It’s Time To Talk About Cruelty Free Makeup

in conversation with Ere Perez— HOKU got the inside scoop on what it takes to be a vegan, cruelty free makeup brand.

Listen up ladies, what you put on your skin is just as important as the clothes you put on your back. And while we know many of you already pay attention to your skincare routine, how many of your are conscious about the products you put on your face everyday. From animal cruelty (Big yikes.) to chemicals such parabens, sulfates, and synthetic dyes (Barf.), it’s time for the the age of mass-produced, animal tested, unhealthy corporate beauty products to beat it once and for all. Oh, and while we’re being real with you guys, we know it can be difficult to make all the right choices when your favorite brands aren’t giving you all the information (although, this is definitely a red flag!) nevertheless, we sat down with our favorite cruelty-free makeup brand Ere Perez to get the inside scoop on what it takes to be a transparent, sustainable and quality makeup brand.

Could you tell us more about Ere Perez and how you came to be?

 We are more than beauty. We are an invitation to better lifestyle choices, from less toxins, healthier nutrition, making eco choices and learning about wellbeing. Our many years in the beauty space have given us a foundation in natural beauty that is invaluable. We have tested our products on friends, families, and our amazing fans out there (we have never tested on animals!)  – and we know what works. We were talking about clean beauty before it became a trend – for us it is in our DNA. It is a family business, from humble beginnings, and we still pour the same love, passion, and dedication into everything we do. We are an Australian story, with Mexican roots, and a desire to help people discover their best skin, naturally.

I was born in Mexico, where my family was always involved in holistic therapies and wellness. My grandpa was a medicine man and my grandma was a true clean beauty goddess! I started the brand in Bondi beach, Australia, 18 years ago. It was inspired by my love of the unique nature in Australia and my roots of natural health in Mexico. I wanted to create toxic-free, healthy beauty – one product at the time. In 2002 a beautiful health food store in Sydney stocked my mascaras next to organic eggs and natural soaps. Now we have nearly 100 products. My love of ingredients, food and beauty connects with each product and we are so proud of our heritage as natural beauty pioneers. 

 Where do you source the ingredients for your products?

Each formula is a combination of beautiful ingredients that are globally sourced! Each product has ingredients sourced from different places, depending on availability and quality. We focus on performance, and what is needed for each different part of the face. We choose our star ingredients - like wild pansy for lips, cranberry for delicate eye skin, or oats for complexion - for their regenerative and skin-boosting properties. And in our skincare range, we feature some incredible uniquely Australian botanicals like quandong which has up to 3 times the vitamin C of oranges.  

 How important is a self-care routine to you and why should others take it seriously?

Self-care is how we reconnect with ourselves, our bodies and wellbeing in the juggling act of modern life. For me, self-care is about simplicity. Like brushing your teeth, I aim for beauty routines that are easy and minimal. Life is busy, and self-care is vital, but must fit easily into the day. If we don’t take time to pause, we start to feel imbalances in our mood, mind and body. Caring for your skin is part of self-care. My recipe is: 2 or 3 simple products, plenty of water, a hat in the sun and a good attitude can keep your skin fresh! 

What inspired you to create a sustainable makeup brand?

We began as a natural cosmetics company nearly 18years ago. Back then, there were few options for clean beauty, and I was passionate about changing this. As we gained more experience in the industry, we realised that even many natural brands were not ‘clean’ in their packaging. This is a complicated issue, but we are committed to be as sustainable as possible and we are constantly researching, updating, and creating new ways to be more sustainable in all areas of our brand. We are certified carbon neutral, signatories to The UN Global Compact and Sustainability Principles. These days, with the planet in such crisis, being natural for skin is not enough. We all have to reduce our waste, our plastic, and that is the same for me in my life as my goals for our brand. We keep challenging ourselves to be better than we were the year before on sustainability.   

What do you do to minimize your waste and footprint as a beauty brand?

This is one of our most important commitments! It flows through everything we do. From removing the gloss from boxes, to selecting eco ink for packaging, to using recycled materials where we can. Our unboxing is continually improved to include less waste. We use mono-materials as much as we can in our containers. We create beautiful products, but we don’t just care about what it does or how it looks – we care about how it is made and what impact that has. We don’t just talk the talk – we walk the walk too, and we hope this is seen more across the industry in time.

What is your favorite product of yours?

Definitely the almond mascara, I wear it every day. And the rice powder in roma – it’s a blush, eyeshadow, bronzer in one. In 30 seconds it gives me a total boost! For skin, our Australian blue cypress face nectar is my absolute favourite. My whole family uses it, it’s dewy and nourishing and I’m so proud of that nectar and how much people love it, especially because it features Australian native ingredient – blue cypress.    

You can learn more about Ere Perez and their incredible products at ereperez.com.