Natural ingredients remain a growing trend in color cosmetics as innovations in product formulation allow these components to perform as well as synthetic counterparts, noted Alison Gaither, beauty and personal care analyst, Mintel, Chicago.

“As consumer awareness toward ingredients continues, usage of natural ingredients will only increase,” she observed.

Tapping into this hot retail concept is organic beauty brand Root. It recently launched the Pretty Club, a 100% vegan, organic, cruelty-free subscription service that delivers a trio of new cosmetics directly to members’ doorsteps. While there are other subscription boxes out there, this company angles vegan cosmetic consumers.

Each Pretty Club box includes a member-exclusive full-size lip, cheek and eyeshadow product for $24. Customers have the opportunity to subscribe anytime within the current month in order to receive the next month’s Pretty Club, which ships the first week of the month.

According to company founder Krista Dolash of Waverly, IA, Root customers want high quality, natural cosmetics made without artificial ingredients.

“Mineral pigments are huge in the color cosmetic industry right now, and are proof you don't need artificial dyes to create amazing color cosmetics,” she told Happi.

Also driving business at Root is its social media outreach. Followers can catch sneak peeks of Pretty Club every month on Root’s Instagram (@rootpretty), as the brand goes behind the scenes into the Pretty Lab where Pretty Club products are made.

“Being able to interact so much, more customers are finding the latest in color cosmetics through social media,” she said. “Utilizing different platforms like Facebook Live and Instagram Stories are bringing cosmetics to life, making it super easy for customers to purchase online versus in stores.”

Members get access to never before seen Root products, made solely with “skin-loving” ingredients, according to company. Pretty Club lip products include a Pretty Balm, a tinted ultra-moisturizing blend of lip balm, lipgloss and lipstick that is 100% natural and vegan. Pretty Balms are pigmented without artificial dyes, and the color is buildable, according Dolash.

“Our Pretty Balms are a great example of a stellar multi-use product, as they can effortlessly be used for lips, cheeks and eyes,” she said.

Every month, club members receive a cheek product, ranging from pressed or loose bronzers, blushes and illuminators. Billed as healthy and safe but also trendy and fun, they allow for buildable application to achieve any amount of desired color or glow. Cheek products can be applied with Root’s #64 Fluffy Kabuki Brush.

In addition, an eyeshadow, either pressed or loose, comes with every bag. Whether classic neutrals or glam, Pretty Club provides the perfect variety of eyeshadows month-to-month to suit everyone’s taste, according to Dolash, who in addition to building high-performance products also has her eye on color trends and cost.

“We've got a ton of new colors launching this summer and fall in all of the hottest new colors,” Dolash told Happi. “Natural ingredients are a game changer in the color cosmetic industry right now. We have gotten so good at making high quality products at affordable prices, it's a no brainer consumers are going to pick the non-toxic products over toxic ones especially when they perform as well and cost half the price!”