In the confusing world of what are now being called "alphabet creams" there are BB, CC, DD, EE creams, and even one with the name "A to Z" cream. Products in this out-of-control category amount to nothing more than tinted moisturizers with sunscreen. As a result, it's hard to find a tinted moisturizer with SPF that isn't trying to pull the wool over your eyes with an inane game of claims. In this case, however, Balm Shelter has done just that, and this product is a great option!
The lotion-like texture feels very light and it's easy to apply. Once set, the finish is slightly dewy, so it isn't for oily skin, but it's great for normal, dry, or combination skin.
As a true tinted moisturizer should, it provides just enough color to even out redness and minor imperfections for a look that is remarkably natural; in fact, it makes your skin look like an enhanced version of itself—and you get broad-spectrum sun protection for anti-aging benefits.
This wears well throughout the day without emphasizing pores, fine lines, or wrinkles, and there's a good selection of neutral shades for very light to medium-dark skin tones - best of all, it's fragrance-free!
Our only complaint is that the formula lacks anti-aging ingredients beyond the sunscreen. Still, you could apply this over a well-formulated serum (most do double-duty as foundation primers) and be good to go!
- Lightweight texture that's easy to apply.
- Evens out redness and minor imperfections for a natural, slightly dewy look.
- Provides broad-spectrum sun protection.
- Doesn't emphasize fine lines, pores, or wrinkles.
- Good selection of neutral shades.
- Lacks a mix of anti-aging ingredients beyond the sun protection.
Active: Octinoxate 7.5%, Octisalate 3%, Avobenzone 3%. Inactive: Water, Cetearyl Alcohol, Isopropyl Myristate, Cetyl Dimethicone, Dimethicone, Hexyl Laurate, Potassium Cetyl Phosphate, Hydroxyethyl Acrylate, Sodium Acryloyldimethyl Taurate Copolymer, Isohexadecane, Polysorbate 60, Styrene-DVB Crosspolymer, Sorbitan Sesquioleate, Phenoxyethanol, Caprylyl Glycol, Ethyhexyl Glycerin, Hexylene Glycol, Sodium Dehydroacetate. May Contain: Titanium Dioxide, Iron Oxides.
Today, most cosmetics companies seem to be launched for one of three distinct reasons: they come about as the extension of a high-end fashion house's brand (like Burberry, Tom Ford, Dolce & Gabbana, Marc Jacobs, or Armani); they're created by some corporation under the endorsement of a celebrity (Drew Barrymore's Flower Beauty or Kat Von D's line); or, as is the case for theBalm Cosmetics, an entrepreneur saw an "unfilled niche" in the cosmetics market and decided to get to work.
theBalm was founded in San Francisco by Marissa Shipman, who spent years trying to break into the cosmetics industry before forming her own company in 2004. As the story goes, she crafted her own products in her kitchen by consulting makeup books she bought from Amazon.com. (We hoped that one of them was Paula's Don't Go to the Cosmetics Counter Without Me, but given many of the formulations, we don't think so.) Eventually she was able to hire a chemist, get a lab (Bye-bye, kitchen workshop!), and secure distribution through cosmetics retailer Sephora. theBalm's products have (pardon the pun) exploded and are now sold in dozens of countries worldwide.
It's interesting to note that theBalm is quite reminiscent of the Benefit brand; the similarity of the packaging, marketing, colors, product selection, and even the place of origin - San Francisco – is blatant. Featuring recyclable cardboard packaging with retro pinup-style artwork and cutesy names, theBalm line includes both makeup and skin care products, and is reasonably priced, although it's definitely more expensive than what you'll find at the drugstore.
The company's makeup is definitely its stronger suit, with some good options, such as a couple eyeshadow palettes, the mascara, and its pressed-powder blushes. It has one true blockbuster product: Balm Shelter tinted moisturizer. This standout product performs amazingly well and is deserving of its many accolades.
Unfortunately, theBalm also has some problematic makeup, in particular, and ironically, their lip products. The inclusion of irritants in two of its lip products is disappointing, and an otherwise excellent lip gloss (with SPF, no less) is marred by a fragrance that's downright overwhelming initially and potentially irritating if used every day.
As far as skin-care, the company's collection, called TimeBalm, is surprisingly larger than you might think. It includes cleansers, toners, moisturizers, AHA exfoliants, masks, eye-area products, and a handful of ancillary items that are questionable in terms of their benefit—though some of them, like the foundation primer, are indeed worth checking out.
Overall, based on the formulas, there’s little reason to give the majority of these skin-care products a second thought, as most of them are laced with one or more problematic ingredients or, in the case of most of the moisturizers, suffer due to jar packaging, which compromises the product’s stability. The prices are good, but there’s not much value in saving money on average-to-problematic products, especially when spending just a bit more can get you far better formulas.
theBalm boasts that TimeBalm skin-care products are free of parabens, synthetic dyes, and phthalates, and many consumers seem to be seeking such products. However, parabens are not a problem, and phthalates aren’t usually included in skin-care products—they’re more often seen in nail polish and in some fragrances. Not including synthetic dyes is helpful, but it would have been even better for your skin if theBalm had avoided fragrant oils and other plant-based irritants. Lots of theBalm products contain great natural ingredients, but they’re often commingled with potentially irritating natural ingredients, and that doesn’t add up to great skin care—it’s more of a ticking time bomb than anything else.
For more information, call 510-522-3610, or visit www.thebalm.com. And yes, we're aware that "it's thebalm.com" is an expression used to indicate something that's totally cool. Coincidence? We'll let the reviews speak for themselves!