Honestly, this is my favourite question to get asked. The story behind Aleph is not what you’d expect.
So grateful to W3 Waiheke for the space to share it. 🙏
#womeninbusiness #founderstory #cleancosmetics #exolore #reel
Founded by makeup artist @emmakpmakeup , @aleph.beauty is built on a very clear idea. Makeup should do more with less. Fewer products. Smarter formulations. Thoughtful design. And a system that actually works in real life. It was over one of those long, sun-drenched Sydney lunches @mimis.sydney , with the kind of light that makes everyone look like they’ve had a facial, that i was introduced to Aleph Beauty in a way that felt quietly powerful rather than performative.
Everything is multi-purpose. Skin-first. Designed to enhance rather than mask. The kind of products you can use in five different ways without overthinking it.
But what stayed with me most was Emma’s mission. To create a more conscious approach to beauty. One that respects skin, simplifies routines, and reduces waste without sacrificing performance or artistry.
It’s minimal, yes. But it’s also incredibly intelligent.
And in a world of excess, that feels… refreshing.
Also worth noting. The food at Mimi’s remains exceptional. Always.
Very excited to be working more closely with Aleph on Beauticate soon. 💙 Save this if you’re ready to simplify your routine.
Feeling incredibly grateful to be included in this beautiful feature celebrating women-founded beauty brands that are helping reshape the industry.
Aleph began with a simple intention — to create makeup that works in harmony with the skin, while respecting the delicate balance between people, planet, and animals.
From the very beginning, the goal has been to do more with less. Thoughtful formulations. Multi-use products. Ingredients chosen not only for performance, but for their ability to support the skin over time.
It’s inspiring to see so many women leading meaningful change in beauty, and I’m honoured for Aleph to be part of that conversation.
Thank you to Pro Collective for the feature.
You can read the full article via the link in bio.
✨5-Minute Glow with a Touch of Magique ✨
This quick look is all about quick and easy skin that breathes, cheeks that blush, and lips that whisper a little something extra.
I started with Aleph Smoothing Skin Tint/SPF20. Just enough to even things out while letting the skin shine through and a little COncealer/Foundation around the eyes.
Then came Cheek/Lip Tint Magique, our limited edition shade. Think petal-pink meets golden hour… it melts into the skin for a soft flush on the cheeks and a diffused pop on the lips. The kind of colour that just happens, like you’ve been in the sun or someone made you smile.
Hybris Eye Pigment Glint on brows, a tap of Magique on the lids and a sweep of Lift/Lengthen Mascara to open the eyes—and that’s it. Quick, conscious, elevated.
Magique is here for a limited time only, and it’s already feeling iconic.
#AlephBeauty #MakeupAlchemy #MinimalistMakeup #CheekLipTintMagique #CleanBeauty
Last few days of @aleph.beauty at @karenwalker britomart. What an incredible few weeks connecting with people IRL! If you haven’t made it down yet, I’m here all weekend, come and visit!
Part 1 | Join us as Karen Walker styles Emma for real-life workwear, designed for days that start in the lab, move through back-to-back meetings, and stretch into school pick-ups and evening dinners. Thoughtful pieces for everything in between!
