I consider myself “crunchy” in that I prioritize clean ingredients and healthy habits, but I still enjoy a full face of makeup and a night out now and then. As I get older, comfort wins more often—yet I want products that are both gentle and effective. That’s why I was excited to try Toups & Co.
I tested several of their skincare and makeup items and was impressed. The makeup lasted late into the night on multiple occasions, and my skin has responded well to their formulations.
This review is not sponsored. Some products were gifted but most were purchased. We may receive compensation from certain links at no extra cost to you. We only recommend products we genuinely like.
My general thoughts
Toups & Co. offers a broad range of natural, non-toxic skincare and makeup made with simple, wholesome ingredients. Their focus is on nourishing, effective formulas that prioritize safety without sacrificing performance.
After using several of their products, I’m a fan. Each item I tried performed well and my skin tolerated them—especially the French Green Clay Soap, which quickly became a favorite.
If you’re curious about Toups & Co. but unsure where to start, below are my impressions, pros and cons, and a breakdown of each product I tested.
In-depth review of the products I tried
I tried a variety of Toups & Co. skincare and makeup; several pieces have become part of my regular routine. Below are my honest takes and which ones stood out.
French Green Clay Soap
Price: $19
This versatile soap works for face and body. Formulated with French green clay, coconut oil, and natural minerals, it offers deep cleansing while remaining hydrating. The ingredients provide antimicrobial and anti-inflammatory benefits to clarify and detox the skin.
My take: A little goes a long way. I’ve used it daily for months and still have plenty left. It has a gentle floral scent and gives a true deep clean without leaving skin tight or dry. My acne-prone but dry skin responds really well to this soap.
Would I re-buy it? Yes—definitely. It delivers a next-level clean and feels worth the price.
Brighten Facial Tonic
Price: $26
Toups & Co. makes several tonics—Clear, Brighten, Hydrate, and Calm—so you can choose based on your skin concerns. I tried the Brighten Tonic, which uses lemon peel, yarrow, and lady’s mantle to balance pH and revive dull complexions while priming and refreshing the skin.
My take: I use the Brighten Tonic with my morning moisturizer for a glowy finish. Unlike many toners, this one feels hydrating and fresh. It’s gentle and a good option if you have sensitive skin.
Would I re-buy it? Yes. It brightens without drying and feels soothing.
Other notes: A colleague tried the Hydrate Tonic (hibiscus, peppermint, geranium, blue algae) and found it subtly scented, refreshing, and nicely hydrating—solid for everyday use, though not life-changing.
Tallow Balms
Price: $32
The grass-fed tallow balms are made from whole-food ingredients and healthy fats to nourish skin deeply. They’re non-fractionated, meaning the ingredients stay in their whole form. Options include Original, Unscented, Vanilla + Almond, Frankincense, Baby Balm, Sun Balm (with non-nano zinc oxide), and seasonal varieties.
My take: The lavender-frankincense version is lightweight yet deeply nourishing, with a spa-like scent. The whipped texture works well as a daily moisturizer and hasn’t caused breakouts.
Other notes: One reviewer was initially skeptical about tallow but converted after trying these balms. They’re moisturizing and noticeable for up to 24 hours. Because they have an oily finish, some prefer them for nighttime use. The Magnesium Balm is also a standout for relaxation, muscle relief, and softer skin.
Would I re-buy them? Yes—already have.
Liquid Foundation
Price: $48
This foundation contains shea butter, aloe vera leaf juice, and herbal extracts, acting as skincare while providing coverage. It’s lightweight, breathable, and includes natural SPF from non-nano titanium dioxide. Designed for sensitive and acne-prone skin, it builds easily from a natural finish to fuller coverage.
My take: One of the better natural foundations I’ve used—buildable, long-lasting, and non-cakey. It has a light sweet scent that fades and wears well in hot weather while remaining hydrating for colder months.
Would I re-buy it? Yes. It’s pricier but worth it for a high-quality natural foundation.
Natural Pressed Blush
Price: $28
The pressed mineral blush delivers deep pigment and long-lasting color. It glides on smoothly, blends well, and comes in four shades from soft pink to rusty rose. I chose Dusty Rose and love the healthy, natural finish.
Would I re-buy it? Yes. It meets my standard for long wear in clean makeup.
Natural Eyeliner
Price: $28
This cream gel eyeliner contains castor oil, rosemary, and thyme leaf. Offered in black and brown, it applies smoothly and resists smudging while supporting lash health. The brown shade gives a soft, rich chocolate look ideal for a natural smoky eye.
My take: It glides on easily and stays put—surviving handwashing while still removing with makeup remover. It also doubles well as a brow filler. One reviewer noted the tip dulls more quickly than expected, but overall it’s a staple and will be repurchased.
Long Lash Mascara
Price: $26
This lengthening mascara increases volume and length while minimizing flakes and clumps. The short wand offers control and the formula feels lightweight but effective—lashes look noticeably longer and the product holds up through the day without smudging.
Would I re-buy it? Yes. It’s a strong non-toxic mascara option that doesn’t flake or irritate.
Cream Luminizer Pot
Price: $28
This cream highlighter adds a subtle, warm glow and is applied easily with fingertips. Formulated with vitamin E and jojoba oil, it’s hydrating and blends seamlessly. Champagne has pretty golden undertones and provides a natural radiance on high points of the face and collarbones.
Would I re-buy it? Yes—its creamy, buildable finish and practical packaging make it a keeper.
Clean Contour Kit
Price: $88
The 3-piece kit includes concealer, cream cheek tint, and bronzer. The concealer blends into skin instead of sitting on top, and the bronzer and cheek tint are pigmented and long-wearing. The set feels high-end while still being all-natural.
Would I re-buy it? Yes—these have become part of a regular makeup routine for some contributors.
Lip Gloss & Lip Balm
Price range: $6–$32
Toups & Co. offers lipstick, gloss, tinted and non-tinted lip balms, and multi-purpose cheek/lip sticks. Their lip glosses combine castor oil, jojoba, and shea butter for nourishing color. The tinted glosses lean more matte—between a gloss and lipstick—while the clear gloss is shinier. The chapstick-style Tallow Lip Love glides on smoothly and is a favorite for texture and flavor.
Packaging note: Many lip items use plastic packaging and currently lack refill options.
Would I re-buy? Yes to the lip balm; perhaps not all the glosses.
“Flawless Face” Makeup Primer
Price: $52
This primer smooths and slightly tackifies the skin to help makeup adhere and last longer. It also offers moisturizing benefits and doesn’t noticeably change skin texture toward too dry or too oily.
Would I re-buy? Yes. It’s effective and doubles as a lightweight moisturizer if you choose to use it that way.
Body Polish
Price: $52
This thick sugar-based exfoliant contains 100% grass-fed tallow and nourishing plant oils. It exfoliates gently, leaves skin smooth and moisturized, and helps with razor burn and ingrown hairs. The jar goes a long way.
Would I re-buy? Possibly, as a treat or gift—the price is high for a body exfoliator, but the quality and longevity are good.
Vitamin C Serum
Price: $110
Formulated with whole-food sources of vitamins and antioxidants, this vitamin C serum aims to protect against environmental stressors and support brighter, more even skin tone. It feels smooth on application and can be a worthwhile preventive step in an anti-aging routine.
Would I re-buy? It’s an investment, but a little goes a long way and one bottle should last a while.
Resurfacing Mask
Price: $58
This mask features raw honey, blue algae, AHA fruit acids, and kaolin clay. It’s gentle enough for sensitive skin and can be used up to three times a week. The texture is thick and slightly tooth-paste-like; it left my skin softer after the first use, though results build with consistent use.
Would I re-buy? If you want a stronger, clinical peel you might choose something different; but for sensitive skin or frequent use, this is a solid, gentle option.
Everything Bar
Price: $19
The Everything Bar is a practical, multi-purpose soap made from organic virgin coconut oil and grapefruit essential oil. It lathers well, cleans effectively without drying, and is great for travel when you want to pack light.
Would I re-buy? Yes. It’s convenient and functional for minimalists and travelers.
More Bar Soaps
Price: $19
I’ve tried many of their bar soaps: French Green Clay, Lavender Tallow, Activated Charcoal, Everything Soap, and seasonal bars like Vanilla + Peppermint. The Activated Charcoal works well as a purifying face wash without overdrying, and Lavender Tallow is very gentle. I like them all and find they’re worth buying occasionally despite being pricier than mass-market bars.
Body Wash
Price: $20–$24
The body wash provides gentle nourishment for sensitive skin with moderate lather and a light scent. There’s also a Men’s Body Wash and a baby option. It’s effective and mild, though some may prefer refill systems to reduce plastic packaging.
Deodorant
Price: $20
Available in several scents and in Regular (baking soda-free) and Extra Strength versions, the deodorant performs well. It can feel slightly tacky initially but absorbs and provides solid odor protection for many users.
Would I re-buy? Yes—it’s effective, though it’s pricier than drugstore options.
Dry Shampoo
Price: $44 (with applicator brush) or $30 (without brush)
Offered in versions for lighter and darker hair, this powder-based dry shampoo uses arrowroot, kaolin clay, baking soda, and optional cacao for darker shades. It absorbs oil well and the brush applicator helps blend. Expect a learning curve compared to aerosol sprays, and volume will be subtler than conventional products.
Would I re-buy? Yes—though DIY options exist for those on a tight budget.
Pros & cons
Pros:
- 100% natural and often organic ingredients without synthetic chemicals or unnecessary fillers
- Products available for different skin types and concerns
- Calming essential-oil scents in many items
- A simple, gender-neutral aesthetic that feels refined
- High-quality formulations and elevated packaging
- Sustainably sourced ingredients from small, family-owned farms
- Made in the USA (Alabama)
- Gentle, skin-friendly formulations
- Makeup that genuinely lasts all day and night
Cons:
- Not vegan (uses tallow in many products)
- Some items are on the expensive side
- Plastic packaging is used for several products
Toups & Co. ingredient selection
Toups & Co. emphasizes high-quality, effective ingredients intended to heal and protect skin. They use organic cold-pressed oils and tallow from grass-fed cows, and avoid toxins, GMOs, synthetic chemicals, unnecessary fillers, and artificial colors or fragrances.
Any ingredients of concern?
The brand uses essential oils in many formulas. While essential oils are natural, they can be irritating for very sensitive skin. If you react to essential oils, check ingredient lists and patch-test new products before applying them to your face.
Ingredients to generally avoid in skincare & makeup
There are many questionable chemicals in conventional personal care products that Toups & Co. avoids. Examples include parabens, certain formaldehyde releasers, heavy metals, undisclosed fragrances (often containing phthalates), PEGs, petrolatum, sulfates for sensitive skin, and others. Choosing brands that avoid these ingredients reduces the risk of irritation and long-term exposure to potentially harmful compounds.
What sets Toups & Co. apart?
Founded by Emilie Toups, Toups & Co. focuses on ingredient integrity and sourcing from small family-owned farms. Their goal is to create formulas that perform as well as conventional products while using recognizable, safe ingredients. For those seeking clean, effective skincare and makeup, Toups & Co. is a strong option worth exploring.