.

Colorants are at the heart of ATHR Beauty’s radiant, expressive color collection—both scientifically advanced and spiritually elevated. All pigments are ethically sourced and cruelty-free to support our clean beauty mission.

Are They Safe?

Yes! Every pigment used by ATHR Beauty is approved by the FDA, EU Cosmetic Regulation, and CIR, and is rigorously tested for safety, purity, and performance. They’re formulated for all skin types and always meet global cosmetic safety standards.