Synergy in beauty
Aleph is a culmination of Emma Peters’ decades in the industry as a makeup artist with a passion for health, wellbeing, and natural beauty.
Emma sums up Aleph succinctly. “Aleph stands for oneness, being kind to people, [the] planet and animals. This is the filter through which we make all the decisions for the business. We’re a cruelty-free and vegan brand, and we strive for a circular system with our packaging, opting for infinitely recyclable materials such as glass and aluminium and offer a take-back system for all of our packaging.”
Emma says she always enjoyed helping people choose the very best products, so it was natural for her to put her knowledge and experience into one place and create a range that encompassed her values.
According to Emma, one of the top makeup concerns is being overwhelmed. “People are confronted with wall to wall makeup while not knowing how to make their selections. It’s very off-putting. Another is the fear of not looking like themselves when made up by a makeup artist and the issue of wanting clean makeup but being let down in performance.
“We aim to make it easy for the wearer to choose and easy to use, providing complete creativity for the wearer to express themselves the way they want while looking like the best version of themselves.”
Emma’s go-to Aleph products include the Serum/Primer mixed with Concealer/ Foundation. “This creates a super nourishing velvety finish that my skin just loves.”
“The Cheek/Lip Tint Grounded is my staple cheek colour and, of course, our Lift/Lengthen Mascara. I haven’t been able to live without either since their conception!”
Emma says she is constantly playing with combinations and finding new favourites.
“Everything works synergistically, so different shades, finishes and textures are endlessly created by mixing one product with another.”