Truth in Aging unveils new partnership with cosmetics brand Alima Pure

Truth in Aging, a leading anti-aging and beauty site, is unveiling a new partnership with cosmetics brand Alima Pure. Kate O’Brien, makeup artist and mother, developed the line to create a brand dedicated to safe makeup of 100% pure mineral pigment makeup.

Online PR News – 06-April-2012 – New York, NY – Truth in Aging will be expanding its cosmetics offerings with Alima Pure, which recently passed Truth in Aging’s testing standards. Alima Pure mineral cosmetics are virtually free of allergens and sensitizers, completely free of bismuth oxychloride and are non-comedogenic (will not clog pores).

Alima Pure has received a 1-2 rating from the Environmental Working Groups Skin Deep Database which is unusual for a makeup brand. Most Alima Pure products (with the exception of the lipbalms) carry the BDIH natural cosmetics seal, which is a coveted German certification for natural cosmetics. Alima Pure has met the European Union’s EU Cosmetic Directive standards, which ban thousands of chemicals and is much more stringent than U.S. FDA guidelines.

Mineral makeup is inorganic (mineral-based vs. plant or animal-based). Minerals form a protective barrier on the surface of the skin rather than crossing the dermal barrier as some liquid cosmetics do. As a result, mineral makeup doesn't require preservatives or parabens and is naturally chemical free. Alima Pure products are also gluten free and contain no nano-particles.

Truth in Aging is excited to bring this line to its shop as mineral makeup can lack vibrancy when it comes to color, but this is where Alima Pure excels. Founder, Kate O’Brien, is a makeup artist, hence her way with color and pigmentation; Alima Pure’s pigments are truly vibrant and their understanding of skin tone is impressive. Specific Truth in Aging staff and user reviews about Alima Pure cosmetics can be found at

About Alima Pure
Alima Pure is the fastest-growing brand of pure mineral makeup – feeding an expanding global market of customers who want good cosmetics made with good ingredients from a good company. Alima’s award-winning foundations, blushes and eye shadows are 100% pure mineral pigments. Alima is a certified B Corporation and considers benefits to customers, community and the environment as important as the financial bottom line.

About Truth in Aging
Truth in Aging ( is a leading anti-aging and beauty site containing countless product reviews as well as an ecommerce shop. Truth In Aging was founded in 2008 with a mission to offer truthful and unbiased guidance to people seeking to improve their physical health and appearance through skin care, hair care, health and beauty products, and salon and clinical treatments.

Truth in Aging is a unique voice in that it curates reviews and products from independent brands from around the world. All products are tested by the staff or its members of the Truth in Aging community. As such, it provides the honest truth about beauty, anti-aging and personal care products. Truth in Aging will even review and reject products which include harmful ingredients or products that are tested and do not deliver claimed results.

Truth in Aging is part of Accord Media, LLC, and is headquartered in New York City.
For additional information, please visit or contact Marta at
Follow us on Twitter: @truthinaging or Facebook: