I'm Coming Out

I'm Coming Out

February 22, 2019

I'm coming out.

My name is Tiila (pronounced Tyla) and I want you all to know who is behind Āether Beauty (pronounced Ather). I started Āether Beauty after being a product developer for Sephora for over 7 years. 

I knew the industry could do better.

Zero waste and non-toxic makeup. I knew it was possible and I left to prove it- all on my own (a total real #girlboss)! I do not compromise on anything when developing makeup products. I do not compromise on formula or efficacy. I do not compromise on packaging.

Did you know mirrors and magnets are completely unrecyclable? Neither did I until I visited and toured a local recycling facility. I knew I didn't want to create anymore products that would end up in a landfill. I wanted each product to easily be recycled. The EPA has stated that 1/3 of the landfill is from personal care. One third. That is not ok in my book. So I even researched and met with packaging experts to even make sure the paper I used and inks used could easily be recycled back into the system. Just because something is paper doesn't mean it can get recycled. The inks affect if it can even be recycled as well. In the end I was able to develop completely eco-friendly packaging for a zero waste eyeshadow palette, a first for the makeup industry.  I even won an award for it already with Mind Body Green! My palettes can easily be recycled by popping out the pans (when you have hit the pan!) and recycling the paper and aluminum pans separately. Then cut the elastic off and reuse it as a hair tie. I don't know about you, but I'm constantly loosing my hair ties.

Āether Beauty bans over 1400 chemicals in our formula vs the USA regulation, which only bans 11. The last update to the Cosmetic Laws were in 1938. Back then they banned 11 ingredients and it hasn't been updated since. Since 1938 there has been over 16,000 chemicals used in the cosmetic industry.  Take that in: 16,000The word 'chemical' gets a bad rap. Chemical free is not possible. Even natural products are a chemical. Everything is a chemical. Just because something is of natural origin, does not mean it's actually a safe chemical to use on your skin. Tar, asbestos, lead are a few natural ingredients that you would never want in your products, but those are natural. I believe in science. We have actually come a long way when it comes to actual safe chemicals and ingredients in beauty.  Each chemical used for Āether Beauty products is personally vetted by myself, so you don't have to worry. I always check numerous resources like the Environmental Working Group to make sure each ingredient is safe to use. After all, I wear this stuff everyday myself.

Āether Beauty is and will always be vegan, cruelty-free, clean (and sustainable!) with organic + fair trade ingredients. Packaging is made with recycled materials and will always be 100% recyclable.

Good for you, good for your skin, good for the planet #goodvibesbeauty




Also in #goodvibesbeauty - Aether Beauty Blog

YOUR GUIDE TO GOING VEGAN DURING VEGANUARY AND BEYOND
YOUR GUIDE TO GOING VEGAN DURING VEGANUARY AND BEYOND

January 13, 2021

A month-long compassion challenge, Veganuary is your chance to try out the vegan life for the month of January. While it started with just food, Veganuary is broadening its horizons to include vegan beauty, skincare, and fashion. Keep reading to find out:

  • Why take part in Veganuary?
  • All the ways to participate: food, beauty, and fashion.
  • All the resources to get you on your merry, vegan way.

Read More

WHAT THE NEW MOON IN CAPRICORN MEANS FOR YOU
WHAT THE NEW MOON IN CAPRICORN MEANS FOR YOU

January 11, 2021

The first new moon of 2021 falls in the steadfast, tireless, goal-oriented sign of Capricorn. As a cardinal earth sign, Capricorn is the initiator of projects – always presenting groundbreaking new ideas, and working hard to bring them to fruition.

New Moons are a time for recharging, resetting, and planning for the month ahead. It’s a time of new beginnings and direction changes. With Capricorn in charge this month, we’re inspired to #makeithappen, achieve our goals, and lay the groundwork for our future.

Read More

OUR 9 FAVORITE AMETHYST PALETTE LOOKS
OUR 9 FAVORITE AMETHYST PALETTE LOOKS

January 08, 2021

In our new face-half-covered life, why not kick up the shadow drama a notch, get creative and maybe a touch theatrical (even if it’s only seen by you)? Keep reading for 10 of our favorite Amethyst Crystal Gemstone Palette looks – our Amethyst-infused, deliciously regal, ode to the color purple.    

For more eyeshadow inspo, read our Favorite Summer Solstice Looks, Our Favorite Yellow Diamond Highlighter Looks, Our Favorite Joshua Tree Looks, and Our Favorite Rose Quartz Looks.

Read More