Before it was cool to be clean, this family-owned indie brand had 45 shades of foundations and adhered to the highest standards of sustainability. Its roots started in ecommerce and today it can be found at places like The Detox Market, and CREDO and more, and most recently the Nordstroms Fresh Faces pop-up. Urmila Ratnam, CEO/President  of Alima Pure (a world-renowned natural cosmetics mineral makeup company), joins Karen Moon and Abby Wallac See omnystudio.com/listener for privacy information.