Sappho New Paradigm Makeup

Sappho New Paradigm Makeup

Founded by Emmy nominated makeup artist JoAnn Fowler, and developed with experts in the field of green chemistry, Sappho New Paradigm offers formulations created with the finest of certified organic ingredients and infused with phytonutrients. Tested by professional makeup artists and impeccably suited to all skin types, our new line up will thrill and amaze.

Fiercely independent, Sappho New Paradigm values transparency of ingredients and the ethical treatment of all humans and animals. We celebrate all creativity.

by Leah Boyes
Why switch to natural cosmetics? (with video)

Why switch to natural cosmetics? (with video)

It has definitely already crossed your mind a few times, because here you are, researching about making the switch to natural beauty products. To be honest, we are not surprised you are here either. In 2016, the natural beauty market was valued at approximately 11.06 billion U.S. dollars worldwide and is forecasted to grow to 21.78 billion U.S dollars worldwide by 2024. This means people just like you are also interested in making the switch.

We understand that you may not need any convincing as to why it is important for you to switch, however, we thought this may come in handy when you are talking to friends and family about why natural beauty products are important for humans, animals, and the planet!


For the People

Studies show that 60% of everything that touches our skin is absorbed into our bloodstream within minutes. Think about every product you use in a day, Do you know what is inside of those concoctions? I bet you never really thought about it.

Unfortunately, many of the ingredients found in your favorite face cream, lipsticks and perfumes are in fact toxins, allergens or carcinogens. Going natural means you are eliminating ingredients that are contributing to health problems, reproductive complications, acne and allergic reaction.

Switching to natural cosmetics is typically the last thing most women think about when choosing healthier lifestyle options. Why? because it is the most daunting and difficult tasks of all. "Where can I find products that actually work?", "...but I have always used this face's all I've ever known", "Your right, I have no idea what is inside my products". It really doesn't have to be difficult anymore. With new technology, research and resources, natural cosmetics are more effective, more colorful and healthier than ever. And luckily for you, we have already done most of the hard work.

Imagine making healthier choices for yourself without compromising the fun, playful and effective side of cosmetics.


For the Planet

Mindless sourcing, packaging, and ingredients are quickly causing detrimental effects to our environment.

Large companies must meet the high demand, so they are sourcing large quantities of ingredients quickly. This means they are using more pesticides, exploiting human rights and disrupting our ecosystems & depleting non-renewable resources. If sourcing was done sustainably, these farming and mining practices would not damage our environment.

Plastic and non-degradable packaging are thrown out in mass quantities every single day. This waste is piling up on our earth and is even finding its way into our waters. Most cosmetic companies use much more plastic, wrapping, labels and boxes than necessary as a marketing tactic.

Toxic ingredients are being flushed into our water systems every time you wash your face, shower and brush your teeth. Many of these ingredients are incapable of breaking down. This is not only hazardous to aquatic life, but it also transfers into our earth water cycle ( vaporizes, re-accumulates in clouds, then rains toxicity onto our soil).

By purchasing natural products from smaller local businesses, you can feel good about ethical sourcing, sustainable and reusable packaging as well as conscious and safe ingredients for our waters and soil.


For the Animals

"Each year, more than 100 million animals—including mice, rats, frogs, dogs, cats, rabbits, hamsters, guinea pigs, monkeys, fish, and birds—are killed in U.S. laboratories for biology lessons, medical training, curiosity-driven experimentation, and chemical, drug, food, and cosmetics testing." - PETA.

This animal testing includes burning, crippling, poisoning and abuse, all in the name of beauty? In our opinion, this is all the information you need to know to understand why animal testing is NOT ok.

Our physical beauty will not thrive at the cost of an animal's life. This is why The Green Beauty Collective will always exclusively stock cruelty-free makeup products.

If you learned something from this blog, or feel inspired to share this information, please share the article on your facebook with your friends and family! We also encourage you to subscribe to our YouTube channel for weekly green beauty videos.


You can shop cruelty free, eco-friendly and vegan beauty products at and if you have ANY questions, please comment below or shoot us an email at

Thank you for reading and we hope you tune in again next week.

by Jacqueline Parker
"Greenwashing": A term to keep in mind when shopping for natural beauty products

"Greenwashing": A term to keep in mind when shopping for natural beauty products

Did you know Natural doesn't always mean natural? Have you heard of the term Greenwashing before? Well, if you haven't we are going to break it down for you.

Greenwashing is more prominent than ever on the market because natural beauty has become very popular. We get questions all the time about what products are truly natural and which ones are simply jumping through legal hoops to say they are natural. Keep watching to learn what greenwashing is, what common signs to look out for and what brands are greenwashing! 

What is Greenwashing?

Green Washing is when a company makes misleading claims about the health or environmental benefits of a product or service or even technology to boost their sales.  Using words like "natural" or "eco" are very common, "plant extracts" 'derived from plants" are some other terms used within the beauty industry and it can be very confusing for the consumer. 

Other things to look out for are packaging, they may be using unbleached materials to make it appear more natural, or use colors like brown and green to emulate a more eco-friendly or healthier product. 

Why is Greenwashing bad?

Well, its misleading consumers into thinking they are living a more environmentally friendly, healthier life when in fact they are not so that they (the companies) can line their pockets with cash from the misled consumer. How is that ok??

Common Signs of Greenwashing

- "natural"
- plant-based
-"eco', "pure, "raw" "for sensitive skin", "hypoallergenic", "mineral", "herbal", "paraben-free", "chemical-free", "earth-friendly"
- "contains natural ingredients"
- visuals of plants on the packaging. 

Our tips to avoid greenwashing and know when your being mislead! 

First, Do your due diligence and research, flip the bottle over and look at the ingredients, have the dirty dozen to refer to. 

Buy from smaller, local companies where possible, know who is behind the brand,  reduce your carbon footprint by buying local and carry reusable and refillable containers. 

Reduce your single-use plastics and even single-use compostables. 

Look for legit logos and certifications like Leaping Bunny, Fairtrade Canada and Canadian Organics Standard (COS)

We realize that some smaller brands have been bought out by big brands, for example, Burts Bees is now owned by Clorox. While its great that larger companies want to get into the green game but we hope, (but unfortunately they haven't shown us so far, that they will keep the integrity of the brand) 

Brands that Greenwash

Tarte - ingredients like shea butter, licorice extracts, and Amazonian clay are highlighted but upon further investigation its easy to find ingredients that are known to cause eye and skin irritation and contain synthetic fragrance. There is talc in their eyeshadows, talc can contain asbestos and talc is strongly connected to cancer. Johnson and Johnson have paid out millions in lawsuits connected to cancer WTF?!?!

There is a vegan-friendly logo but remember that it doesn't mean free some harmful chemicals. 

Some other brands that use greenwashing:

The Body Shop (owned by L'oreal) - through imagery, words like "botanical ingredients"
LUSH - "cruelty-free" and vegan does not mean its natural. LUSH uses heavy fragrance and preservatives.
Burts Bees (owned by Clorox) - we wanted to mention Burts Bees because this is an example of a small company that was taken over by a large corporation. Some people may not have issues with this, however, we try to stay away from supporting brands owned by unethical corporations. 

Bare Minerals - mineral makeup does not mean the rest of the ingredients are natural. In fact, some people are actually sensitive to minerals!
Aveeno - Aveeno highly promotes the use of soothing oats in their products, an example of highlighting a few key ingredients to sweep all of the others under the rug

Alba Botanica
Covergirl Natureluxe
Herbal Essences
Johnson’s Natural
Josie Maran
Moroccan Oil
Neutrogena Pure & Free
Nivea Pure & Natural
Seventh Generation
St. Ives
Yes To

So you can see, it's very important to be aware and do your research, everyone is different when it comes to what is important to them. 

So you decide, what's important to you, we realize lifestyles, budgets and constitutions vary, we are hoping this video will spark some interest for you to take your power back as the consumer. 

Speak with your dollars and help spread the word about very misleading marketing such as greenwashing. Support brands you believe in. 

by Amanda Gangoso