Sustainability at the heart. In Conversation with Aleph Beauty's Emma Peters
In Conversation

Sustainability at the heart. In Conversation with Aleph Beauty's Emma Peters


Another fantastic addition to our In Conversation series featuring New Zealand founded B Corp certified businesses, Emma Peters from Aleph Beauty. 

Aleph Beauty was born out of Emma's desire to find effective, clean and sustainable makeup products. Sustainability has always been at the heart of everything at Aleph, so gaining B Corp Certification an achievement that meant so much to the team.

Keep reading to find out more about Emma's story and what Aleph are doing to be leaders in the clean, sustainable beauty category. 

How and why was Aleph born?

After three decades as a makeup artist and many years studying ingredient lists on food packaging, what goes in the body, the best way to nourish the body and different modalities for health and well-being. I saw the importance of clean beauty products. 

I then put together an online natural beauty store that retailed various products from various brands around the world. This allowed me to have great products to offer my clients as I continued working as a makeup artist. I became very familiar with what was in beauty products and what I wanted to avoid and of course throughout my career just knowing the efficacy of what works and what doesn't.

So it was inevitable that I bring out my own range of effective, beautiful products that I would use as a makeup artist but that I would also use as a very fussy, time-poor makeup wearer. 

What makes Aleph different from other makeup products in the market? 

We are very proud of our position within the market which is one of being highly efficacious, as clean as possible, microplastic-free and highly customisable/ versatile. From a makeup artist's perspective this is very useful and functional and from a general cosmetic wearer's perspective brings back a little bit of fun and creativity into the makeup application. All of this also ties into the sustainability of the brand and allows the customer to do a lot more with a lot less. Meaning that they can own less products but create more by mixing and blending different things to create far more than what they've got in front of them.

What does being B Corp Certified mean to you?

From the inception of Aleph, we have always aimed to achieve the B Corp certification. As a way to externally express all of the practices that we value and that have been put in place from the beginning.

What are you doing to move forward in 2024?

We have a very concise sustainability strategy outlined and we aim to succeed in those aspects. 

Already in the first few months of 2024, we have levelled up our recycling stream and we are continuing to do so with various projects on the go.

Where do you see Aleph in the next 5 years?

We see Aleph being a global favourite in the clean and sustainable beauty space.

Proudest business achievement in the last 12 months?

Being able to finally and proudly display our B Corp certification. 

What’s the best piece of advice you’ve ever been given?

Keep moving forward and be ok to pivot when you need to. 

If someone was visiting where you live, what’s the one thing you’d tell them to do? 

Spend a day on Waiheke just wandering around visiting the vineyards and wineries. Soaking up the site and views. 


What's your go-to song to elevate your mood?

A very old classic Gloria by Laura Branigan 

We've been playing this on repeat in the office a lot due to our collaboration with Kate Sylvester and launching a shade called Gloria. 

What’s your go-to beverage?

Water loaded with electrolytes.

Running a business is a constant juggling act, what does managing wellbeing look like to you? 

A morning stack of biohacking cold shower, meditation, fasting 


You can shop Aleph Beauty's incredible range of products on their website here