#goodvibesbeauty - ĀTHR Beauty Blog

As a cruelty-free & vegan brand, we want to do everything we can to end animal cruelty in cosmetics. We're here to share the truth and help you make informed, aligned, and compassionate buying decisions.

Keep reading to find out:

• What ‘cruelty-free’ means and how it can be misused
• How to find cruelty-free products
• Does cruelty-free = vegan or natural?
• The truth about cosmetic animal testing
• What you can do to support a cruelty-free future

Summer is here! And our Summer Solstice palette is back in stock just in time for bonfires at sundown and dancing until dawn.

To celebrate its return, we're showing you how to create three star-dusted Summer Solstice looks

We get asked about mica a lot and we're so thankful that brands, consumers, and the industry are starting to ask these questions. Change can only begin when these issues are brought out of the darkness.

In this blog, we'll chat about:

• What Mica Is + How It's Used In Cosmetics
• Child Labor In Mica Mining
• Our Stance On Mica
• Natural Vs Synthetic Mica
• What You Can Do To Support This Issue

We use a combination of natural and synthetic mica. When we use natural mica, we source only from suppliers in the US or Malaysia. These areas have (and enforce) ethical labor standards which prevent the use of child labor. We avoid all mica from India or Madagascar where labor standards are unregulated and child labor is rampant.

Today’s a special day for us – ĀTHR Beauty’s 1st anniversary! To celebrate, we sat down with our Founder, Tiila to chat about how it all started, the highs, the lows, and what’s coming next!

Today we're sitting down with our own Tiila Abbitt, ĀTHR Beauty Founder, to chat about:

• Her learnings as a Product Developer at Sephora
• How it led her to start ĀTHR Beauty
• What's next at ĀTHR Beauty *Exciting News!*

Natural is good, synthetics are evil. Sound familiar? While we are all about non-toxic, organic, sustainable clean beauty, sometimes natural is not the best option.

Keep reading for:

• Synthetic vs Natural: What do these terms even mean?
• Does Natural = Non-Toxic?
• The Synthetics We Use & Why - Our Vetting Process.

For this blog, we sat down with the brilliant Cassandra McClure - Celebrity Makeup Artist, Educator, Senior Manager at Beautycounter, Creator of LashBinder.com, and Host of the popular Clean Beauty Podcast to chat about:

• What she looks for in an eyeshadow + how our palettes measure up
• Her top tips for application
• How to choose shades for your skin tone and eye color
• How to tie your eyeshadow into the rest of your look & transition from day to night

What we see in these photos is what we wish for you: to feel beautiful, free, uninhibited, and full of joy and light.

Read on to see:

• The shades brought to life through Chelsea's gorgeous self.
• Tips on how to wear the shimmers, mattes, metallics, duo-chromes, and satin shades in your palette. Plus,
• How to embody the Summer Solstice energies in your life.

Today we're diving into the ĀTHR to show you how we created the industry's first fully sustainable, #ZeroWaste eyeshadow palette. 

Why does this matter? 

Waste and plastic pollution is a massive problem in every industry, but did you know that the cosmetics industry alone takes up 1/3 of all landfill space and produces over 120 billion units of packaging?

With all the buzz around vegan cosmetics, it may seem like all your fave makeup items are probably vegan. Because really, what animal product could you possibly need in your eyeshadow? While it’s true, vegan options are growing (by 175% in the last 5 years according to GNPD), the truth is, animal by-products are still very common in cosmetics.

Keep reading for:

• The top 7 non-vegan ingredients you may find in your average eyeshadow, plus
• Vegan alternatives that serve the same purpose + what we use.
• How to tell if a product is vegan.
• Why companies are still using non-vegan ingredients.
• What you can do to help the cause.

Today we’re celebrating Earth Day with the launch of our third crystal-infused eyeshadow palette, Summer Solstice. It is, as always, fully recyclable, completely sustainable, and 100% vegan & cruelty-free. Shadows created to honor and protect this beautiful planet we call home.