The importance of inclusion in green beauty: Vapour Beauty

A few months ago I mentioned Vapour Organic Beauty on my Instagram because they were doing a massive expansion of their shade range. I had never used their makeup, but I was immediately on board because I believe inclusion matters. I reached out to Vapour, had a long conversation about inclusion in green beauty, and have been trying their range for a few months. Now it’s safe to say I don’t only recommend Vapour Organic Beauty makeup just because you’re likely to find a color that matches your skin, but also because I love their formulation.

Not familiar with the brand? I’m happy to introduce you, but first I’d like to have a small conversation about the importance of inclusion in green beauty.

Inclusion in Green Beauty – Brown Girls in Green Beauty

Green beauty is notoriously white.

You might think, perhaps, “notoriously” is too strong a word. But it’s not. Let me explain.

A study a few years ago showed that black hair products were the most toxic on the market. Women of color read this study. We had conversations with our sisters, friends, and mothers, and said “no more.” But we were also left with one question: “Now what?” The search for non-toxic alternatives is leading women of color to green beauty in droves. And when we arrive there, we are often left looking down the aisles wondering where we fit in.

Black women spend NINE times more on hair and beauty, and yet we remain largely absent in major marketing campaigns. When you consider that black women are literally changing the landscape of mainstream culture brands who do offer inclusivity or do not market to women of color are leaving millions of dollars on the table.  Many brands don’t have shades that make us feel welcome, and in green beauty, this is even more obvious.

So you see, that’s why, before even putting Vapour Beauty’s foundation on my face, I was raving.

I feel the need to add that I have never really had trouble finding my shade. Every single time I get swatched I’m big mad that the color of my face doesn’t match the color I think I am in my head (deep caramel if you must know). But it’s so much bigger than me. That’s why, even if a brand does carry my shade, I can’t applaud a brand that doesn’t offer shades that suit other women of color. We all need options.

Value-driven purchasing is on the rise, and I don’t imagine it’s going anywhere anytime soon. Simply put, people are beginning to get laser-focused on where they are spending their time, energy, and money. And finally, enough companies are listening. And if you’re a brand hearing this, but refusing to listen, you are taking money out of your own pocket.

Vapour Organic Beauty

Vapour Beauty is a New Mexico based indie beauty brand that has been a pioneer in the industry since 2008. Founders Krysia Boinis and Kristine Keheley created a high performing cosmetics line with some of the strictest ingredient standards in green/organic beauty. In addition to creating beautiful makeup, Vapour also creates great skin and body products (such as their AER Next Level Deodorant). Award-winning and cult-worthy, Vapour has a global following.

Where Vapour really shines, in my opinion, is their ethos. Vapour is committed to sustainable and inclusive choices. They source the highest quality organic ingredients and maintain uncompromising integrity and transparency in the creation of their products. I love that they are also committed to their community and to evolving their brand with the desires and needs of the consumer. I do not doubt that this vision is why Vapour was at the forefront of the shade expansion we are seeing in green beauty.

“We live in a moment when women are speaking up and being heard. We see every day that we are strongest when we unite and support one another. Beauty, like love, is infinite. On the cosmetic level, I love seeing women have that a-ha moment when Vapour matches their skin tone.”  —Kristine Keheley, Vapour Formulator and cofounder

Remember what I said about brands hearing but not listening. Vapour is listening.

More Shades + Two formulas

In April Vapour had a huge shade range expansion. They added seven new foundations shades and nine new concealer shades, bringing them up to a whopping 19 Foundation shades and 18 Concealer shades! You guys, this is huge! This expansion pushed Vapour to the forefront of the green beauty space, in my opinion. At the time of launch, they offered the most extensive range in the natural beauty space. This expansion not only meant that more women of color could find their shade with Vapour, but it also meant pushing the industry forward. In the few months since Vapour launched their shade expansion, I have seen two other brands announce more inclusive shade lines. Hallelujah!

Green beauty is NOT a trend. It’s here to stay. And women of color are paying attention.

In addition to launching new shades, Vapour also transitioned their plastic containers over to glass. A brand that is making strides towards both inclusivity and sustainability? Yes, please.

Vapour foundation comes in two formulations; a liquid and a stick. Both formulas have stellar ingredients. Made with 70% Organic ingredients like Camellia Seed Oil, sunflower seed oil, and beeswax; and 30% Essential Oils like Frankincense, Holy Basil, and Lotus leaf extracts, this brand truly blurs the lines between skincare and makeup.

Let me give you the run down.

Atmosphere Soft Focus

The Atmosphere Soft Focus Foundation ($54) is a liquid that comes in a beautiful glass bottle and is best for balancing normal, sensitive and combination skin types. Soft focus has a soft satin finish. This formula is super-concentrated, so a little goes a long way. You should start with a one-half pump, and it’s best if applied with fingers.

Here’s how I like to apply it:

1. Half-pump into the palm of my hand
2. [Optional: Add 1 drop of Maya Chia Highlight of the Day in Afternoon Delight to amp up the GLOW]
3. Dot on the face and blend with fingers.
4. Do a final blend with a synthetic bristle makeup brush.

It starts with light to medium coverage but is slightly buildable. If you want to build the coverage up, just be sure to wait a minute between layers to allow the product to absorb. Otherwise, you end up looking like a hot greasy mess. 🤦🏽‍♀️

Atmosphere Luminous

The Atmosphere Luminous Foundation ($46) comes in a solid stick formula and is best for normal, sensitive and dry skin types. This formula provides a natural glowy finish. This formula is my go-to for a quick everyday look. The application is easy and the coverage is light to medium.

Here’s how I like to apply it:

1. Warm the stick on the back of my hand
2. Apply approximately 8 stripes directly to my face (forehead, cheeks, chin, bridge of nose) + 2-3 stripes on my neckline.
3. Blend with fingers or a synthetic bristle makeup brush.

I prefer the brush application when I’m at home because I think it gives a more diffuse, natural, “I’m not wearing anything” coverage. But I love that I can throw this stick in my bag and apply it anywhere. Namely, in the car before 730am soccer games; let’s look alive people.

If I had to choose between the two, I’d go with the Luminous stick any day. If you have more *cough cough* mature looking skin, with fine lines or wrinkles, the Soft Focus is a better fit.

Illusionist Concealer

If you need additional coverage, the Illusionist Concealer ($25) is great for brightening dark circles, correcting uneven skin tone, and reducing the appearance of blemishes. This highly pigmented concealer blends seamlessly with the Vapour Atmosphere foundations.

Only the beginning

Obviously, this is only the beginning of the conversation, but we have to start somewhere. You may recall that when I relaunched this blog, I made a promise to share information and build a community with a goal of making green beauty more accessible and inclusive in the process. Well here we are, having the hard conversations, and I’m convinced that if we keep talking, brands will have no choice but to listen.

Let’s keep the conversation going. I’m always chatting on Instagram Stories, follow me there –> Kimberly__Felix  👋🏽

Xo, Kimberly Fe'Lix