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| Source: Everyday Minerals website. The full set of Jojoba Base shades. |
Jojoba, which the company says is pronounced 'hōˈhōbə', is a small evergreen tree that is native mostly to the southwestern US. Esters from the plant are used to make the base creamy in texture.
For easier matching, the new shades have the same names as Everyday Minerals' Matte and Semi-Matte base lines. Fair 0N is the lightest of the company's new base shades, with a neutral
undertone that works best on those with light olive colored skin or
freckles and helps to conceal slight redness. Golden Ivory 1W is described as "slightly warmer" than the Ivory Jojoba Base, with golden undertones. Tan 5N, on the other hand, can provide more natural sheen to already golden neutral skin.
A blog post from the company's Founder Carina Menzies suggests Jojoba Base in cold weather, and Semi-Matte and Matte to control shine when it is warmer, and lists the new colours available. Each base costs US$14 and is sold in 4.8g containers.
Everyday Minerals is all-natural, completely vegan, cruelty-free, and
handmade in Austin, Texas in the US, with eco-friendly, recyclable packaging.