Au Naturale Cosmetics Is Coming to a Whole Foods Near You – Allure Magazine
I’ve got some exciting news for makeup lovers who also shop at Whole Foods — or for anyone who’s strolled the aisles of the store with an armful of avocados, wishing they could pick up some lipstick as organic as their groceries: This month, indie beauty darling Au Naturale Cosmetics is launching in Whole Foods, bringing with them the vivid lipsticks, spill-proof powders, and creamy, long-lasting eye shadows that green beauties have loved since the brand’s beginnings in 2011.
This is huge, not just for Au Naturale, but for consumers who have been looking for beauty products that are safe, glam, and readily available. In Whole Foods, one can now grocery shop and test out lipsticks shades in one fell swoop. It’s a real game changer for green beauty.
Founder Ashley Prange and her team make Au Naturale in Green Bay, Wisconsin, and the line has grown from 12 products to over 200 in the past six years.
Being sold at Whole Foods is a new milestone for the brand, which was previously available on their own e-commerce site, and in a few spas and doctor’s offices in the U.S, Canada, Mexico, and Europe. After adding freepeople.com and Petit Vour as e-tailers over the summer, the brand’s availability at Whole Foods stores is an exciting next step, allowing more customers to be able to test out colors and textures in person before making a purchase. “Makeup is one of these things that I feel like a true aficionado would want to play with and see how it works,” says Prange.
And, of course, it’s not just about being in any brick-and-mortar retail outlet. Whole Foods, specifically, is a great match for Au Naturale’s ethos.
“We’re really excited to be partnering with them,” Prange continues. “I really do think that their standards speak to people, and I think that they’re the right partner for us for the future.”
No longer are clean beauty products relegated to internet-only sales or specialty boutiques, nor are they just the low-tech, ineffective options they were years ago. Au Naturale is one of several new brands that can compete with conventional beauty companies while being safe at the same time. In a world where people are still putting talc powders on their bodies, despite what we know about the risks, this is crucial.
Prange knows the value of partnering with Whole Foods. “We’re so excited they really wanted us, and that meant so much to me. They know why we’re special, and they can speak to that, and their staff is going to be able to really understand our mission. And that’s half the battle — making sure you’re partnered with people who get it.”
The brand’s offering at Whole Foods will start with 68 of their products, including their recently-released Su/Stain lip stains, Super Fine Powder Shadows, and the Zero Gravity C2P Foundation collection, in an impressively wide range of shades suitable for all skin colors. While not all of the shades of each of these products will be on display in all Whole Foods stores, customers can still get a feel for texture and coverage, and then order samples or full sizes on line.
For more on the green beauty market, keep reading:
- 19 Green Beauty Brands We Fell In Love With at the Indie Beauty Expo
- 9 Leading Green Beauty Companies Founded By Women
- Meet Katey Denno, the Celebrity Makeup Artist Who Only Uses Natural Makeup
Check out some of our favorite natural beauty products of 2017: