Tag Archives: wellness

Celebrating Pride Month at W3LL PEOPLE

Culturally, there’s a big conversation around inclusivity and fluidity, particularly in the makeup world, which is a bit ironic considering the current political administration that continues to restrict the rights of LGBTQ+ individuals. Despite that, this community continues to push ahead faithfully. This month at W3LL PEOPLE, I sat down with two of our three founders, James Walker and Shirley Pinkson, to chat all-things PRIDE, including queer culture, identity, and self-growth in business.

Walker, a Santa Fe, New Mexico native, may be living a simpler life back in his hometown, but he’s certainly present and vocal about how growing up Latino helped shape him into the man he is today. Similarly, Pinkson grew up in a cultural conflict of coming out to parents who had very high expectations of her. She found her truth in educating an industry through more than only makeup, but also through empowerment and activism.


Unapologetic about who they are today, this dynamic duo found truth in who they are by growing up outside the status quo. Their 30+ year friendship speaks volumes on authenticity, companionship, self-discovery, including an immense expression of individuality that will have you blushing with PRIDE.

 We all know there’s struggle with being queer. However, being Latino and gay more often than not adds another level of challenges. Culturally speaking, was there hardship in coming out to your family?

Shirley: “I didn’t come out until I was 32. The bar was set high for me as the daughter of a high ranking  Puerto Rican military officer, who I know now had his own challenges and life pressures. At the time, I wasn’t clear about my sexuality. But I knew I was different, and I definitely knew I couldn’t talk to my parents about it. Later on in life, I learned that I could. My father had a really, really hard time with me [coming out] and now he doesn’t. Fear drove their reactions initially.

img_5596I think we’re all part of each other’s growth.

My mom was always so open. When I did come out to her, she simply said to me, “I’ve been waiting for you to tell me.” Hearing this could have saved me so much inner conflict. I found myself often being everything but who I was. When you get to this place where you finally begin to let go and start living life how you truly are meant to live it…everything changes.”

James: “When I was coming out, HIV was just on the scene. I was scared. I didn’t know what was going on. The fear that it engendered on a general level was attached to being gay. Not only were you not supposed to be gay during that time, but you were considered to be like a disease — a disease spreading diseases. It was a dark time for me. The conversation at play was based on ignorance and fear. It made it challenging to have a dialogue with myself, much less those around me, including my parents. Though I identify with being Mexican,  my last name is Walker, which made it tough to “fit in,” within a predominately Latin community.

img_5595I am used to feeling different and challenged, but I am also used to wanting to fight and push back. More importantly, I am used to not accepting the status quo.”

Back to Pride and W3LL PEOPLE, there’s a theme here I keep hearing about change and feeling different. Was there a point in developing the brand you thought about the type of community you were going to build?

James: “When it comes to pride and as I think about this month, I love that on the national level it’s gotten beyond being gay or not. I think for W3LL PEOPLE and for me, the celebration is about that. We are all different. Although, I felt very different and excluded as a young man, and still do to a degree, that’s going to be my walk in the world. I’ve learned to really love that about myself. I celebrate that within myself and I see that as an actual strength that I can bring to the family and to the community.

I often asked myself, “Why do we have to do things the conventional way when we can do it our way? Why create products that have a preservation for ten to fifteen years?” Let’s not do that. It feels good to own that, be that, and hopefully create a brand, team, and community that’s all about that. What better name and platform than W3LL PEOPLE — a celebration of humanity…”

Shirley: “…and choice. Choice. It’s the choice to make and have better options for yourself. It’s the choice to make yourself feel empowered. We talk about our transparency as a brand, but there’s also a lot of transparency in who we are. We haven’t shied away from being gay business owners. It’s been something we’ve been proud to talk about since day one.

Being able to start a brand (together) that’s built on positive and free choices, transparency, and individuality is uplifting. It’s not just makeup. We’re used to people not liking things we do and the choices we make, but there’s no fear in that anymore. To be able to speak to the brand fearlessly without having to hide anything is even more powerful.”

As a business owner, were there any challenges you faced while building a brand and discovering yourself?

Shirley: “I think I chose my career to help me find my identity. In doing makeup, I was surrounded by strong, creative personalities. I’ve always been really attracted to strong personalities, partially because I was too afraid of letting my own out. There was this inability to express myself fully. However, I was lucky enough to do that through work. It was a positive experience for me. In terms of challenges, I’ve been judged for who I am, but I’m happy to say who I am has always prevailed in the work I do.

In terms of negativity in the workplace, a lot of it was on the outside but never within the space I was in, because frankly, a big part of my network were the ‘black sheep’. On the other hand, being a business owner, I caught myself coping with being fearful and second guessing if those around me knew if [James and I] were gay. This was/is based on that residual fear I carry with me. Since the brand is our baby- you protect your baby- and you catch yourself becoming that very neutral person. I have a challenge with that from time to time.”

James: “When I started my career in marketing, even though it’s a creative field, it’s very much a good ol’ boy network. Showing up in New York as this budding young gay man in a very much men’s business was very challenging. I definitely did not share who I was and spent a lot of time sublimating a lot about myself.

When we landed on W3LL PEOPLE, for me, it has been a pure joy on a personal level because it has offered me a home to be gay, out, and confident. That has been a big deal for me as a gay entrepreneur because it didn’t exist, so we had to do it ourselves. We created an environment where I can be myself and we invite those who might feel maybe a little different, or those who may not have a home, to be part of ours.”

What lessons can you share with other LGBTQ+ entrepreneurs about creating a successful brand?

Shirley: “What I would express (not just to queer owners but to any owner) is that all workspaces should be open workspaces. It’s that old saying, ‘We’re only as good as our team.’ Since day one at W3LL PEOPLE, we’ve always felt that we’re only as good as the people behind us or who are standing with us. It’s really that simple.”

James: “If I was sitting across the conference table from a young girl, a young kid, or individual in transition, I would look them in the eye and say, ‘you are not alone and know that it ALL starts from within.’ Ultimately, you will have to find the love and understanding you seek from within. Once you do that, it all starts to fall into place’ If you can muster the courage to simply speak your truth, people may not like you, but they’re probably going to respect you. And I’ll take being respected over being liked any day of the week. That’s one of the hardest lessons I’ve learned in life.”

What would you tell your younger self?

Shirley: “I have a lot to say to my younger self! I have a son, so I look at my two year old son and think of my younger self and what I don’t want him to experience. Speak and act from a confident, good place. Don’t shy away from who you are.”

James: “I would give myself a hug.”

Did you have a role model that made an impact on your life?

James: “My grandfather. He was a Mexican rancher. He embodied this Zen without even knowing what that meant. Being able to spend time with him in nature and in solitude with animals – I didn’t realize it at the time how much it was going to form the man I would become.”

Shirley: “For me, it’s my mom. My mom is a tiny force to be reckoned with. She moved to the U.S. with my dad and didn’t speak a word of English. She’s 5’3” powerhouse. She didn’t really care what people thought of her, but she always acted with her heart.”

If you can say thank you to someone when you were coming out who would that be?

Shirley: “My James.”

James: “I would say New York, not an individual, but the community there. I had no idea the love, freedom, and the joy I would discover in my community. New York gave me that.”

Shirley: “It did it for me too.”


What does pride mean to you?

Shirley: “Freedom. Be who YOU ARE. Freedom for everybody, not just for gay humans but for everybody.”

James: “I’m with her.”

As a way to show support for LGBTQ+ communities during Pride month, W3LL PEOPLE is donating 5% of sales to The Trevor Project all month long. Join us in supporting and standing together for LGBTQ+-inclusive policies.



Eye Love You in the Nude


The rumors are true! You may have spotted our Nudist Eyeshadow Palettes floating around Instagram, or perhaps in the natural beauty aisle at your local Target — where they were available exclusively up until now!

Today we are launching our Nudist Eyeshadow Palettes on our own channels, and are so excited for you to experience first-hand all the love, innovation, and good-for-you ingredients that we have packed into each one of these dreamy hues.

What’s different about our palettes, and why should you make the switch to nontoxic eyeshadows? Conventional eyeshadows can contain harmful preservatives such as formaldehyde, or nasty ingredients like aluminum powder or talc. Our Nudist Eyeshadow Palettes are completely safe, healthy, and nontoxic, along with being vegan, gluten-free, GMO-free, and created using sustainable energy. They are formulated using a proprietary blend of beautiful botanicals and treat your sensitive eye area to a dose of organic grapeseed oil, organic jojoba seed oil, and organic rosemary oil. Their gorgeous, good-for-you formula goes on smooth, blends easily, and never looks chalky.

Inspired by the Rocky Mountains of Northern New Mexico, the collection currently offers two palettes featuring 5 plant-based, velvety shades that are rich in color while touting serious staying power and superior blendability.

The two palettes work together to create a dreamy collection of 10 shades that work for all eye colors and complexions, to provide you with a full range of shades that create a variety of subtle and dramatic looks — all without the use parabens, sulfates, crappy fillers, or harmful ingredients.


Our Taupe-Based Palette has gorgeous natural hues ranging from pale peach to a deep brown. The palette features the following shades: 1 -Bone, 2 – Luminaria, 3 -Saddle, 4 -Adobe, and 5 – Chile Chocolate.


See it in action with this step-by-step tutorial and video! Watch as Shirley uses our #1 Nudist Eyeshadow Palette to create a neutral eyed look suitable for any event. Pair it with our Optimist Lipstick for a bright, bold lip!

Shirley uses three shades from the Taupe Palette – Bone, Saddle, and Luminaria – and a simple application technique to create an everyday eye look.


Our #2 Violet-Based Palette is slightly more vibrant, with hues ranging from light blush to deep plum. The palette features the following shades: 6 -Rose Quartz, 7 – Aura, 8 – Ultraviolet, 9 – Smoky Plum, and 10 – Deep Amethyst.


See it in action with this step-by-step tutorial and video!  In this look, Shirley will show you how to use our #2 Nudist Eyeshadow Palette to create a smoky eye that can be turned up or down depending on your mood.

She uses three shades from the #2 Nudist Palette – Rose Quartz, Deep Amethyst, and Aura – and teaches you her effortless technique for a clean smoky eye that looks perfect every time.

Pair these eye-catching palettes with our Expressionist Mascara, Expressionist Liquid Eyeliner, Expressionist Brow Gel, and Bio Correct-Multi-Action Concealer for a completely nontoxic eye look from start to finish, then share your finished looked with us on Instagram using @W3LLPEOPLE and #BEW3LL!

Practice Safe Sun! W3LL PEOPLE offers clean alternatives to toxic SPF

Summer is nearing and I am sure you’re eager to catch some ‘rays! But friends, before we slather on that sunscreen let’s grab a matcha and discuss the potentially toxic ingredients that lurk in conventional SPF products.

We’re sure you’re aware that conventional sunscreens contain a host of toxic ingredients such as avobenzone, oxybenzone, octocrylene, and ecamsule, but in a report released in early May, the peer-reviewed medical journal, JAMA, stated that “many of these active ingredients enter the bloodstream at levels that far exceed the FDA’s recommended threshold.” Wait. What?! Yuck!
Let’s take a closer look at why these four trouble-makers are so nasty:
  • Oxybenzone is a synthetic estrogen that can be absorbed through the skin. It can disrupt our hormone system, causing a severe reaction that manifests as rashes or skin sensitivities. Studies show that 96% of Americans have Oxybenzone circulating in their bodies! 
  • Avobenzone is an ingredient that becomes toxic in large doses – this is really worrisome in a product that we apply and reapply to our entire bodies! This ingredient is linked to skin rashes and allergies.
  • Octocrylene is not only toxic to our bodies but also our environment. Anything containing Octocrylene cannot be considered reef safe, and it has the potential to leech off your body and into the delicate eco-systems of our waterways. On the human body, octocrylene actually absorbs UV light and produces oxygen radicals that can cause cell damage and mutations. 
  • Ecamsule is an organic compound that was patented by the L’oreal Corporation in 1982 and is now found in many sunscreens. It was approved by the FDA in 2006, but in 2015 the FDA announced that Ecamsule in concentrations up to 10 percent is not “generally recognized as safe and effective” (a.k.a. GRASE) and is misbranded when used in over-the-counter (OTC) sunscreen products because the currently available data is insufficient to classify it as GRASE, and additional information is needed. That sounds…..suspicious at best
The study also states that all four of these ingredients were in extreme excess of the limit, and three of the ingredients remained “in the bloodstream for seven days. For oxybenzone, which has been found along with other sunscreen ingredients in breast milk, plasma concentrations reached the threshold within two hours after a single application and exceeded 20 ng/mL on day 7 of the study.” Alarming information when you consider that more than 60% of conventional sunscreens on the market contain at least one of these worrisome ingredients.
In fact, of the more than 1400 sunscreens that the EWG has tested, only 5% met their safety standards and more than 40% of sunscreens tested were recognized as potentially being linked to skin cancer. The EWG then rounded up the 16 most common ingredients in popular sunscreens, and of them, only 2 were proven safe: zinc and titanium dioxide. These two ingredients work to protect your skin from the sun by reflecting the sun’s rays through a physical or reflective barrier, and neither ingredient can be absorbed through the skin.

While we would love for you to take the time to clean up your entire personal care routine, sunscreen is an area deserving of immediate attention for a couple of reasons. First, because we apply it to such large areas of our body — typically head to toe and including some of our most sensitive areas. Second, because we tend to wear it all day and are encouraged to reapply it. Third, because it’s a product that we frequently use on our children.  And lastly, because we apply this product and then go into our oceans and waterways — allowing these toxic ingredients to seep into our environment, causing damage to reefs and aquatic life.

Our team at W3LL PEOPLE has worked hard to introduce innovative, nontoxic SPF protection into our good-for-you cosmetics. Our products are all oxybenzone and avobenzone free — making them reef safe, and won’t find find any octocrylene or ecamsule lurking in our formulas.  In fact, our selection of products provide natural environmental protection derived from non-micronized zinc providing physical, not chemical, broad spectrum SPF protection that you know is safe and healthy for the entire family.
As a reminder, W3LL PEOPLE products are also free of  GMOs, Gluten, Phthalates, Sulfates, Fragrance, Pheonoxyethanol, Dimethicone, Petrolatum, PEG, Propylene Glycol, Butylene Glycol, Mineral Oil, Talc, Nanoparticles and any crappy fillers!
Our ingredient standards says it all “NO potentially toxic chemicals, preservatives or petro ingredients, not even a little bit, ever. We hope this makes it easy for you to feel confident using our products. However, to further demonstrate our commitment to providing better beauty choices, we are a proud sponsor of the Environmental Working Group (EWG)’s Sun Safety campaign. This campaign grew out of a year-long series of meetings and discussions among EWG staff, independent scientists, researchers, dermatologists and companies with an interest in sun protection (that’s us!) and resulted in a united coalition determined to spread awareness and educate the public about this vital public health initiative.

We’d like to take a moment to tell you more about our Suncare Collection, and are looking forward to a gorgeous summer with you!

This multi-tasking product is truly a makeup and skincare hybrid. Bio Tint primes skin with broccoli seed oil, uses natural pigments to correct imperfections, utilizes an advanced bio-peptide complex to boost collagen production, has algae extracts to combat hyper-pigmentation and organic ginseng to revitalize, all while protecting your skin using the SPF 30 broad spectrum protection of pure zinc. To top it all off it is also vegan and EWG Verified for non-toxic health and safety. Shop Bio Tint here.

A powder SPF can be a total game-changer for your poolside routine — easy to apply and looks great swept over your makeup! Our Altruist Foundation Powder is a beautiful option. This titanium dioxide free powder instantly creates more radiant and healthy looking skin with weightless, flawless coverage, soothes skin with organic aloe, brightens skin with an algae complex, and provides SPF 15 through the power of pure zinc. Shop Altruist here.


It’s easy to forget to protect our sensitive lips with SPF, but paying attention to ingredients is even more important since it’s so easy for us to accidentally consume! Our Nudist Lip Butters are your beach BFF with SPF 15 broad-spectrum protection to accompany their nontoxic, plant-powered formula! These balmy butters are loaded with rich organic omega oils as well as aloe, to ensure your lips are hydrated and soothed. You can opt for the clear version, or try our Cherry or Nude options for a subtle hint of color. Shop Nudist Lip Butters here.

Bio Booster Serum 

Bonus! Boost your SPF routine with our Our Bio Booster Serum. Loaded powerful, plant-based ingredients like broccoli seed, red raspberry, black cumin and rose hip, this 7-in-1 everything serum fights free radicals, while nourishing and repairing your complexion. Add a few drops to your Bio Tint Multi-Action Moisturizer for added glow. Or, turn our Altruist Foundation is into creamy base by adding two drops of Bio Booster before applying. At the end of a sun filled day, finish your cleansing with a few drops of this powerful serum so your skin can rest good as it prepares for another fun filled summer day!

We want you to enjoy your time in the sunshine, without worrying about whether your sunscreen is causing you more harm than good! Hopefully, this post has been helpful in educating you about toxic SPF ingredients and selecting a clean SPF product that will work for you. Share your commitment to safe sun on Instagram and tag us at @W3LLPEOPLE and #BEW3LL!

Expressionist Brow Gel by W3LL PEOPLE


W3LL PEOPLE Expressionist Brow Gel

Are you ready to elevate your brow game, Brave Beauty? This week we unveiled our latest green beauty innovation, our collection of Expressionist Brow Gels!

A gorgeous, full, defined brow is the quickest way to accentuate your eyes, help your face appear more symmetrical, and quickly feel more polished and put together.  We dreamed of a brow product that did it all without being overly complicated, and this brow gel is the manifestation of every brow goal we’ve ever had.

It strengthens brows with cacao seed butter, conditions with shea butter, and nourishes with aloe, while simultaneously being a 3-in-1 grooming product that thickens, fills, and shapes your brows with just a few strokes. The plant-based, cream, wax formula delivers a boost of pigment and a soft, flexible hold that doesn’t get stiff, sticky, or flaky.

Of course, we didn’t stop with mind-blowing performance or plant-based power. This brow gel is also cruelty-free, vegan, EWG verified, gluten-free, GMO-free, and free of any crappy fillers or ingredients.

W3LL PEOPLE Expressionist Brow Gel

To apply:

  1. Remove the wand from the tube, removing any excess product from the bristles.
  2. Brush into brows using short, upward strokes and allow them to set for 15-30 seconds.
  3. Finally, use the bristled wand to gently shape brows into place.

W3LL PEOPLE Expressionist Brow Gel | W3LLPEOPLE.COM

Our Expressionist Brow Gel is currently available in three shades: dark brown, brown, and blonde and can be purchased on our website ($17.99).

Are you loving your new brow-game? Be sure to tag us on Instagram using @W3LLPEOPLE with #BrowGoals and #BEW3LL so we can share your gorgeous looks.

Winter Skin


The All-Natural, Nontoxic Winter Survival Guide for Face, Skin, Body and Hair | by W3LL PEOPLE

Regardless of how great your skincare routine, it’s normal for your skin to feel a bit dull and lifeless in the depths of winter. The drier air, lack of vitamin D, and exposure to potentially harsh elements like wind and bitter temps can leave your skin dry, red, and in need of some extra TLC.

Dry winter skin is a head-to-toe issue, requiring head-to-toe solutions. We called in our team of Green Beauty Pros from our Studio in Austin, Texas, to help curate a collection of products that will get your entire body through the winter months.

See below for our team’s selections and what they love about them. The brands below are available for purchase through our Studio, you can reach them at 1-800-790-1563, Ext.1. Orders over $30 ship free! We hope this keeps you glowing until warm weather returns!

The All-Natural, Nontoxic Winter Survival Guide for Face, Skin, Body and Hair | by W3LL PEOPLE

Face –

Narcissist Foundation Stick ($28.99) – This feel-good, creamy stick foundation instantly melts into skin giving it a fresh, healthy glow. Keep your skin hydrated and dewy all winter with a daily dose of castor oil, safflower seed oil, aloe, and chamomile.

Bio Brightener Stick ($23.99) – This cream highlighter makes it easy to fake a dewy summer glow. You can apply it anywhere that light would naturally hit your face, but just one quick swipe on orbital bones will get you instantly glowing.

Bio Baked Bronzer ($24.99) – This is another product that can help you fake it ’til you make it, but with botanical ingredients such as squalane and honokiol, this pressed bronzer gives you a sun-kissed glow along with a dose of plant-based nutrients.

Nudist Lip Butter  ($13.99) – Don’t go anywhere without this USDA certified organic, vegan, all natural lip butter! Choose between three different colors (nude, natural, or cherry) but enjoy the same rich, organic omega oils with each swipe.

The All-Natural, Nontoxic Winter Survival Guide for Face, Skin, Body and Hair | by W3LL PEOPLE


Marie Veronique Micronutrient + Hydro Mask ($135) – This mask is a topical supplement of SUPERNUTRIENTS to hyper-hydrate, nourish + restore skin function by supporting vital processes. A total skin reset.

May Lindstrom, The Blue Cocoon ($180) – This powerful, hydrating and anti-inflammatory beauty balm concentrate is perfect for sensitive and damaged skin.

ARCONA Youth Serum ($90.00) – Powerful anti-aging vitamin C serum (20% L-ascorbic acid) helps improve the appearance of lines, wrinkles, and loss of firmness while brightening overall skin tone.

Solaris Laboratories, Rose Quartz Facial Roller ($45.00) – Relax facial muscles, revitalize and build younger, firmer looking skin with the anti-aging and healing qualities of rose quartz crystals.
The All-Natural, Nontoxic Winter Survival Guide for Face, Skin, Body and Hair | by W3LL PEOPLE

Agent Nateur, Holi(oil) Youth Body Serum ($95.00) – This firming, anti-cellulite body oil will hydrate, brighten and reveal tighter, firmer skin.

One Love Organics, Vitamin C Body Polish ($48.00) – This rinse-able body polish will deeply exfoliate and hydrate for supremely, soft, luminous skin.

WP Water Bottle ($24.99) – The best way to keep your skin healthy throughout the winter is to stay hydrated. You’ll be drinking up the beauty in no time with this glass W3LL PEOPLE water bottle complete with branded silicone sleeve.

Sun Potion Shea Butter ($19.99) – This wildcrafted, unrefined shea butter will soothe, nourish and heal winter-parched skin.

The All-Natural, Nontoxic Winter Survival Guide for Face, Skin, Body and Hair | by W3LL PEOPLE


Reverie Shampoo + Conditioner Duo ($70.00 for set) – Cleanse your hair without drying it out or exposing it to sulfates, parabens, or artificial fragrance with this high-performing duo by Reverie. Ingredients like sweet almond, zinc, babassu oil, and acai oil will keep your scalp and hair healthy throughout the winter.

Cake Hair Serum by Reverie ($72.00) – This restorative hair serum smoothes, soothes, protects, and promotes regeneration with a blend of eight essential oils, including frankincense, sandalwood, and ylang-ylang.

Josh Rosebrook, Enrich Intensive Hair Mask ($38.00) – An intensive hair conditioning mask that will revitalize and significantly improve dry/damaged and brittle hair.

We hope these suggestions help you maintain your glow and feel great all winter long! You can find our products at W3LLPEOPLE.com or contact our Studio Team to place an order combining our products with some of the beautiful brands mentioned above (you can reach them at 1-800-790-1563, Ext.1. Orders over $30 ship free!



Subscribe to W3LL PEOPLE email updates and receive 10% off your first order.

  • Product Updates
  • Events
  • Exclusive Deals