Natural makeup brand Antonym launches at Sephora

By

Emily Jensen

Published
Jul 13, 2017

The natural makeup line, which has been worn by the likes of Emma Watson and Robin Wright, is now available on Sephora.com. In August, the makeup retailer will carry a selection of the line in its physical stores.

 
Miami-based makeup artist Val Giraud founded Antonym in 2010 with the goal of creating a line of makeup that was cruelty-free and gentle on both the skin and the environment. Giraud launched the company’s first line in 2013, and after developing a following through local boutiques and on the red carpet, the brand will now be stocked at Sephora.
 
Antonym will join other recent additions to Sephora that market themselves as natural, including brands Ilia and Youth to the People. Sephora.com currently stocks just seven of the brands products, including its baked foundation, eye shadow palette, and baked blush. The products are all certified organic, with prices ranging from $19 for the waterproof eyeliner pencil to $42 for the highlighting blush. Beginning in August, Sephora will stock a selection of Antonym products in stores alongside other natural beauty brands.

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In adding the likes of Antonym and Ilia to its lineup, Sephora joins other mass beauty retailers such as Target in increasing its selection of makeup products marketed as natural or environmentally friendly. Earlier this year, Target added a slew of affordable natural beauty brands such as The Seaweed Bath Co. and Nature’s Gate to its cosmetics aisle.