The original
clean beauty pioneer.

We’ve spent over 11 years challenging conventional beauty norms by creating non-toxic, plant- based cosmetics made with purposeful, innovative, clean ingredients that deliver. We’ve created game changing products rooted in over a decade of R+D, knowledge and love. Our approach to beauty is built on simplicity, sustainability, performance, and long-term skin health.

No fuss. No frills. No BS.

Made with

Makeup meets Skincare: Our formulas use nutrient-dense, organic botanicals that actually aid in improving skin quality over time. The results are effortless, radiant skin that looks like skin.

Plant Based

Plants are the foundation of every single one of our products. On a case-by-case basis we may opt for a safe synthetic when there is a compelling reason to do so, and only if we are certain the ingredient is safe.

Organic Ingredients

We source organic ingredients as much as possible. If unavailable, care is taken to ensure the ingredients we use are responsibly produced.

Sustainable

All our ingredients are ethically and sustainably sourced. Our packaging is created with post recycled plastics and it is all recyclable. Our boxes are made with FSC Certified paper, which ensures products come from well managed forests.

Advanced Performance

We may skimp on the bad stuff, but we sure don’t skimp on performance. Our plant-based nutrient-rich ingredients either perform on-par or out-perform conventional cosmetics.

Each product is made with its own unique blend of nature’s power-player ingredients such as: green tea, broccoli seed, castor oil, aloe, turmeric, rose hip, shea butter, zinc for natural SPF and more. Find a complete list on each product page under “ingredients”.

Made without

We reject all the dirty, potentially toxic synthetic fillers, preservatives and fragrances commonly found in conventional makeup. If there is even a question mark around an ingredient, we don’t touch it. Instead, we opt for plant-based, healthy ingredients that perform just as well or even better.

Non toxic

All our products are free of potentially toxic synthetic fillers, preservatives, and fragrances and have been verified by the EWG.

Cruelty Free

No animal testing here! We are NOT cool with animals being harmed for the sake of lipstick. And yep, we are Leaping Bunny and PETA certified.

Vegan

Our goal is to be 100% Vegan—We are nearly there! Non-vegan ingredients we currently use in select formulas are: organic beeswax, pearl powder & carmines.

Gluten Free

Great care is taken so our products are friendly for all you Celiacs out there. We got you.

Won't touch it

  • parabens
  • coal tar
  • phenoxyethanol
  • petroleum
  • talc
  • synthetic fragrance
  • nanoparticles
  • dioxane
  • dimethicon mb-3e
  • propylene glycol
  • phthalates
  • silicon mb-3e
  • lead compounds
  • BHT, BHA, DEA
  • formaldehyde
  • bad mojo
  • avobenzone
  • oxybenzone

Clean beauty for all

W3LL PEOPLE does not believe expensive equals efficacy. We do not believe clean beauty should be an exclusive club. We DO believe clean beauty should be accessible for all. That is why we strive to keep our price point under $40, and why we have worked tirelessly to build landmark partnerships with powerhouses like Target, Ulta and Whole Foods, who make that access a reality.