Pure Beauty

US vegan beauty brand Emani launches in UK

By Becky Bargh | Published: 23-Aug-2018

Established in California over 20 years ago, the brand features natural cosmetics suitable for sensitive and problem skin

Vegan beauty brand Emani, targeted at eco-conscious consumers, has launched in the UK.

The Mahi Naturals-owned brand was established in California, US, 20 years ago, when make-up artist Michelle Down, who struggle with cystic acne, developed a range that would help her sensitive skin.

Featuring skin boosting nutrients, the products are free from harsh chemicals, dyes and parabens, and are said to only contain natural and organic ingredients.

Down said: “Like so many others, I suffered from severe cystic acne as a young teenager and unfortunately, embarrassing breakouts did not end in my teens.

“I continue to have ‘problem skin’ well into adulthood so by drawing upon my own personal struggles, I made it a personal mission to create a clean non-comedogenic make-up line that was appropriate for all skin types but especially sensitive and discriminating complexions.”

The brand features products including foundation, mascara, highlighter, lipsticks and a primer and serum (from £18).

Emani’s products are now available via lovelula.com, Amazon and emanivegan.co.uk.

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