Our values

Almay: Skin-friendly, clean, vegan* and cruelty free makeup and skin care with nothing to hide - for beautiful face, eyes, lips, and cheeks. With safe, effective ingredients and smarter formulas that give you the results you want, while minimizing the risk of irritation. Almay looks great, feels great, and loves your skin—for real.

We are making strides toward a sustainable future by developing products packaged using sustainable materials.

We’re committed to doing right by you. Because we believe in creating products that, first and foremost, are based on the principle of doing no harm—not to your skin, sensitive eyes, nor the planet.

*70% of Almay products are vegan with a plan to transition 100% of our portfolio by 2030

How we're clean

We always strive to be as clean as possible with our formulas. So what does that actually mean? 

• We’re extremely selective about what we put in our products. We formulate with high quality skin-loving ingredients and out of 20,000 possible ingredients, we only use 500 (fewer than 3%).  
• Our products are designed to be gentle and rigorously safety tested with Dermatologists and Ophthalmologists, so they won’t irritate sensitive skin and eyes.  

When you visit each of the product pages here on almay.com, you’ll find a description of not only what the product can do for you, but the details about how it was tested. We believe that transparency and information allow you to make choices you can feel confident about.

How we’re sustainable forward

We’ve made it our mission to minimize our impact on the planet by incorporating sustainable, eco-friendly elements in our packaging. Where possible, we use PCR (post consumer recycled plastics) and card paper sourced under the Sustainable Forestry Initiative. We also use plant-based materials in our makeup remover pads and towelettes and in many of our mascara brushes.

How we are cruelty-free

Almay loves its furry friends. We do not test our products on animals and, instead, we substantiate the safety of all of our products the humane and modern way–using state-of-the-art product-safety principles and methodologies.

How we’re vegan

We take care to use only plant-based vs animal ingredients and byproducts in our cosmetics and skin care. 70% of Almay products are vegan with a plan to transition 100% of our portfolio by 2030.

How we’re skin friendly

We pack our formulas with skin-loving ingredients, so you look great and your skin feels great too.  So even people with sensitive skin can feel great about wearing our hypoallergenic products.

How it all started

Almay was founded in 1931 by chemist, Alfred Woititz, and Dermatologist, Dr. Marion Sulzberger, and inspired by Alfred’s wife Fanny May.  

Fanny May, had sensitive skin so Alfred and Dr. Sulzberger created the first hypoallergenic and fragrance free make up line that would help women of all skin types look and feel their best without causing irritation.

The new brand Al+May celebrated their skin-first makeup breakthrough.

 

* Certain Almay® products contain carmine, a color additive widely used in makeup, including makeup for sensitive skin. Carmine may cause sensitivity in a limited number of individuals.