© Almay
How we feel about makeup

Makeup is so much more than mascara. It’s a way to express what makes you, you. Our products are inspired by you. Your skin types. Your best features. Your go-to styles. Almay makeup is not only good for you, It’s made for you.

So go ahead and show off those natural assets. Bring out that strong nose, line those bright eyes and get more than a little cheeky with blush. Too much makeup? Says who? Too little makeup? That’s for you to decide.

We make makeup that brings out your best features. Every shade of Almay is made to put your unique beauty on display.

How we make makeup

Makeup that loves your skin. Whatever way you choose to play with makeup, we know your next look begins with your skin. That’s why every Almay product is good for you.

Hypoallergenic. Fragrance free. Sensitive. Our products are designed with all skin types in mind.

We’re selective about what we put in our products so you can make them your own. Out of 10,000 possible ingredients, fewer than 500 make the cut. Whether it’s a smarter shade of foundation, a more versatile shadow or a gentle way to remove longwearing eye makeup, we like to outperform every time.

Our innovation never comes before your safety. All Almay products undergo rigorous testing with the highest standards to ensure they don’t irritate or clog pores. One thing our products are not tested on: animals. At Almay, it’s always safety and goodness first.

How we made history

Almay has been changing the name of the game since 1931. In a world of heavy, high fragranced, irritating products, Almay chemist and founder Alfred Woititz embarked on a beauty line that defied the times.

His inspiration? His wife. Fanny May had sensitive skin, a delicate complexion and lots of opinions. Together, they worked to create products that would help all women look and feel their best. With the help of Dermatologist Dr. Marion Sulzberger, the duo created the first hypoallergenic, fragrance-free cosmetic line. They coined it Almay, a perfect combination of Al+May.

Part science. Part self-expression. Almay has always led the way.

How we change it up

What’s next for Almay? We’re going wide. In the next few years, we’re looking to expand shades, embrace change and empower self-expression in every stroke.

Our new motto is more options and less rules. Our latest lineup: foundations that are anything but basic., textured shadows for shifting moods, bold brows that outlast any trend. And that’s just the beginning.

How we sleep at night

You probably knew this, but Almay doesn’t conduct tests on animals — and it hasn’t for 20 years. Instead, we substantiate the safety of all our products the humane and modern way, using state-of-the-art product safety principles and methodologies. Products sold in other markets are subject to local rules, and regulatory authorities in some countries conduct independent testing to satisfy their mandatory registration requirements. Almay complies with all the regulations in the countries where our products are sold. We support the advancement of alternatives to animal testing, because it’s the right thing to do.