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Finding natural, non-toxic makeup that looks and lasts as good as your favorite traditional makeup brands can be a challenge. I am always on the hunt for healthier alternatives to skincare and cosmetic products that actually work – so when I find one, I like to share it! One natural makeup brand that I’ve recently tried is Toups & Co Organics. Here is my honest, unbiased opinion of three of this brand’s makeup products.
What Is Toups and Co Organics?
Toups & Co Organics is an online skincare company founded by Emilie Toups and focused on using natural, ethically-sourced ingredients like 100% grass-fed tallow, cold-pressed organic olive oil, and essential oils to create non-toxic skincare, cosmetic, and personal care products. Toups & Co Organics offers a range of products for the whole family, from baby skincare bundles to organic makeup to natural deodorant.
As of this writing, I have personally tried three Toups & Co makeup products and share my honest opinions and insights below.
Toups & Co Liquid Foundation Review
The Toups & Co Liquid Foundation comes in 12 shades and is packed full of ingredients that are beneficial for your skin. Here’s the full ingredient list:
Aloe Vera Leaf Juice, Water, *Glycerine, *Rice Powder, Boron Nitride, Candelilla Wax, Squalane, *Shea Butter, *Chamomile Hydrosol , Sunflower Lecithin, *Tocopherol (Vitamin E), *Vanilla Planifolia, *Oregano Leaf Extract, Thyme Extract, *Olive Leaf Extract,*Rosemary Leaf Extract, Lavender Flower Extract, Goldenseal Root Extact, [+/- May Contain]: Non-Nano Titanium Dioxide (CI 77891) Zinc Oxide (CI 77947), Iron Oxides (CI 77491, 77492, 77499). *Certified Organic
What I Like about It
There’s a lot to like about this liquid foundation! I’ve been using it for several months so I could provide an accurate and honest review. Here are the highlights of the Toups & Co Liquid Foundation:
- Samples are available. I love that you can order a sample set for a few dollars before committing to purchasing the whole bottle. I’ve wasted a lot of money with other brands that only allow you to “virtually” try on different shades, which never seem to match my skin tone.
- Great for sensitive skin. I have sensitive, acne-prone skin, and I can confidently say that neither of those skin concerns have been an issue with this foundation.
- High-quality packaging. Toups & Co doesn’t skimp when it comes to packaging. This foundation comes in a glass bottle with a quality pump that dispenses the exact amount of makeup you need for a single application.
- Lightweight and long-lasting. This foundation goes on very smoothly and feels so lightweight, almost like you’re not wearing any makeup at all. Plus, it lasts all day long.
What Could Be Better
Truthfully, there’s not much I don’t like about this foundation. While it is on the expensive side, the price is on par with many big-name brands, yet the ingredients are much better for your skin. The one downside I would add about the Toups & Co Liquid Foundation is that it is labeled as “full-coverage,” but I wouldn’t necessarily call it full-coverage compared to other brands. That said, the tradeoff is its super-smooth, lightweight feeling that you generally don’t get with a true “full-coverage” foundation.
Toups & Co Mascara Review
It can be tricky to find a natural mascara that actually works well. This option from Toups & Co is one of the best non-toxic mascara options that I’ve tried – and I’ve been through quite a few. Here’s the full ingredient list:
Spring Water, *Chamomile Hydrosol, *Zea Mays Starch, Carnauba Wax, Mica (CI 77019), *Coffea Arabica Powder, *Rice Powder, *Sunflower Seed Oil, Lecithin, Sunflower Tocopherol (Vitamin E), *Oregano Leaf Extract, Thyme Extract, *Cinnamon Bark Extract, *Rosemary Flower Extract, *Goldenseal Root Extract *Lemon Peel Extract, Vanilla, [+/- May Contain]: Non-Nano Titanium Dioxide (CI 77891), Iron Oxides (CI 77499, CI 7749, CI 77492). *Certified Organic
What I Like about It
I really love this formula for several reasons:
- It lengthens and volumizes lashes nicely. This mascara really does what it’s supposed to do, which is make your lashes stand out while still maintaining a smooth, natural look.
- It lasts all day. This mascara is one of the longest-lasting natural options I’ve ever tried.
- It’s easy to remove. This mascara comes off easily with a little water and facial cleanser – you don’t need to buy anything special to remove it.
What Could Be Better
Again, there’s not much I don’t love about this mascara, but there are two main downsides, in my opinion:
- It comes in a small container. For the price, this mascara tube is on the smaller side, so I find a single tube doesn’t last quite as long as other brands.
- It can irritate your eyes. On some rare occasions when this mascara got in my eyes, it was slightly irritating.
Toups & Co Eyeshadow Review
As of this writing, I’ve only tried one Toups & Co eyeshadow shade: Cashmere. But it comes in 16 earthly shades as singles, or two pre-selected palette options. Here’s the full ingredient list:
*Organic rice powder, mica, magnesium stearate, *organic grape seed oil, *organic oregano leaf extract, *organic thymus thyme extract, *organic olive leaf extract, *organic rosemary leaf extract, *organic lavender flower extract, *organic goldenseal root extract, *organic jojoba oil, non-GMO tocopherol. [+/- May contain]: non-nano titanium dioxide (CI 77891), iron oxides (CI 77491, 77492, 77499) *Certified Organic
What I Like about It
Eyeshadow can be another tricky cosmetic item to find that is both highly-pigmented and contains natural ingredients. Here’s what stands out to me as big benefits of the Toups & Co Organics eyeshadow:
- It’s available in single shades. I love that you can choose to purchase only a shade or two if you prefer, rather than having to buy a whole palette of colors you likely won’t use.
- It lasts all day. It’s really difficult to find a natural eyeshadow that doesn’t fall off nearly immediately after applying it, but this one easily lasts all day.
- It’s easy to remove. Like the Toups & Co mascara, this eyeshadow comes right off with some water and facial cleanser.
- It doesn’t cause irritation. I haven’t noticed any signs of eye irritation using this eye shadow.
What Could Be Better
There are just a few downsides to the Toups & Co Organics eyeshadow to note:
- It’s not as pigmented as other brands. I have only tried the one shade, so take this with a grain of salt. But the shade that I did try wasn’t as pigmented as other brands I’ve tried.
- The packaging isn’t the best for travel. The single eyeshadow comes with a removable cardboard insert so you can drop the circular eyeshadow insert inside. While this is just fine for at-home use, it’s not the best for travel, as the thin cardboard is susceptible to damage.
Toups & Co Tallow Balm
The 100% grass-fed tallow balm is one of Toups & Co’s skincare staples, so I gave it a try. I have very dry skin that gets even dryer when working outside, so I’m always looking for a moisturizer that actually works. Just looking at the short ingredient list, I was immediately intrigued by this product. I tried the vanilla almond tallow balm, which only contains four ingredients: Grass-fed tallow, organic olive oil, almond extract, vanilla planifolia.
What I Like about It
I tried the Toups & Co grass-fed tallow balm for two weeks before writing this review. Here’s what I like most about it:
- It provides deep hydration. This is a thick moisturizer that does what it’s supposed to — hydrate your skin. I apply it to my hands at night and by the morning, they are soft and supple.
- It doesn’t cause irritation. With just a few simple ingredients, it’s easy to see why this moisturizer doesn’t irritate my sensitive skin — a quality that can be hard to find in skincare products.
- It smells amazing. Okay, this is truly the best-smelling moisturizer I have ever used! It’s light, refreshing scent comes from the almond extract and vanilla, so it’s not a fake, synthetic scent, either. It smells like a spa as soon as I open the jar!
What Could Be Better
As much as I love the tallow balm so far, there are a couple of downsides to note:
- It leaves a greasy residue. This is definitely a moisturizer that I would recommend for nighttime use, as it does leave a bit of a residue on your skin after applying.
- Might be problematic for acne-prone skin. If you’re like me and have skin that’s prone to breakouts, I wouldn’t use this as a face moisturizer just because of how heavy it is, which could lead to clogged pores and breakouts.
- Not vegan. This isn’t necessarily a downside to this product overall, but if you are looking for vegan skincare, tallow products aren’t going to be a good fit for you.
Toups & Co Natural Deodorant
I am always on the hunt for the best natural deodorants out there, and while I do really like Schmidt’s, I love it when I can find a small business to support (Schmidt’s is now a subsidiary of Unilever). Overall, I am impressed with Toups & Co’s natural deodorant, although I can’t say for certain that it entirely beats out Schmidt’s.
I tried the lavender-scented deodorant from Toups & Co. Here’s a full list of ingredients for that product:
100% grassfed tallow, organic arrowroot powder, magnesium hydroxide, organic virgin coconut oil, organic lavender essential oil
What I Like about It
Like the tallow balm, I tried this deodorant for two weeks before writing this review so that I could be as honest and transparent as possible. Here’s what I loved about this natural deodorant:
- It lasts surprisingly long. One of the most challenging qualities to find in a natural deodorant is long-lasting sweat protection. This product surprised me with its ability to last all day, even after doing barn chores.
- It doesn’t cause irritation. Formulated without baking soda or other harsh ingredients, this deodorant doesn’t cause skin irritation or rashes, which is a common problem I bump into with other natural skincare products.
- It smells great. Like the tallow balm, this deodorant is naturally scented with lavender oil, giving it a light, pleasant smell without synthetic fragrances.
What Could Be Better
In my opinion, this deodorant is neck-and-neck with Schmidt’s for the top spot of “best natural deodorant!” There are just a few small things holding it back:
- It doesn’t go on as smoothly as I’d like. This isn’t a deal-breaker by any means, but this deodorant isn’t quite as smooth of an application as Schmidt’s.
- High price point. At $18 a stick, this natural deodorant is on the pricey side, although its list of high-quality natural ingredients are worth paying a bit more for.
Bottom Line: Is Toups and Co Organics Makeup and Skincare Worth It?
Overall, I’m really impressed by the natural makeup and skincare products I’ve tried from Toups & Co Organics and will definitely be re-ordering. While I can’t speak to other products that I haven’t tried yet, I can speak to the overall quality and value for the price of the brand as a whole.
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