ALL TIGERS is first and foremost the commitment of a natural formula. So what's a "green" red?
A lipstick is the combination of a base (about 80% of the formula) and a combination of colored pigments (about 20% remaining). However, most of the industrial lipsticks in the market have a formula made essentially of chemicals: petroleum derivatives, silicones, synthetic filters... During her lifetime, a woman will ingest up to 2kg of lipstick... Might as well say "bon appetit"...!
There are quite a few alternatives: some brands offer lipsticks with much more natural formulas, some certified organic, but it is not possible to say that they have worked their way up on the market... The ALL TIGERS ambition is to change things.
The natural lipstick by ALL TIGERS
The concept of "natural" is not always very clear in cosmetics, and it is always better to look more closely at the way a brand formulates their product. Right off the bat, we made the choice of a base (80% of the formula) that is automatically made of natural origin.
Besides the potential health effects, the big advantage of natural is comfort. In a regular drug store lipstick, petro-chemical oils remain on the surface of the lips without nourishing them. The base of our lipstick is a mix of vegetable oils (castor, coconut, jojoba, sunflower...), wax of carnauba and Aloe Vera for a nutritious and comfortable formula.
Why ALL TIGERS is concentrated in organic ingredients, but doesn't have an organic label
To go further in our commitments, we have selected ingredients from organic farming, which account for 30 to 40% of the final formula. Wait, 30% to 40% organic ingredients, and yet the range is not certified organic (the big bosses require at least 20%)? We gave the project up because despite the concentration of organic ingredients, there are very specific rules, like precise specifications on the rest of the formula, and it is especially restrictive for the color pigments allowed.
There is a particular pigment on which we wanted to really be free to decide for ourselves and make our own choices. The red pigment allowed by organic repositories is a pigment extracted from the cocaterpillars. Did you know? A charming little insect – only females – has the particularity, or rather the misfortune of producing a natural red pigment, used in cosmetics or food. To extract it, it must be scalded, dried, crushed... Hum... Natural, certainly, but rather cruel, and neither ragweed nor vegan. Seriously, who wants to put that on their lips? And what would be the meaning of Participating in the protection of an animal on one side, and slay thousands more? This is not the direction we have chosen, period. And oh-well about the organic label.
And among our other beliefs, it seems essential to offer a palette of colors worthy of a makeup artist. As a result, to avoid the use of ingredients of animal origins and to have a wide range of shades, we have chosen to also use some synthetic pigments, in addition to natural pigments, which are not in the organic repertoire. The 20% pigments in each formula are therefore a mix of natural and synthetic pigments.
In the end, the formulas are made of -according to each shade- from 82% to 100% of natural ingredients, 30 to 40% of organic ingredients. Quite the accomplishment, thanks to the talent of our natural and organic lab in Italy.
Aside from the choice of pigments, ALL TIGERS follow the rules of organic repositories as much as possible. Dubious or controversial ingredients are excluded. And to do the whole thing, the formula also contains neither essential oils nor gluten. The range is also vegan and cruelty-free, but this will be the subject of another article.
The packaging approach: doing the best
ALL TIGERS also follow the rules of these repositories in our packaging choices: In terms of eco-design, we cannot do miracles but we attempt to make the most reasonable choices. For the bottle of lipstick, all the parts that make it up are authorized materials by the organic reference labels. The cardboard packaging has neither varnished nor metal added to maximize its ability to be recycled. That is good, but it is just the beginning: we can certainly do better and it is an road of continuous improvement for the future.
Whether you are #TeamOrganic or #TeamVegan, the queen of the Jungle is you. Wanna take over ALL TIGERS? One solution: Subscribe now to our Instagram and let your voice be heard. We turn to our community at every key milestone of the brand. Ready to roar? ROAAARRRR!