I Just Created the Best Vegan Smoky Eye, Thanks to 100% Pure’s Powder Eye Shadows

The cruelty-free shadow comes in a cool 20 shades. 

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I Just Created the Best Vegan Smoky Eye, Thanks to 100% Pure’s Powder Eye Shadows
Multiple Buying Options Available
Readers' Choice
  • Readers' Choice
  • 2020, 2019
Best of Beauty
  • Best of Beauty
  • 2019
TL;DR:
  • What It Is: A pigment-packed, vegan-friendly eye shadow
  • What It Does: Gives a gorgeous wash of color on the eyes
  • Who It's For: Anyone looking for an effective vegan eye shadow with impressive color payoff

Sheer makeup looks great and all, but if you're into natural beauty, that aesthetic tends to dominate the menu, never quite getting any more vibrant than that. We've come a long way since the early days of organic makeup but lots of the gaps have been filled, with the exception of powder eye shadows. That's why it's so remarkable when I can find one that fits the bill of naturally sourced, highly blendable, and doesn't skimp on pigment. Enter: 100% Pure's Pure Fruit Pigmented Eyeshadow.

In the shade Teddy

The powder eye shadow singles get their color from fruit pigments and "responsibly sourced" mica. They're available in multiple finishes, including matte, shimmer, and metallic. All of the 20 shades happen to fall in earthy tones, so if you're into nude smoky eyes, these should be a smorgasbord for you. Teddy and Mink are two brown shades I find perfect for a bit of a daytime eye definition — the former being a satin finish and the latter being a matte version. I blend a wash of Mink on my eyelid and then up the saturation with Teddy close to the lash line for a softly defined look. Cacao is a soft, matte, black shade that works wonders on the lash line, too, for a bit more shadow to smoke-out any eye makeup look.

The powders are super soft but don't crumble too much, so fall out wasn't really an issue for me, and they blend beautifully together. If you want, you can build up the pigment saturation with a few more swipes packed on. Or, if you want even more pigment, using a wet eyeliner brush really ups the contrast. So these natural powder shadows really can give you variety with whichever looks you're aiming to serve. Even better, they're vegan, cruelty-free, and gluten-free (as are all 100% Pure products).

100% Pure’s Powder Eye Shadows are a 2020 Allure Readers' Choice Winner. See the complete list of this year's winners here.