Conscious, Intelligent Beauty: How Aleph Came to Be

Conscious, Intelligent Beauty: How Aleph Came to Be

October 04, 2018

The challenges facing our health and that of the planet are real, so our collective response needs to ensure we are all part of future-proofing the world our children will inherit. That’s how Aleph began.


The ritual of wearing makeup is about celebrating and enhancing natural beauty throughout a person’s lifetime. And that’s where the makeup story comes undone.

Today’s beauty products are predominantly and overwhelmingly harmful. Ingredients used by the majority of the world’s most dominant beauty brands have been directly linked to a variety of cancers, premature skin ageing, skin conditions such as eczema and psoriasis, and hormone disruption - even attributed by scientists to the modern wave of “unexplained infertility” prevalent in the Western world.


Some ingredients used in makeup are so very toxic that when they are inevitably washed down drains they continue to cause irreversible devastation. Toxins end up in our soils, rivers and oceans, fragile ecosystems and wildlife, and full circle to humans eventually re-consuming the poisons.

The no-go list is pretty extensive with some of the worst offenders prompting some governments to enforce a warning of potential to cause cancer but those only count a small fraction of the harmful substances we’re exposed to on a daily basis.

Chemicals like phthalates are potent hormone disruptors and are epigenetically toxic. These are prevalent (though rarely listed) in nail polish and fragrance, which can appear in anything from perfume to lipstick.

BHAs and BHTs are found in lipstick (along with high levels of toxic heavy metals, mercury and lead) and directly absorbed through skin and ingested by wearers.

Talc is often used in cosmetic powders and strongly believed to be associated to ovarian cancer due to asbestos contamination. And parabens have the ability to bind to estrogen receptors causing potential hormonal havoc.


Wearing makeup is meant to be a beautifying experience, instead our pursuit of beauty is causing a world of harm.

The good news is that consumers have the power of choice and eliminating harmful chemicals from personal care and beauty products is proven reduce the body’s toxic burden.

Aleph was born from a deep, impassioned, urgent concern about reversing this abuse of human health, and the wellbeing of the planet and its inhabitants’.


Aleph’s products needed to be kind to people, packed with potent, clean ingredients that nourish, nurture and protect. It had to be kind to animals, which are cruelly and unnecessarily used as ingredient sources and in product and ingredient testing. And it had to honour the planet we have the privilege to live upon.

Natural makeup brands do exist, as do cruelty-free brands, and vegan brands. But no one brand ticked all these boxes: natural, cruelty-free, vegan and luxurious. And very few brands stretch its considerations to the sustainability and lifespan of every packaging component, and the wellbeing of the people sourcing the ingredients.

Aleph does.

Aleph is intelligently crafted makeup that is luxurious, protecting and regenerating at a cellular level. It’s a professional, high performance, minimal makeup range that consciously declares every ingredient, and the complete manufacture and packaging process, so you can choose to keep your conscience clear.

It is made with care in New Zealand for people that care about the health of themselves, animals and the planet.

Less is more. Less is best. Less is Aleph.

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