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Our Philosophy



The word 'aleph' comes from the Hebrew alphabet. It is an all encompassing expression of oneness.

At Aleph Beauty, we aim to treat all aspects of being as the single most important factor to existence and in this way there is no separation. We as humans cannot BE without the planet.

In harmony with nature. Conscious choice is at the heart of the Aleph Beauty Ethos and underpins everything we do. We believe that luxury and nature can coexist as has done for thousands of years. No one should have to compromise their values when choosing skincare and makeup products. Our promise is to do no harm.

At Aleph, we are on a mission to seek knowledge and expand the potential of natural beauty, and we will be sharing everything we learn with you. We believe makeup is about empowerment, and that true empowerment comes from knowledge so we’re confident in all our choices. This is conscious choice.

A Conscious Journey

Smart. Expert. Considered.We love that consumers are becoming more conscious in their decisions. We honour this by being transparent, showing you every decision and the rationale behind it, the ingredients we use in our formulations, and the packaging we create and how you can recycle or compost every component.

We adhere to conscious business best practises and seek to contribute positively to the creation of a healthy world. We consider every stakeholder in every decision we make, including suppliers, partners, employees, manufacturers, shipping partners and consumers. Every decision has been a conscious one and we have investigated every option available to us, and will continue to do so on this journey with you.

People, Planet and Animal Friendly Beauty

These are the filters through which we make all of our decisions as a business. We believe that through collective conscious business practices, great changes can be achieved in the way we as humans treat the planet, its inhabitants and each other.

Ingredient Selection

All raw ingredients are selected for their function, safety to humans and safety to the environment. We choose ingredients that are strictly not tested on animals, nor will any of our products be tested on animals. This means that we will not sell into China until the mandatory animal testing law is removed.

We endeavour to choose organic ingredients wherever possible. The nature of cosmetic pigments is that they are not able to be classified this way. We favour ingredients with eco certifications such as Cosmos and Ecocert and when these aren’t applicable, we favour 100% natural ingredients.

We don’t use animal products anywhere in our range as we believe that there is no need for the use of animal products in cosmetics and this would in effect take us away from being 100% cruelty free.

We seek out suppliers who share our values for sustainability and while it’s impossible for all companies to hit the mark on all sustainability fronts, we favour those who are making a conscious effort to do the best they can towards a cleaner environment.

The only ingredients considered non natural are the small amount of dyes we use in a few of our Cheek/Lip tints. It is necessary to use these to achieve the depth and brightness of colour required and because we don’t use carmine, a non vegan dye.

Ethical Sourcing

Mica is the shimmering mineral that gives our products glow and colour pigment. There is a huge problem of child labour in the mica mining industry and we ensure all mica used is child labour free.

Palm oil is used widely in the cosmetic and food industry and when produced incorrectly, creates massive destruction to the environment and the habitats of animals and indigenous peoples. We consciously chose to limit the use of palm oil in our products. While there are many alternatives to palm oil, palm oil offers a much bigger yield than other oil producing plants, making palm oil in effect, the more “sustainable” choice. This means that if the attention were to be completely shifted away from palm and onto another crop, there would potentially be far more devastation just with another name.

There are some raw materials necessary for the desired function of colour cosmetics that are only available as a palm oil derivative and in these instances we ensure to use RSPO certified palm oil. We support a future where all crops are sustainably certified.

Supporting Local

Aleph Beauty is made in New Zealand. All aspects of the brand bar core packaging are conceived and executed in New Zealand. In fact, supporting local is so close to our hearts that our current team all fortuitously live within 2kms of each other and Aleph HQ, meaning minimal emissions needed to travel to and from work.

We also use NZ made raw ingredients whenever possible.

Packaging Selection

Our core packaging is made from glass which is reusable and recyclable. Our aim is to create an even more circular system for these glass jars in the near future.

Our lids are aluminium which is highly recyclable. Where we do need to occasionally use plastic as in the cuff on our Serum/Primer bottle, it’s because there was no other option but we ensure it is a recyclable form.

The outer boxes that each product is sold in is made from FSC certified paper, meaning that from forest to shelf, exacting social and environmental guidelines are complied with. These are then printed with vegetable ink and glued with a vegan glue. These boxes are home compostable as are our postage and packaging materials and the stickers on the base of the jars.

Our Sustainability Mission

We are passionate about creating a better planet with a future everyone can be proud of. We fervently believe that sustainability should be the new norm, and that we all have an opportunity to strive to make informed, conscious choices, and makeup is one of the choices we can empower. There should be no ambiguity.

The Refined Beauty Journey

A beautiful life is simple. Aleph is redefining beauty; we are restrained, pulled back, considered and sophisticated. We are distilled, intentional and aspirational. We are not in your face, we are with your face. We invite curiosity and co-create alchemy with you. 

Aleph is inclusive and non-gendered. We create makeup for every body. Aleph supports the well being of all to empower a positive, beautiful future.

Welcome to Enlightened Beauty!

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