About The Nature of Beauty

The Nature of Beauty is part of the Smart Beauty movement, in which looking beautiful doesn't have to mean shutting off your brain. The cosmetics industry is in desperate need of a makeover! It has been the redheaded stepchild of the FDA since the 1930s, with lax regulations & minimally researched ingredients.  This industry is a ticking time bomb in a pretty little bottle sitting on everyone's bathroom counter.  Toxic chemicals linked to birth defects, hormone disruption, & cancer are in our daily grooming products which is unacceptable!  The Nature of Beauty has scoured the ingredient lists of all our products & done the research for you.  We have compiled the safest, highest performing skin care, hair care, and makeup so you can shop with confidence.  Here, greenwashing is not tolerated, and helping customers differentiate between truth and fiction when it comes to their beauty products is a key mission at The Nature of Beauty.

The Nature of Beauty and The Nature of Beauty Spa partner together to provide a comprehensive repetoire of products and services. The Nature of Beauty sells our products all over the world. We are based in Minneapolis, MN where our eco-boutique and spa offers medical grade, corrective focused esthetics as well as permanent makeup, microblading, lash extensions and more! If you are local please visit our spa site for information on our services and pricing.

We are open by appointment if you'd like to stop in to check out the products!

About the owners:

Jennifer Baskin | The Nature of Beauty"I have been an esthetician and permanent makeup artist in the medical field for 15 years. I initially got into it because I had some bizarre skin conditions that my dermatologists couldn't figure out. My nature is to research everything to death so of course that started me on my journey to discover not only how to correct the issues but find out WHY it was happening to me. This snowballed into de-toxifying my personal care products, my home and cleaning products and anything else I could go green with! I began creating my own products after being frustrated that I could not find corrective products that were also natural or organic. Coming from a background of peels, lasers and prescription products, I didn't want to just sell "natural" products that don't actually improve the skin or do anything other than smell nice and feel nice. I also work with breast cancer patients and help them complete their journey by adding tattoo colored areolas post mastectomy. Their concerns are real and imminent and many of them need to clean house (literally) for all of their personal and home care. So was born our one-stop shop to help other people that may feel overwhelmed at the thought of converting all of their toxic, traditional products for cleaner, healthier ones. Skincare products that are clean, natural or organic that can also improve their skin and help improve lines and wrinkles, brighten brown spots and smooth texture. Makeup that looks and performs as beautifully as any traditional makeup without any toxins. Hair care that smells great, performs like a champ and maybe even lathers a bit without sulfates! Our other items and accessories are always fair trade, locally sourced or hand made with care. We carefully research and hand-pick all of our brands after trying them out on ourselves extensively. We hand make most of our samples so that our customers can feel confident when purchasing online, since we know that is a bit tricky at times! We love to hear from our customers via reviews, calls, emails, social media, anything! We value feedback, questions and requests from all sources. We are real people with a passion for skincare, beauty and all things clean, fun and pretty! I live and work in Minneapolis with my 2 dogs Sammy & Sassy, love to travel when I can, spend quality time with my family and friends, and am always on the lookout for new, unique products that fit our philosophy and perform well enough to offer them to you guys!" - Jennifer Baskin

Jennifer is primarily in charge of the e-commerce site, eco-boutique and products, while doing a bit of permanent makeup and tattooing on the side, and Jessica Rose is in charge of the spa and does most of the esthetic services. Here is a bit about Jess:



Jessica Rose | The Nature of Beauty Spa


"I have been a nurse for over 10 years and an esthetician for 4. I originally became a nurse to help people, but found that helping people look and feel better about themselves is also rewarding while giving me the opportunity to fulfill my beauty junkie interests! Coming from a medical background I specialize in treatments that actually give a visible improvement and correction in the skin, not just fluff and buff facials! Although we throw a touch of that in our treatments to make sure they are relaxing and calming. I love helping educate people on skincare, ingredients, treatments and makeup, if you understand WHY something is important then you're much more likely to do it! We've curated a collective of like-minded practitioners so we can offer many things to many clients. Any one person can't be really good at everything, so we each tend to focus on our strengths. At The Nature of Beauty Spa we offer advanced microblading and lash extensions with Trisha, Permanent Makeup with Jennifer, Microneedling, Dermaplaning, Peels, Waxing and Tinting with me and plan to offer some nails and massage in the near future." -Jessica Rose

Stay tuned for some exciting updates on our location!!


The Nature of Beauty Lotion and Leaves

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