Reviewed: Alima Pure Velvet Lipstick

As beauty editors, we get bombarded with a ton of new products every day (we know—tough life). “Reviewed” is a new series where we report on some of the best products we’ve tried. Whether it’s a drugstore lipstick that lasted all day or a hand cream that saved us this winter, you’ll find all of our favourites in this column. Enjoy!

As a self-diagnosed hypochondriac, I take ingredient labels very seriously. Considering the fact I test beauty products for a living, I remind myself that the number of chemicals I put on my face and body must be more than the average person’s (the proof is in the Hoarders situation going on in my bathroom), and therefore, I must be especially discerning on what I use. Thus, I’ve got my list of no-no’s memorized, and immediately look at the label first before putting anything on my face—or, in this case, lips. Though I’ve found amazing natural skincare lines, sadly, I’ve found that most natural-based makeup products just don’t stand up to their more chemically-laden counterparts. Lipsticks especially tend to fall short by either not delivering enough pigment, or having an uneven consistency, or smelling weird.   Thus, when these sleek little bullets from Alima Pure, a non-toxic, preservative-free mineral makeup line, came across my desk, I was intrigued. 

The lipstick in question I was trying was a dark, moody, wine shade named Beatrice, and it promised “high pigment” and, perhaps most interestingly, a “velvety-matte finish.” I had yet to try a natural lipstick with a matte finish, and thus swiped it on immediately. And…I was not disappointed. In fact, I was completely, utterly thrilled. It took a couple of coats to really get the pigment I desired, but the important part is that it was able to deliver the colour pay-off I wanted at all. The finish was a velvety, slightly-matte texture, just like the packaging promised, but unlike other matte lipsticks, it didn’t leave my lips parched and flaky—perhaps because castor seed oil, sunflower seed oil, jojoba oil, and coconut oil land at the top of the ingredient list.  The colour did fade a bit throughout the day and my lips did end up feeling a bit dry, but it didn’t bother me nearly as much as other matte lipsticks have. Plus, I easily prolonged the colour to last all night by rubbing my fingers over my lips and re-distributing the colour for a natural-looking stain effect.

Lastly, I liked that the bullet felt hefty in the palm of my hand (always such a plus in my book) and the sleek, silver design made it look as nice as any other high-end lipstick (I’m a sucker for packaging, what can I say). Oh, and it smells subtlety like vanilla—natural vanilla—none of that heavy, artificially-sweet stuff here. A natural, matte lipstick with great colour pay-off, a minimal drying effect, and an ingredient list that satiates my hypochondriac tendencies? Conclusion: I need every other shade in this collection in my life, stat.  

You can buy Alima Pure Velvet Matte Lipstick ($26) at

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