Aleph Beauty might be low on noise, but it’s high on impact.
Founded by professional makeup artist Emma Peters, the consciously crafted brand has carved out a loyal following for its clean, high-performance formulas and minimalist ethos. As Aotearoa’s only B Corp-certified cosmetics company, Aleph is proving that beauty can be better – for your skin, the planet, and your makeup bag.
We caught up with Emma to talk business highs and lows, building a purpose-led brand, and what’s next for Aleph.
You founded Aleph with a clear purpose – how have your values shaped the way you run the business day to day?
From the beginning, our guiding principle has been to uphold the well-being of people, planet, and animals equally. These values are deeply interconnected, and once you compromise on one, the rest begin to fall. That’s why every decision at Aleph – formulation, packaging, sourcing, partnerships- is filtered through that lens. It’s a daily practice in alignment and accountability.
What does being Aotearoa’s only B Corp-certified cosmetics brand actually mean for how Aleph operates?
It means that everything we’ve done internally since day one, every sustainable, ethical, conscious choice, can now be quantified and verified externally. B Corp gives us a framework to measure what matters and a commitment to keep improving. It’s not a finish line, it’s a living standard we hold ourselves to, every single day.
Aleph’s range is intentionally tight – how do you decide when a product is truly worth adding?
We believe in doing more with less. You don’t need drawers full of products to create a beautiful, expressive look, just the right ones that work harmoniously together. A product must serve multiple functions, elevate the whole range, and align fully with our values. If it doesn’t tick every box, we leave it out.
You’ve been a makeup artist for years – how has that shaped the way you formulate your products?
Immensely. Years behind the brush, working across every skin tone, age, and condition, has taught me what truly performs in the real world, not just under studio lights. I formulate with that in mind: products need to be blend-able, buildable, and multifunctional. And just as importantly, they need to mix well together. That concept of makeup alchemy – customising textures, tones and finishes on the spot – comes directly from my time on set, backstage, and with clients. When you’re creating a look for a character, a shoot, or a bride, no two faces are ever the same. So I’ve built Aleph to reflect that: a tightly curated range where everything works in synergy, giving you the freedom to create more with less.
Running a beauty business with integrity isn’t easy – what’s been the biggest challenge so far?
Our values are non-negotiable and that’s a beautiful challenge to hold. It means our options are often limited, especially when it comes to packaging. Creating consciously, using mostly glass and aluminium, restricts certain design pathways. But working within those constraints has also pushed us to be more innovative and intentional. Integrity demands creativity.
The Clean Promise initiative is such a standout – how have customers responded to the refill and return programme?
The response has been overwhelmingly positive. People are craving ways to align their beauty choices with their values, and our customers are incredibly engaged and thoughtful. They love that they don’t have to compromise on performance to reduce waste. For us, circularity isn’t a trend, it’s a responsibility.
Fave Aleph product you’re reaching for this season?
Radiance Balm Sun. It’s the easiest way to bring a warm, luminous glow to the skin, especially on days when I want to fake a little more sleep or sunshine. I’ll mix it with Concealer/Foundation for an all-over golden veil, or tap it on the cheeks and lids for instant vitality. Also great to give any Cheek/Lip Tint some bronzy dimension.
Check out Aleph beauty online HERE and keep up to date with the brand via their Instagram HERE
