Since 1931, Almay has helped women look and feel their best with good-for-you cosmetics in the most flattering shimmers and shadesall the while staying true to its heritage of using pure, hypoallergenic ingredients. It all began in 1930, when cosmetics were heavy and thick, and made with strong pigments and powerful chemicals. In fact, Almay is so stringent that fewer than 500 of the 10,000 new ingredients available for use in cosmetics meet Almay's superior standards.