Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Cover Girl Launches a Lighter, More Natural Line Nature Luxe

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Cover Girl cosmetics has announced its newest line of color cosmetics—NatureLuxe, a higher-end collection in a more natural color palette. WWD reports that NatureLuxe is being positioned as a "luxury and natural-inspired boutique" line from Cover Girl made of ingredients that are natural rather than synthetic.

The foundation, for example, contains hints of natural jojoba and rosehip extracts, along with cucumber water, rather than a heavier-feeling emollient. The balm contains mango butter, shea and other butters, instead of heavier-feeling oils, to moisturize lips. In a move that is eco-conscious, NatureLuxe’s packaging will contain a very small amount of bioresin, which is a renewable, sustainable, sugarcane-derived plastic.
And guess who's the new face of NatureLuxe? Cover Girl's wholesome-ish teen queen campaign face, Taylor Swift.
· Cover Girl's Natural Turn [WWD]