Let’s discuss the term intelligent beauty. It’s an ethos that describes luxury combining with nature, beauty merging with the environment, and glamour partnering with sustainability. This is the Aleph ethos: intelligent beauty underpins everything they do.

I’ve known founder, Emma, since mid 2017. We met on a Good Magazine photoshoot. We chatted so much during the shoot, that we forgot we were working; Emma and I stayed in touch. From the get go, I knew she was a woman who had an agenda to change the beauty industry for good.

When Emma hinted her own makeup range, I followed closely to see it evolve… now Aleph is born: I’m beyond impressed.

Aleph is built on a few core values:

• Cruelty Free

• Vegan

• Toxin Free

• GMO Free

• Child Labour Free

• Sustainable Packaging

Aleph has launched with three key products:

~ Concealer/Foundation ~ Cheek/Lip Tint ~ Brush ~

I’m not a super girly makeup girl. I wear makeup approximately 3-4 times a week, and when I say makeup: I mean a dash of foundation or BB creme, and some mascara. It’s rare you’ll find me with anything extra. I’ve been using the three Aleph products for the past 10 days, during my travels in Australia. The first time I tried them, was at Brisbane airport whilst boarding a plane to Cairns. I needed a quick pick me up after being up at 3:30am, and hardly having time to wash my face, let alone put makeup on.

This is what I noticed when first using Aleph products:

• The pots were small and sat easily in my handbag so I could whip them out before boarding my second plane

• I wasn’t worried about them breaking open and getting everywhere, because of the strong glass the products come in

• The concealer breezed onto my face with the brush

• The brush felt so good I wanted to keep applying it, just for the feels

• The cheek/lip tint was super strong, so I only needed a touch

• The colour was perfect for both my cheeks AND lips

• It took 3-5 minutes

I was all poised and ready to give Emma some constructive feedback, to help with the fine tuning, but the only thing I had was that the words on the bottom sticker which state the name of the product, comes off quickly. That’s it (and that’s a usual phenomenon with makeup and hot climates!).

From then onwards, I’ve used the concealer for little touch ups during the day, on it’s own when I’m lazy (but it really does the trick!), or paired with a full foundation for a heavier look.

You may be thinking that I’m easily pleased when it comes to makeup, because I’m not an avid makeup wearer. Ahhh, but on the contrary: what I wear really matters. I don’t have the time or inclination to carry a bag full of products on my travels, or even store it in my cupboards (#minimalism).

The makeup I own is important to me.

Aleph will be a constant in my makeup cupboard.

On a final note, before I head off to apply my concealer before an evening event, I totally admire the processes Aleph have in place for colour testing, so products are not wasted.

Potential customers are able to have a ‘colour consult’ with Emma herself! Plus, when you order a product, you’re sent both a sample size of that colour, plus an extra of another colour of your choice. This ensures you do not have to open a full product that will go to waste. Test the sample size first, and if it’s not for you, have it replaced with the right colour, free of charge.

Use code ETHICALLY7HJ3 for 10% off.

Find your Aleph colours here.

As a rule, I only work with brands I love, use, and can whole heartedly back. This is a sponsored blog (I can't pay my electricity bill with free natural beauty products), but 100% my own words, photos, and opinion.