Since 1931, Almay has helped women look & feel their best with its range of gentle cosmetics & skin care, all the while staying true to its heritage of using pure, hypoallergenic ingredients. It was the first brand to make 100% fragrance free products & to disclose all ingredients used. The first brand to perform safety testing for allergy & irritation, the first brand to formulate for contact lens wearers & the first brand to create cosmetic regimens for specific skin types. 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.