Crunchi Review: What I Love, What I Don’t, and How to Save
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Crunchi is a beauty brand that’s recently become more popular in the world of clean beauty. But how do their products and standards measure up? Here’s my honest Crunchi review including tips on how to save money with Crunchi.
I tried almost every product that Crunchi sells, and compared notes with a picky makeup artist friend. Plus I did a ton of research into the brand’s history and standards. Here are my thoughts.

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My Crunchi Story
I actually tried Crunchi for the first time years ago, because I thought they seemed like a solid toxin-free beauty line.
I appreciated their high standards, but their foundation looked a bit heavy on me, and their lip gloss irritated my lips. Having mainstays like these not work for me made it hard to promote their products.
So I let my consultant status expire.
When Beautycounter started showing signs of closing, I decided to take another look at Crunchi, along with checking out some other companies. I needed a new source of safe, quality skincare and makeup and figured I shouldn’t just ignore Crunchi based on my previous experience.
Thankfully, I found out that Crunchi had reformulated both their foundation and lip gloss, and I got to know the company a lot better. What I found out gave me even more confidence in the brand.
I think you’ll like what I found.
What is Crunchi?
Crunchi is a clean beauty brand that started in 2016. It’s a direct sales model, using advocates to share their safer products via social media, blog posts, and in person pop ups.
The name “Crunchi” is a take off of the term “crunchy” that means someone who’s really into natural living (think granola, Birkenstocks, and organic food). The founders chose the name to reflect their safer product focus while adding the “I” at the end instead of “Y” to give a sophisticated touch to the name.
Who Founded Crunchi?
Kelly Kreusler and Melanie Petschke founded Crunchi. They met at a mom’s night out and hit it off right away.
According to Kelly, Melanie was an ingredient guru at the time. They bonded quickly over many topics and ended up working together in a Direct Sales company that had personal care products, and Melanie was Kelly’s upline.
When the company ended up going in a direction that they could no longer support, they left.
They tried to find a clean beauty brand to get behind, but eventually felt that to get what they wanted, they would have to do it themselves.
They ran into many obstacles including some in the industry pressured them to use ingredients they weren’t comfortable with.
According to Kelly, in response to that Melanie said…
Absolutely not! We’re going to do it right or we’re not going to do it at all.
So they did and ended up launching Crunchi out of Kelly’s home and the rest is Crunchi history.
Crunchi’s Standards
If you’re all about making sure that what you put on your skin has been proven to be safe, then Crunchi is a solid company.
Cruelty-Free
None of Crunchi’s Leaping Bunny Certified products are tested on animals in either the formulation or the manufacturing process.
Extensive Banished List
The company refuses to use many ingredients and their Banished List is quite long.
But the things that they avoid using goes way beyond just refusing to use certain ingredients.
In Depth Ingredient and Packaging Interaction Research
Refusing to use a number of ingredients is one thing, but Crunchi goes a step further to check how ingredients interact with each other.
Crunchi even checks to make sure that their packaging isn’t affecting the products in a negative way. Yes, plastic packaging leaches and other types of packaging can be a problem too. Yikes!
Gluten-free and Non-GMO Certified
Many of Crunchi’s products are non-GMO certified and all are third-party tested to be safe for celiacs. Melanie has a child who suffers from celiac disease, so this certification is particularly important to them.
Their products are made with gluten-free ingredients and have been third-party laboratory tested to confirm gluten is non-detectable (less than 20 ppm). The testing performed is the same that’s required by the FDA for food products to be able make a gluten-free claim.
Organic Ingredients Prioritized
While I loved many of Beautycounter’s products, one thing I wanted was more of a focus on organic ingredients. Beautycounter was improving in that arena, but Crunchi’s been doing this well the whole time.
In fact, sometimes when an ingredient in a Crunchi product isn’t listed as being organic, it still is. If they can’t count on getting a product in its organic form always, the company doesn’t list it as such.
Since organic ingredients have fewer and safer pesticides used on them than conventionally grown ingredients, you can feel confident that these products are better for you and for the planet.
Made In the USA
Almost all of Crunchi’s products are made in the USA. The only products that aren’t are their pencil products, accessories, and some packaging.
The pencils are made in Germany since apparently all or most cosmetic pencils made in the US contain plastic. Crazy, huh?
Their accessories and some of their packaging are made in American-owned factories overseas with very high social/ethical and environmental standards. The factories pass SA 8000 social audits as well as ISO 9000 and ISA 14001 environmental audits.
Better Than EWG Certified
Crunchi is now in the process of getting EWG certified for all of their products which should be a cinch since their standards are higher than EWG certified.
In fact, EWG has apparently said that Crunchi is the most transparent company that they have ever worked with on this program.
Extensive Third-Party Testing
Crunchi invests a lot of care in the ingredient selection process so that the stellar results of testing of their finished products is no surprise.
For example, they pay for the highest quality iron oxide colorants so they know that their testing will come back with results well under safety limits.
Quality Sourcing of Essential Oils
To ensure purity of the essential oils used in their products, Crunchi sources all of their oils from one source that does third party testing on all of their oils.
To their knowledge, there is no other beauty company with this kind of control on the purity of oils used in their products.
Safer Preservatives
Many people are concerned about the use of phenoxyethanol in skincare, but Crunchi avoids it. They use other effective and safe B-Spectrum preservatives instead.
Even so, their products typically have a 2-year shelf life or longer.
Talc-free
A lot of companies have gone talc free due to concerns about asbestos in talc.
Crunchi takes this further in that they avoid even asbestos-free talc due to recent evidence showing that conventional testing methods can fail to detect asbestos accurately, so “asbestos-free” talc may still contain asbestos.
Debt-free
This is a HUGE deal for me. One of the biggest parts of why Beautycounter shut down was its massive debt.
Of course Crunchi has to grow slower to stay debt free, but I’ll take that over going out of business.
No Ethoxylated Ingredients
Crunchi avoids ethoxylated ingredients (including PEGs, sulfates, phenoxyethanol, and more) due to toxic byproducts created during formulation.
Side note, In their FAQs, you can see that there are newer ethoxylated options that are cleaner which they might consider in the future.
Sustainable and Plastic Neutral
Crunchi really stands above others in the industry in their focus on sustainability, and they”re increasing their standards each year.
100 percent of their primary packaging is plastic free, using glass, paperboard, and clean aluminum.
In the few instances where they need to use plastic (like in a wand or cap), that plastic is offset by a partnership with 4 Ocean. Through that partnership, Crunchi is a certified plastic neutral company.
Performance
It goes without saying that skincare and makeup is no good if it’s safe but doesn’t perform. So Crunchi puts a lot of focus on having quality active ingredients in their products.
More Examples of Crunchi’s Ingredient Excellence
- Beeswax – Crunchi’s organic beeswax is collected in a way to ensure the bees are unharmed and their source practices regenerative beekeeping.
- Mica – Crunchi only uses ethically sourced mica that’s free from child labor. They require each manufacturer of their cosmetics to provide documentation from the mica’s raw material supplier.
- No Nano-particles – Since there are a lot of gaps in long-term safety data of nanoparticle technology, Crunchi avoids these.
Crunchi Makeup Reviews
Smart Primer
Primer is kind of both a skincare and a makeup product. In Crunchi’s case, it’s more skincare, but I still am covering this product here. Beautycounter’s Primer bothered my skin, but Crunchi’s Smart Primer is truly a great product.
Not only does it smooth out fine lines and imperfections, but it nourishes skin with ingredients like mushroom extract, jojoba oil, aloe powder, organic sunflower seed oil, and shea butter.
Yes, it’s another step, but you truly might want to splurge on this one. Some say that they use this instead of foundation because of how well it evens skin tone and minimizes the appearance of wrinkles.
Foundation
Crunchi’s Foundation is not only the first product that they developed, but it’s one of their most popular products.
This liquid foundation is truly versatile because it can have both a pretty sheer look but can also provide full coverage.
Foundation Light Coverage Tips
To get a more natural look, use just a small amount of the foundation on the tip of your finger or on their No. 1 Flat Brush. I like mixing it with some of their Daylight Advanced Moisturizer.
With the primer, it creates a truly flawless look that really lasts all day.
And since you only need a small amount for light coverage, one bottle will last a very very very long time.
One negative is their lack of tints, so it can be hard to find your match. Some people mix more than one foundation to get the perfect shade. Also, if you have a very pale complexion, you’ll likely not be able to use this product.
Crunchi Foundation Skin Benefits
Bonus, this product contains ingredients that actually help hydrate, plump, and protect your skin.
Included are:
- Coconut Alkanes – reduces flakiness.
- Glycerin – hydrates and refreshes and softens.
- Sunflower Seed Oil – supports skin’s barrier, prevents dehydration, softens, and has antioxidants.
- Aloe Leaf Juice – nti-inflammatory, skin protection, anti-bacterial, anti-viral, and antiseptic.
- Shea Butter – nourishing (see more about this amazing ingredient in this recipe for Homemade Shea Butter Lotion).
- Hydrogenated Castor Oil – protects.
- Tocopherol – improves skin’s water-binding capacity and skin barrier.
- Gluconolactone – increases cell turnover, stimulates skin growth and repair, improves appearance of aging skin.
- Jojoba esters – help retain moisture and improves barrier function.
- Mushroom Extract: antioxidant, anti-wrinkle, skin brightening, anti-aging, and moisturizing.
I wear shade 2.0. If you need help choosing a shade, just comment on this post or reach out via email at adrienne at wholenewmom dot com.
Lip Oil
Crunchi’s Hydrogloss Lip Oil is really nice with a light flavor. The colors are very flattering and they feel great on my lips. And just like the Crunchi Beautifully Flawless Foundation, their lip oil is full of beneficial ingredients.
- Organic Beeswax – hydrates, conditions, soothes, and calms skin, exfoliates, repairs damage, promotes regeneration, diminishes signs of aging, and creates a protective barrier against pollutants.
- Organic Fruit Blend – hydrates, locks in moisture, and helps protect.
Tinted Moisturizer with SPF
The Tinted Moisturizer is Crunchi’s newest product and it’s getting rave reviews. It’s a great time saver combining moisturizer, sheer makeup coverage, and SPF all in one.
Like their foundation and lip oil, this product is loaded with ingredients to actually nourish your skin.
It’s a bit thicker than other tinted moisturizers, so you can use less to get sheer coverage, and you’ll find it lasts a long time that way!
My Alibi Concealer
The Crunchi Concealer is a nice product as well, though it’s a little thicker than some. The concealer brush is works great for applying, however, if you use just a tiny amount you can use your finger to apply it. Either way, it goes a long way.
Highliner Eye Pencil
I really like Crunchi’s eye pencil. Most eye pencils irritate my eyes, but not this one.
Since learning how to do tight lining (a great technique that helps eyeliner not run) I’ve found this liner stays put well. I still haven’t figured out what ingredient in most eye pencils irritates my eyes, but I’m so thankful that Crunchi’s doesn’t have it!
Crunchi Shattered Mascara
Crunchi’s mascara is a super clean product in a really nice sustainable glass tube. It doesn’t irritate my eyes, like most clean mascaras do. However, it doesn’t lengthen as much as I would like.
According to reviews, Crunchi’s mascara works great with their Eyelash Curler , so I’m going to try that out. For now, I like Poofy Organic’s HD Mascara better, but after I get the Crunchi curler I’ll update with my thoughts. I did find that this mascara seems to run a bit more than Poofy’s.
Crunchi Eyeshadow
I’m not a big eye shadow gal, but their colors are very pretty, and the texture is great too.
I’ve used a few of the colors in this palette several times and truly do love how it looks.
Crunchi Translucent Finishing Powder
Crunchi’s finishing powder is a lot like Beautycounter’s Mattifying Powder, but it’s cleaner.
It gives a nice polished finish, and you only need a little so the container lasts a long time. This Powder Brush is the perfect tool for application.
Crunchi Skincare Reviews
Youth Activating Collection Daylight and Nightlight Advanced
The Daylight Advanced and Nightlight Advanced Skincare has a “Youth Activating Complex” made of
- Azelaic Acid
- Bakuchiol
- Stable Vitamin C
- Non-GMO Propanediol
- Organic Argan & Jojoba Oils, Sea Kelp Extract, and Chondrus Crispus for plumping and hydration
I really like how my skin looks using these products, along with the Goldenlight and I Am Bright.
Crunchi also has Daylight and Nightlight regular moisturizers that are not “youth activating” for those who don’t need the added anti-aging punch.
I Am Luminous
I don’t have this product yet, but I will soon. The ingredients are top-notch, and the reviews are fantastic, referring to reduced redness, pore size, moisturized glowing skin, and more.
Many say that using this in combination with the Goldenlight Peptide Serum and I Am Bright C Serum leads to seriously good hydration and beautiful skin texture.
Goldenlight Multi-Peptide Serum
Crunchi’s Goldenlight Peptide Serum is a powerhouse.
It has several types of peptides that make up 15 percent of the serum (very high for a peptide serum), together with arnica, sea buckthorn, and hyaluronic acid to make a superb combination that many people swear by, including me.
It’s pricey, but I think this product is truly worth it.
I Am Polished Exfoliator
If you loved Beautycounter’s AHA Mask (one of my favorite Beautycounter products), you’ll love Crunchi’s I Am Polished Exfoliator.
It’s a combination of physical and chemical (acid) exfoliators (glycolic, lactic, and fruit acids) that make your skin glow and feel incredibly soft with just one use.
I Am Renewed Charcoal Mask
Crunchi’s Charcoal Mask is another product that I don’t have yet, but I will soon. The reviews are fantastic, and again, the ingredients are super clean.
The stellar reviews mention benefits like reduced pore size, diminished acne, and clean skin. Some say that this is the best mask they’ve ever used.
Accessories
Luxury Vegan Brushes
Crunchi’s brushes are super high quality and make application a pleasure. The bristles feel great and the handles are sustainably made from recycled aluminum.
Things I Don’t Love
While there are so many great Crunchi, I don’t love all of them. But that’s to be expected, not just for me, but for everyone. Not every product is going to work for every person.
I Am the Balm
Crunchi’s Cleansing Balm is an extremely rich makeup remover that many rave about. But not me.
If you like using a balm to clean your face, you might like it, but I had to tug my face too much, especially around the delicate eye area, to get it to work. And the residue on my eyes was really hard to remove.
I personally prefer using a cleanser for my face, but my favorite way to use Beautycounter’s Lotus Balm was on top of my skincare to seal in moisture. However, since Crunchi’s balm has turmeric in it, you can’t do that, or you’ll end up with yellow stains on your pillowcases!
Facial Bar Soaps
Crunchi has two facial bar soaps, a Gentle Facial Bar and a Charcoal Bar.
Both of them are nice, so really this isn’t saying that you shouldn’t buy them, but I’m personally not a fan of facial soap bars because they have a very high pH. Your skin’s pH is about 5.5, and bar soap is about 9, so a bar soap is pretty aggressive for your skin’s acid mantle.
Your skin is alive, so it should recover nicely, but I prefer a regular or oil cleanser for my face.
That being said, some people respond very well to these products and love what they do for their skin.
I’m guessing (and hoping) Crunchi will have another cleanser soon, so stay tuned for that.
And if you try them, a soap saver can really help extend the life of your soap.
Blush
I don’t like Crunchi’s blush, but I don’t wear blush, especially not liquid. However, a makeup artist friend of mine likes it, and she’s pretty picky, so you might like it if you like liquid blush.
For a powder blush, you’re almost guaranteed to love Poofy Organic’s blush. I talk more about that in my Beautycounter alternatives post, but several of my friends rave about this product.
Lip Crayons
I like that these work as a liner and lip color in one. And they are pretty, but they’re just not my favorite. I prefer a moist lip color, and these are a bit dry.
I like the Love Letter shade a lot, but I personally wouldn’t go out of my way to purchase these. But they do get great reviews overall, so why not try one. If you don’t love it, you can return it.
Ways to Save With Crunchi
Aside from sales, you can get 10% off your first order with code ADVOCATE10.
Crunchi also has an Insider program that you can join for only $29, and with your joining order of $50, you get a free gift. You also get 10% back in CrunchiCash with each order, free shipping at $125, and specials throughout the year.
Also, Crunchi regularly has a discount on one of their products for current clients.
Product Value
As mentioned above, the Foundation and Tinted Moisturizer both are thicker than most, so you can definitely stretch those products by using less or adding some moisturizer to them.
Overall Thoughts
If you’re looking for a trustworthy company to get quality, clean skincare, and makeup, Crunchi is a fabulous choice.
Their focus on organic ingredients, intense thoroughness of testing, exceptional transparency, and sustainability make them a truly stellar choice among so many other fish in the sea of clean skincare and makeup brands.
I’m certain you’ll find some favorites among their products and that your skin will thank you for it!
How to Join Crunchi
If you’re like me and are seriously impressed by this company’s standards and mission, I’d love to have you join me in sharing these products with others.
You can go here to learn more and to sign up.
More Clean / Non-toxic Beauty Articles
Here are some more clean beauty posts you might be interested in as well.
- Beautycounter Alternatives
- Heavy Metals In Cosmetics and What to Do About It
- The Dangers of Artificial Fragrance
- Homemade Facial Oil Cleanser
- Homemade Shea Butter Lotion
Have you tried Crunchi? I’d love to hear what you think!