New beauty brand Aleph is a trifecta of things I love and celebrate on The New: design-led, category-disrupting New Zealand brands, visionary New Zealand women at the helm of said brands, and – of course – modern, minimalist packaging and aesthetic.
In founding Aleph Beauty, Auckland makeup artist Emma Peters is realising a long-held dream. A dream to create a multi-functional makeup line, made here in New Zealand, that acts as much like skincare as it does cosmetics, without harming the planet, animals or the people wearing it.
My minimalist heart beats for simple stylish packaging.
Debossed glass jars for the win
The Aleph range is a capsule collection, for those of us who want less products, that do more. The Foundation (in four shades – more coming) self-adjusts and is also a full-coverage concealer; the Radiance cream can be mixed with your foundation to give an ethereal glow, used as an eyeshadow, or applied to the high points of the face as a highlighter; and there’s a dual Lip/Cheek Tint. All the products are vegan (including the Diffuser Brush), and contain active skincare ingredients for antioxidant, anti-aging benefits, like algae extract, co-Q10 and an extract from NZ’s native Totara tree.
And at the risk of this sounding like an infomercial (which it is not – I came for the packaging and identity design, I stayed for the beauty info), when you buy your Aleph foundation, you also get sent a sample of the colour you have selected, so you can try it on your skin before opening the full product. You also get to choose a second sample (lighter or darker) to test alongside the colour you have selected. Then, if the full-size colour you ordered isn’t right, Aleph let you send it back, and they send out your new colour choice at no charge.
Congratulations Emma, there’s so much to love here.