Toups & Co Organics Review: The Latest Brand In My Makeup Lineup

Looking for high-quality skin and beauty products?

I recently had the opportunity to try out Toups & Co Organics and am sharing all about my experience— including my new favorite skin product, and which item I’ll probably pass on in the future.

If you’ve spent any amount of time in the clean beauty space, you’ve probably come across Toups & Co Organics. They’re a small-batch, tallow-based brand known for their commitment to truly non-toxic ingredients—no greenwashing, no filler, no unnecessary fragrance. As a registered nurse and holistic health coach, I’m pretty picky when it comes to what I put on my skin (and my family’s).

Toups & Co. Organics is a small, family-run clean beauty brand known primarily for its grass-fed tallow skincare, but its product line has expanded far beyond tallow balm. Today, the company sells natural skincare, personal care products, baby balm, body wash, hair products, and a pretty extensive line of clean makeup.

So when the company reached out a few months ago offering for my to try out some products, I was super excited! I always jump on the opportunity to try out quality, non-toxic products and share a transparent review of my experience. And just for clarity— this is not a sponsored post, and I only agreed to share my honest review after thoroughly testing each product personally!

For this Toups & Co makeup review, I tried four products that are perfect for everyday makeup (coming from someone who keeps their makeup routine under 5 minutes max 😅)

• Flawless Face Primer

• Liquid Foundation

• Long Lash Mascara

• Brow Pencil

Below, I'm breaking down the ingredients, formula, application, and my experience with each.

Toups & Co Makeup Review: The Quick Version

Brand: Toups & Co. Organics
Best known for: Tallow skincare + clean makeup
Products I tested: Primer, liquid foundation, mascara, brow pencil
Ingredient philosophy: Shorter ingredient lists, botanical ingredients, mineral pigments, and many certified organic ingredients
Best for: Women looking for a simple makeup routine, with high-quality, non-toxic ingredients
My favorite product: The Primer + Foundation 1000/10 👏
Would I purchase again? Yes! Since originally trying the face makeup, I have already repurchased!

If you want to try and Toups & Co products, they have generously shared code KAELYN10 to save 10% off your purchase ✨

About Toups & Co Organics

The brand’s journey began when the founder struggled to find truly nourishing products for her daughter’s chronic eczema (I really relate to this because my family has also navigated the struggle that is eczema). After discovering that high-quality tallow balm cleared up her daughter’s skin, Toups & Co committed to creating products that aren’t just nontoxic, but are actively beneficial for the skin. This led to creating formulations that prioritize ancestral ingredients with modern, science-driven applications.

Toups & Co emphasizes ingredient transparency and quality. Their core philosophy is rooted in sourcing the highest-quality, grass-fed and grass-finished tallow and other natural components, and keeping labels clear so customers can trust what they’re putting on their skin. They believe the skin is a living organ that deserves nourishment, not just coverage or cleansing.

Beyond skincare, the brand also strives to be environmentally and socially responsible by partnering with regenerative farms, reducing environmental toxins, and educating their community about wellness and clean beauty.

Is Toups & Co Actually Clean Makeup?

"Clean beauty" and "non-toxic" aren't standardized terms, which is why I prefer looking at actual ingredient lists instead of relying solely on marketing claims.

Toups & Co emphasizes ingredient transparency and formulates its makeup with ingredients such as organic aloe leaf juice, jojoba oil, shea butter, plant extracts, vitamin E, natural waxes, and mineral pigments such as iron oxides.

The brand states that its products are made without synthetic preservatives, sulfates, and parabens.

That doesn't necessarily mean every natural ingredient is appropriate for every person. Botanical extracts and essential oils, for example, can still be irritating for some people with very sensitive skin.

Something else that really sets this brand apart is their “never list”. Sometimes navigating “clean products” can feel really overwhelming. That is why I love that they take the guesswork out of it for consumers and commit to a list of ingredients that they will never include in their products. This list includes things like artificial colors and fragrances, sulfates, parabens, and forever chemicals. If you’re interested, you can read the full list here.

What About EWG Scores?

If you use EWG Skin Deep or EWG's Healthy Living tools when researching personal care products, you'll find some Toups & Co products in its database.

It's important to understand what those ratings actually mean. EWG's hazard score range runs from 1 to 10 and considers both available hazard information and the amount of safety data available for individual ingredients. A rating isn't the same thing as proving a product is "safe" or "unsafe."

I personally prefer using resources like EWG as one tool rather than treating a single score as the final word on a product.

That said, every Toups and Co product has a rating of a 1 or a 2 👏 Now, let's get to the specific products I have tried!

Toups & Co Foundation Review

In this picture, i am only using Toups & Co products— specifically, the primer, foundation, mascara, and eyebrow pencil! I love how glowy my complexion looks anytime I wear the foundation.

Toups & Co Liquid Foundation is one of the brand's core makeup products. Unlike the tallow-based skincare products Toups is known for, the foundation does not contain tallow.

Of all the products I tried, the foundation was 10/10 my absolute favorite!

Ingredients:
One of the standout things about Toups & Co foundation is its simplicity. The formula is free from synthetic fragrance, parabens, phthalates, and endocrine-disrupting preservatives. It also includes nourishing ingredients like non-nano zinc oxide and natural mineral pigments.

I especially like seeing organic aloe leaf juice, squalane, shea butter, and vitamin E incorporated into a makeup formula. These are more traditionally associated with skincare products, making this something of a makeup/skincare hybrid on paper. As someone trying to naturally support my skin's aging, I love that they prioritize supportive and clean ingredients. 

It also skips ingredients such as propylene glycol and synthetic fragrance.

One thing worth noting for sensitive skin types: there are quite a few botanical extracts in the formula. Natural ingredients aren't automatically non-irritating, so I'd still patch-test if your skin tends to react easily! Personally, I have pretty sensitive skin, and this foundation has never caused me any irritation. 

Here is the full ingredient list:

*Organic Aloe Leaf Juice, Purified Water, Glycerin, *Organic Rice Powder, Boron Nitride, Candelilla Wax, Olive Squalene, Organic Shea Butter, Chamomile Hydrosol, *Organic Sunflower Lecithin, Vitamin E, Vanilla Planifolia, *Organic Oregano Leaf Extract, *Organic Thymus Thyme Extract, *Organic Olive Leaf Extract, *Organic Rosemary Leaf Extract, *Organic Lavender Flower Extract, *Organic Goldenseal Root Extract, non-gmo Tocopherol. [+/- (MAY CONTAIN) Non-Nano Titanium Dioxide (CI 77891) Iron Oxides (CI 77491, 77492, 77499)

* Certified organic

Now, while you can see all the ingredients listed, unfortunately, you are not able to smell this foundation from the review alone. But MY WORD!! Seeing the herbs on the ingredient list, I was assuming this would have an earthy kind of herbal scent. NOPE. This foundation straight up smells like a yummy vanilla cake batter. Even my husband loved the smell of it!

Coverage + Finish

Coverage: moderate, buildable coverage. Personally, I do not like heavy coverage. The Toups and Co foundation has more coverage than a tinted moisturizer, but not so much that it looks or feels cakey. 

How it feels on the face: I loved the feel of this makeup!

How it wears throughout the day: Great-- especially when paired with the primer.

Does it settle into fine lines? Minimally-- but not at all when paired with the primer. 

Best skin type: I have combination skin with the occasional hormonal breakout. I loved that this worked great for drier areas, as well as oilier spots, and offered enough coverage for the occasional breakout. 

My Experience With Toups & Co Foundation

I loved the Toups and Co Foundation! I ordered it in the shade Oyster and feel like it was a perfect match. It is now my favorite foundation for a full makeup day. I wore it to a black-tie wedding in New York this summer, and it held up to warm temperatures and getting a bit sweaty after dancing!

Personally, I just apply foundation with my fingers. I love that it blends well and is easily buildable in spots where you want a bit more coverage. 

When I think of all the natural makeup I've tried-- Araza, Ilia, Ogee, Jones Road Beauty-- I can confidently say that the Toups and Co foundation ranks first place above the rest. 

Would I Repurchase It?

Yup. Already have! Going into fall and winter months, I think I will get the shade Cahaha Lily. 

Toups & Co Primer Review

Ingredients:
The primer is also tallow-based and formulated without silicones, which is rare. Instead of creating an artificial “slip,” it relies on nourishing fats and oils to prep the skin naturally.

Here is the ingredient list:

Filtered Water, Organic Aloe Vera Juice, *Organic Jojoba Oil, Squalane, Glycerin, Silica, Rice Starch, Vitamin E, Candelilla Wax, Green Tea Leaf Extract, Organic Rosehip Seed Oil, *Organic Oregano Leaf Extract, *Organic Thymus Thyme Extract, Cinnamon Bark Extract, *Organic Rosemary Leaf Extract, *Organic Lavender Flower Extract, *Organic Goldenseal Root Extract

*certified organic

My Experience:
I've never been much of a primer girl, but this made me a convert. As much as I loved the foundation, this primer significantly elevated it. So much so, that I've noticed so many more compliments on the days I wore both products. 

​I think I personally never considered a primer because it felt like an additional step. I truly am a 1-2 step makeup girl and rarely do a "full face" of products. But applying this primer literally took 5 seconds? 

It blurred my pores, gave a natural finish, and noticeably made the foundation application feel silkier and smoother. 

As someone who does not want to spend more than 5 minutes doing her makeup in the morning, I consider this well worth the extra step!

Will I Repurchase?
Yes. I see this more as a hybrid skincare/makeup product. There are days I just use this as my morning moisturizer and skip the foundation!

Toups & Co Mascara Review

Ingredients:
This mascara skips synthetic dyes, fragrance, and harsh preservatives. It uses naturally derived pigments and conditioning ingredients, making it a safer option for sensitive eyes!

Here is the full ingredient list:

Spring Water, Chamomile Hydrosol, Zea Mays Starch, Carnauba Wax, Mica, Coffea Arabica Powder, *Organic Rice Powder, Organic Sunflower Seed Oil, *Organic Sunflower Lecithin, Vitamin E, *Organic Oregano Leaf Extract, *Organic Thymus Thyme Extract, Cinnamon Bark Extract, *Organic Rosemary Leaf Extract, *Organic Goldenseal Root Extract, Lemon Peel Extract, Vanilla, non-gmo Tocopherol. [+/- (MAY CONTAIN) Non-Nano Titanium Dioxide (CI 77891) Iron Oxides (CI 77491, 77492, 77499)

*certified organic

My Experience With Toups & Co Mascara

Toups and Co mascara gave subtle length and volume to my lashes. As someone who likes a more dramatic, lengthening mascara, this was much more minimal. Not bad, just not my personal fave.

​That said, if you are really wanting that "no makeup" look, this would be a great subtle mascara to add to your lineup. 

I enjoyed that it wasn't flaky, and it removed really easily with a cleansing oil. 

Would I Repurchase It?

No. For the price, I would prefer something that gave a bit more lift and volume. 

Toups & Co Brow Pencil Review

I've been noticing lately that so many of the brow pencils on the market have really warm undertones. Since embracing my gray hair **, I have tried to choose cooler eyebrow products but have really struggled to find the right shade. The Toups & Co Brow Pencil comes in 3 shades, 2 of them being cooler tones that I was excited to try! 

Toups & Co Brow Pencil Ingredients

Carnauba Wax, Candelilla Wax, Jojoba Seed Oil, Olive Fruit Oil, Coconut Oil, Caprylic/Capric Triglyceride, Castor Seed Oil and Tea Tree Leaf Oil; may contain Titanium Dioxide and Iron Oxides.

Carnauba and candelilla wax give the pencil structure, while oils provide slip. The formula also contains tea tree essential oil, which may be worth noting if you're particularly sensitive to essential oils.

The pencil has a slanted tip for filling and shaping the brows and a built-in brush on the opposite end. It's currently available in three natural shades: Soft Taupe, Deep Taupe and Deep Brown.

My Experience With Toups & Co Brow Pencil

I chose the deep taupe and felt like it was a good match for my skin tone and hair color. I like that you can apply the pencil and then blend it out with the spooly brush on the opposite end.

I also noticed that this eybrow pencil formulation gives my eyebrows some hold and I avoid needing to use any eyebrow gel to keep them in place.

Would I repurchase?

Yes. I think this is a good eyebrow pencil, especially if you are looking for a cooler shade!

Overall Thoughts on Toups & Co Organics

After testing multiple products, my overall impression of Toups & Co Organics is very positive. This brand clearly prioritizes ingredient integrity over trends, and it shows in how the products feel and perform.

These products may not appeal to everyone—especially if you’re looking for heavy coverage or ultra-glam results—but if your goal is to support your skin, reduce toxic load, and use makeup that aligns with a holistic lifestyle, Toups & Co is absolutely worth considering.

Would I Recommend Toups & Co?
Yes—especially for:

• Sensitive skin

• Minimal makeup routines

• Anyone transitioning to non-toxic beauty

• Those wanting makeup that doubles as skincare

• Relatively simple, transparent ingredient lists

• Many certified organic ingredients

• Mineral pigments such as iron oxides

As always, clean beauty is personal. What works for one person may not work for another—but Toups & Co has earned a solid place in my routine, and I feel confident recommending them!

Toups & Co Makeup FAQ

Is Toups & Co makeup actually organic?

Toups & Co uses many certified organic ingredients, but that doesn't mean every ingredient or every finished makeup product is USDA Certified Organic. Check the individual ingredient list if organic certification is particularly important to you.

Is Toups & Co makeup non-toxic?

"Non-toxic" isn't a standardized cosmetic certification. Toups & Co focuses on simpler formulas, ingredient transparency, botanical ingredients, natural waxes and mineral pigments while avoiding several ingredients commonly excluded by clean beauty brands. I prefer evaluating the individual formula rather than assuming that either "natural" or "synthetic" automatically means safe or unsafe.

Does Toups & Co foundation contain tallow?

No. Despite Toups & Co being known for grass-fed tallow skincare, the current Liquid Foundation ingredient list does not contain tallow. Its main ingredients include organic aloe leaf juice, glycerin, rice powder, squalane and shea butter.

Is Toups & Co foundation good for dry skin?

The formula contains several moisturizing and emollient ingredients—including glycerin, squalane, shea butter and aloe—that may make it appealing for dry skin. Actual performance will still depend on your individual skin type and skincare underneath it.

Personally, I have combination skin with some drier spots and some tending to be more oily. I have never had this foundation dry my skin out. If anything, i feel like the primer helps to moisturize my skin before applying the foundation.

Is Toups & Co makeup good for sensitive skin?

Toups & Co markets its products toward sensitive skin, and its formulas avoid synthetic fragrance. However, several products contain botanical extracts or essential oils. Anyone with known sensitivities should review the individual ingredient lists and consider patch testing.

That said, I have fairly sensitive skin and have never had any issues!

Does Toups & Co foundation have SPF?

The foundation ingredient list includes zinc oxide and titanium dioxide as potential mineral pigments, but that doesn't make it a substitute for sunscreen. Unless a makeup product has been tested and labeled with an SPF value, I wouldn't rely on it for sun protection personally.

Is Toups & Co foundation full coverage?

I never use full coverage makeup just as a personal preference. That said, I felt that one pump gave me a full face of moderate coverage. They say you can add more for buildable coverage. I occasionally have had a breakout that I want to have a bit more coverage, and this foundation did just that without feeling (or looking) cakey.

Where can I buy Toups & Co makeup?

Toups & Co makeup can be purchased directly from the brand online. I recommend checking the current product pages for shade availability, samples, new products and current pricing.

If you want to save 10% on your order, you can use code KAELYN10 👏

Final Thoughts on Toups & Co Makeup

Toups & Co is a great option for anyone looking to bridge the gap between natural skincare and everyday makeup.

What stands out most on paper is the brand's approach to formulation. Instead of simply labeling its products "clean," you can actually look through relatively straightforward ingredient lists featuring things like aloe, jojoba oil, squalane, plant oils, natural waxes, vitamin E and mineral pigments.

But ingredients are only half of a makeup review. A product also needs to look good, feel good, and hold up throughout real life.

After testing the primer, foundation, mascara and brow pencil, here's where I ultimately landed:

Toups & Co has some really, really great products, and I look forward to trying more of their product line. That said, just like with every company, there are some products that just aren’t my fave. 🤷🏻‍♀️ Overall, I have had a great experience with the majority i’ve tried and I plan to continue purchasing.

What I’ll be repurchasing: foundation, primer, eyebrow pencil + body wash

What I won’t be repurchasing: mascara

Do you have any Toups and Co faves that aren’t on the list? Let me know!

Kaelyn

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