Almay
(https://almay.com) 📸 Data Snapshot: May 29, 2026
Trust & Proof — The Lens
Count trust words (review, testimonial, rating, verified) against real outbound proof links (Google, Trustpilot, Clutch, G2, Yelp). Lots of trust language with zero verification links is trust theatre. Unlinked logo galleries count against it.
Trust & Proof
Verifiable evidence vs. Trust Theatre.
10
Impact Weight: 20 / 100
50% Reputation
The site displays significant review counts, such as 227 for Face Makeup and 82 for Eye Makeup, but provides a proof_links_count of only 1, suggesting these are internal reviews without third-party verification links (trust theatre). Claims like ‘dermatologist and ophthalmologist tested’ are stated as fact on every sub-page without linking to specific clinical trial summaries or lab documentation. While Miranda Kerr provides high-profile social proof, the ‘Almay Clean’ values are mentioned as a link but not substantiated with data within the primary product flow.
The proof density is moderate, driven by the sheer volume of product specifications (shades, prices, and application types) rather than clinical evidence. For every 5-6 product claims, there is 1 pointer to a ‘Values’ page or a ‘Tested’ claim, creating a ratio that leans more toward commercial assertion than scientific proof. The presence of ‘New Look!’ and ‘Sale’ tags further reinforces a retail focus over a cosmeceutical proof focus.
Trust & Proof is read by weighing trust language against real verification. Below is the page-by-page tally of review mentions and external proof links, then the schema markup that may (or may not) declare verifiable ratings and identity proof.
🛡️ Trust Signals — reviews, proof links, trust-theatre check
342Review mentions (all pages)
4External proof links (all pages)
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 3 | 1 |
| /collections/hypoallergenic-face-makeup/ | 227 | 1 |
| /collections/hypoallergenic-eye-makeup/ | 82 | 1 |
| /collections/hypoallergenic-lipstick-lip-gloss-and-lip-balm/ | 30 | 1 |
🔗 Identity & Technical Layer — schema JSON-LD: declared ratings, reviews & identity proof
Homepage schema
{
"@context": "https://schema.org",
"@type": "Organization",
"url": "https://www.almay.com",
"logo": "https://www.almay.com/cdn/shop/files/favicon.jpg",
"image": "https://www.almay.com/cdn/shop/files/favicon.jpg",
"name": "Almay",
"email": "contact@almay.com",
"telephone": "1-212-527-4000",
"address": {
"@type": "PostalAddress",
"streetAddress": "55 Water Street",
"addressLocality": "New York",
"addressCountry": "US",
"addressRegion": "New York",
"postalCode": "10041"
},
"sameAs": [
"https://www.instagram.com/almay",
"https://www.facebook.com/almay/",
"https://www.youtube.com/user/almay",
"https://www.pinterest.com/almaycosmetics/",
"https://www.tiktok.com/@almay.cosmetics"
]
}
/collections/hypoallergenic-face-makeup/
[
{
"@context": "http://schema.org",
"@type": "CollectionPage",
"image": {
"@type": "ImageObject",
"height": 400,
"url": "https://www.almay.com/cdn/shop/collections/ALMAY_ALL_FACE_BANNER.jpg?v=1767643983&width=1150",
"width": 1150
},
"name": "Face Makeup",
"_truncated": true,
"_original_size": 54618
},
{
"@context": "https://schema.org/",
"@type": "CollectionPage",
"@id": "https://www.almay.com/collections/hypoallergenic-face-makeup#page",
"name": "Face Makeup",
"url": "https://www.almay.com/collections/hypoallergenic-face-makeup",
"description": "",
"image": {
"@type": "ImageObject",
"url": "https://www.almay.com/cdn/shop/collections/ALMAY_ALL_FACE_BANNER.jpg?crop=center&height=1024&v=1767643983&width=1024",
"width": 1024,
"height": 1024
},
"isPartOf": {
"@type": "WebSite",
"name": "Almay",
"url": "https://www.almay.com"
},
"mainEntity": {
"@type": "ItemList",
"@id": "https://www.almay.com/collections/hypoallergenic-face-makeup#list",
"name": "Face Makeup",
"itemListOrder": "https://schema.org/ItemListOrderAscending",
"itemListElement": {
"0": {
"@type": "ListItem",
"position": 1,
"item": {
"@context": "http://schema.org/",
"@id": "/products/clear-complexion-concealer#product",
"@type": "ProductGroup",
"brand": {
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"name": "[DEPTH_TRUNCATED]"
},
"category": "Foundations & Concealers",
"description": "",
"hasVariant": {
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"_items_truncated": true
},
"name": "Clear Complexion Concealer™",
"productGroupID": "7888627630149",
"url": "https://www.almay.com/products/clear-complexion-concealer"
}
},
"1": {
"@type": "ListItem",
"position": 2,
"item": {
"@context": "http://schema.org/",
"@id": "/products/clear-complexion-foundation#product",
"@type": "ProductGroup",
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"name": "[DEPTH_TRUNCATED]"
},
"category": "Foundations & Concealers",
"description": "",
"hasVariant": {
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"3": "[DEPTH_TRUNCATED]",
"4": "[DEPTH_TRUNCATED]",
"_items_truncated": true
},
"name": "Clear Complexion Foundation™",
"productGroupID": "7887681519685",
"url": "https://www.almay.com/products/clear-complexion-foundation"
}
},
"2": {
"@type": "ListItem",
"position": 3,
"item": {
"@context": "http://schema.org/",
"@id": "/products/color-care-tint-stick%E2%84%A2#product",
"@type": "ProductGroup",
"brand": {
"@type": "[DEPTH_TRUNCATED]",
"name": "[DEPTH_TRUNCATED]"
},
"category": "Makeup",
"description": "",
"hasVariant": [
"[DEPTH_TRUNCATED]",
"[DEPTH_TRUNCATED]",
"[DEPTH_TRUNCATED]",
"[DEPTH_TRUNCATED]",
"[DEPTH_TRUNCATED]"
],
"name": "Color & Care Tint Stick™",
"productGroupID": "7560232599621",
"url": "https://www.almay.com/products/color-care-tint-stick%E2%84%A2"
}
},
"3": {
"@type": "ListItem",
"position": 4,
"item": {
"@context": "http://schema.org/",
"@id": "/products/skin-perfecting-hydrating-tint%E2%84%A2#product",
"@type": "ProductGroup",
"brand": {
"@type": "[DEPTH_TRUNCATED]",
"name": "[DEPTH_TRUNCATED]"
},
"category": "Face Moisturizers",
"description": "",
"hasVariant": {
"0": "[DEPTH_TRUNCATED]",
"1": "[DEPTH_TRUNCATED]",
"2": "[DEPTH_TRUNCATED]",
"3": "[DEPTH_TRUNCATED]",
"4": "[DEPTH_TRUNCATED]",
"_items_truncated": true
},
"name": "Skin Perfecting Hydrating Tint™",
"productGroupID": "7561230712901",
"url": "https://www.almay.com/products/skin-perfecting-hydrating-tint%E2%84%A2"
}
},
"4": {
"@type": "ListItem",
"position": 5,
"item": {
"@context": "http://schema.org/",
"@id": "/products/ageless-hydrating-concealer%E2%84%A2#product",
"@type": "ProductGroup",
"brand": {
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"name": "[DEPTH_TRUNCATED]"
},
"category": "Foundations & Concealers",
"description": "",
"hasVariant": {
"0": "[DEPTH_TRUNCATED]",
"1": "[DEPTH_TRUNCATED]",
"2": "[DEPTH_TRUNCATED]",
"3": "[DEPTH_TRUNCATED]",
"4": "[DEPTH_TRUNCATED]",
"_items_truncated": true
},
"name": "Ageless Hydrating Concealer™",
"productGroupID": "7560185970757",
"url": "https://www.almay.com/products/ageless-hydrating-concealer%E2%84%A2"
}
},
"_items_truncated": true
}
},
"_truncated": true,
"_original_size": 54618
}
]
/collections/hypoallergenic-eye-makeup/
[
{
"@context": "http://schema.org",
"@type": "CollectionPage",
"description": "Bring your eye look to a new level with Almay's hypoallergenic eye makeup. With our hypoallergenic eyeshadow, eyeliner, and more, you can create all of the bold looks you want without worrying about eye irritation. All of our fragrance free eye makeup products are dermatologist and ophthalmologist tested and cruelty free. Your journey to attention-grabbing eye looks without irritation begins here.",
"image": {
"@type": "ImageObject",
"height": 400,
"url": "https://www.almay.com/cdn/shop/collections/ALMAY_ALL_EYES_BANNER_2ba49c64-9146-4788-bd63-0ce9d9f2baa5.jpg?v=1767643950&width=1150",
"width": 1150
},
"name": "Eye Makeup",
"_truncated": true,
"_original_size": 40616
},
{
"@context": "https://schema.org/",
"@type": "CollectionPage",
"@id": "https://www.almay.com/collections/hypoallergenic-eye-makeup#page",
"name": "Eye Makeup",
"url": "https://www.almay.com/collections/hypoallergenic-eye-makeup",
"description": "Bring your eye look to a new level with Almay's hypoallergenic eye makeup. With our hypoallergenic eyeshadow, eyeliner, and more, you can create all of the bold looks you want without worrying about eye irritation. All of our fragrance free eye makeup products are dermatologist and ophthalmologist tested and cruelty free. Your journey to attention-grabbing eye looks without irritation begins here.",
"image": {
"@type": "ImageObject",
"url": "https://www.almay.com/cdn/shop/collections/ALMAY_ALL_EYES_BANNER_2ba49c64-9146-4788-bd63-0ce9d9f2baa5.jpg?crop=center&height=1024&v=1767643950&width=1024",
"width": 1024,
"height": 1024
},
"isPartOf": {
"@type": "WebSite",
"name": "Almay",
"url": "https://www.almay.com"
},
"mainEntity": {
"@type": "ItemList",
"@id": "https://www.almay.com/collections/hypoallergenic-eye-makeup#list",
"name": "Eye Makeup",
"itemListOrder": "https://schema.org/ItemListOrderAscending",
"itemListElement": {
"0": {
"@type": "ListItem",
"position": 1,
"item": {
"@context": "http://schema.org/",
"@id": "/products/length-lift-mascara%E2%84%A2#product",
"@type": "ProductGroup",
"brand": {
"@type": "[DEPTH_TRUNCATED]",
"name": "[DEPTH_TRUNCATED]"
},
"category": "Mascaras",
"description": "A mascara that lengthens, lifts, and conditions eyelashes from root to tip without flaking, and is eco-friendly? Right this way...",
"hasVariant": [
"[DEPTH_TRUNCATED]",
"[DEPTH_TRUNCATED]",
"[DEPTH_TRUNCATED]",
"[DEPTH_TRUNCATED]"
],
"name": "Length & Lift Mascara™",
"productGroupID": "7560180826181",
"url": "https://www.almay.com/products/length-lift-mascara%E2%84%A2"
}
},
"1": {
"@type": "ListItem",
"position": 2,
"item": {
"@context": "http://schema.org/",
"@id": "/products/multi-benefit-mascara%E2%84%A2#product",
"@type": "ProductGroup",
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"name": "[DEPTH_TRUNCATED]"
},
"category": "Mascaras",
"description": "All the mascara benefits your lashes could want, including volume, length, and definition. Plus, the formula is infused with keratin!",
"hasVariant": [
"[DEPTH_TRUNCATED]",
"[DEPTH_TRUNCATED]",
"[DEPTH_TRUNCATED]",
"[DEPTH_TRUNCATED]"
],
"name": "Multi-Benefit Mascara™",
"productGroupID": "7560243052613",
"url": "https://www.almay.com/products/multi-benefit-mascara%E2%84%A2"
}
},
"2": {
"@type": "ListItem",
"position": 3,
"item": {
"@context": "http://schema.org/",
"@id": "/products/thickening-tint-mascara%E2%84%A2#product",
"@type": "ProductGroup",
"brand": {
"@type": "[DEPTH_TRUNCATED]",
"name": "[DEPTH_TRUNCATED]"
},
"category": "Mascaras",
"description": " Thickens lashes instantly while gradually tinting lashes over time. The formula is enriched with a lash-caring complex to promote healthy, thicker looking lashes. It gives bold, intense payoff for full wide-lash effect and smooth application with no flaking. The hypoallergenic formula is ophthalmologist tested and suitable for sensitive eyes and contact lens wearers. Fragrance free and cruelty free. ",
"hasVariant": [
"[DEPTH_TRUNCATED]",
"[DEPTH_TRUNCATED]",
"[DEPTH_TRUNCATED]"
],
"name": "Thickening & Tint Mascara™",
"productGroupID": "7560183152709",
"url": "https://www.almay.com/products/thickening-tint-mascara%E2%84%A2"
}
},
"3": {
"@type": "ListItem",
"position": 4,
"item": {
"@context": "http://schema.org/",
"@id": "/products/volume-conditioning-mascara%E2%84%A2#product",
"@type": "ProductGroup",
"brand": {
"@type": "[DEPTH_TRUNCATED]",
"name": "[DEPTH_TRUNCATED]"
},
"category": "Mascaras",
"description": " Struggling with brittle, dry lashes? Show ‘em some love with our all-day wear mascara that conditions as it volumizes for the appearance of fuller, longer, and stronger eyelashes instantly. ",
"hasVariant": [
"[DEPTH_TRUNCATED]",
"[DEPTH_TRUNCATED]",
"[DEPTH_TRUNCATED]",
"[DEPTH_TRUNCATED]"
],
"name": "Volume & Conditioning Mascara™",
"productGroupID": "7560246394949",
"url": "https://www.almay.com/products/volume-conditioning-mascara%E2%84%A2"
}
},
"4": {
"@type": "ListItem",
"position": 5,
"item": {
"@context": "http://schema.org/",
"@id": "/products/eyeliner-pencil#product",
"@type": "ProductGroup",
"brand": {
"@type": "[DEPTH_TRUNCATED]",
"name": "[DEPTH_TRUNCATED]"
},
"category": "Eyeliner",
"description": "",
"hasVariant": {
"0": "[DEPTH_TRUNCATED]",
"1": "[DEPTH_TRUNCATED]",
"2": "[DEPTH_TRUNCATED]",
"3": "[DEPTH_TRUNCATED]",
"4": "[DEPTH_TRUNCATED]",
"_items_truncated": true
},
"name": "All-Day Eyeliner Pencil™",
"productGroupID": "7560131248197",
"url": "https://www.almay.com/products/eyeliner-pencil"
}
},
"_items_truncated": true
}
},
"_truncated": true,
"_original_size": 40616
}
]
/collections/hypoallergenic-lipstick-lip-gloss-and-lip-balm/
[
{
"@context": "http://schema.org",
"@type": "CollectionPage",
"image": {
"@type": "ImageObject",
"height": 400,
"url": "https://www.almay.com/cdn/shop/collections/ALMAY_ALL_LIPS_BANNER.jpg?v=1767644049&width=1150",
"width": 1150
},
"name": "All Lips",
"_truncated": true,
"_original_size": 22064
},
{
"@context": "https://schema.org/",
"@type": "CollectionPage",
"@id": "https://www.almay.com/collections/hypoallergenic-lipstick-lip-gloss-and-lip-balm#page",
"name": "All Lips",
"url": "https://www.almay.com/collections/hypoallergenic-lipstick-lip-gloss-and-lip-balm",
"description": "",
"image": {
"@type": "ImageObject",
"url": "https://www.almay.com/cdn/shop/collections/ALMAY_ALL_LIPS_BANNER.jpg?crop=center&height=1024&v=1767644049&width=1024",
"width": 1024,
"height": 1024
},
"isPartOf": {
"@type": "WebSite",
"name": "Almay",
"url": "https://www.almay.com"
},
"mainEntity": {
"@type": "ItemList",
"@id": "https://www.almay.com/collections/hypoallergenic-lipstick-lip-gloss-and-lip-balm#list",
"name": "All Lips",
"itemListOrder": "https://schema.org/ItemListOrderAscending",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"item": {
"@context": "http://schema.org/",
"@id": "/products/gleam-big-lip-serum#product",
"@type": "ProductGroup",
"brand": {
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"name": "[DEPTH_TRUNCATED]"
},
"category": "Foundations & Concealers",
"description": "",
"hasVariant": {
"0": "[DEPTH_TRUNCATED]",
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"2": "[DEPTH_TRUNCATED]",
"3": "[DEPTH_TRUNCATED]",
"4": "[DEPTH_TRUNCATED]",
"_items_truncated": true
},
"name": "Gleam Big™ Lip Serum",
"productGroupID": "7888664920133",
"url": "https://www.almay.com/products/gleam-big-lip-serum"
}
},
{
"@type": "ListItem",
"position": 2,
"item": {
"@context": "http://schema.org/",
"@id": "/products/color-care-lip-gloss%E2%84%A2#product",
"@type": "ProductGroup",
"brand": {
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"name": "[DEPTH_TRUNCATED]"
},
"category": "Lip Gloss",
"description": "",
"hasVariant": {
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"1": "[DEPTH_TRUNCATED]",
"2": "[DEPTH_TRUNCATED]",
"3": "[DEPTH_TRUNCATED]",
"4": "[DEPTH_TRUNCATED]",
"_items_truncated": true
},
"name": "Color & Care Lip Gloss™",
"productGroupID": "7561229402181",
"url": "https://www.almay.com/products/color-care-lip-gloss%E2%84%A2"
}
},
{
"@type": "ListItem",
"position": 3,
"item": {
"@context": "http://schema.org/",
"@id": "/products/color-care-lip-oil-in-stick#product",
"@type": "ProductGroup",
"brand": {
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"name": "[DEPTH_TRUNCATED]"
},
"category": "Lip Balms & Treatments",
"description": " A lightweight formula infused with a conditioning oil complex that delivers a sheer, shiny wash of color while leaving lips moisturized and nourished. ",
"hasVariant": {
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"3": "[DEPTH_TRUNCATED]",
"4": "[DEPTH_TRUNCATED]",
"_items_truncated": true
},
"name": "Color & Care Lip Oil in Stick",
"productGroupID": "7560079769669",
"url": "https://www.almay.com/products/color-care-lip-oil-in-stick"
}
},
{
"@type": "ListItem",
"position": 4,
"item": {
"@context": "http://schema.org/",
"@id": "/products/lip-vibes%E2%84%A2-lipstick#product",
"@type": "ProductGroup",
"brand": {
"@type": "[DEPTH_TRUNCATED]",
"name": "[DEPTH_TRUNCATED]"
},
"category": "Lipsticks",
"description": " Meet the lipstick that always makes a statement! Lip Vibes delivers vivid, smooth color to express your personality and mood. ",
"hasVariant": {
"0": "[DEPTH_TRUNCATED]",
"1": "[DEPTH_TRUNCATED]",
"2": "[DEPTH_TRUNCATED]",
"3": "[DEPTH_TRUNCATED]",
"4": "[DEPTH_TRUNCATED]",
"_items_truncated": true
},
"name": "Lip Vibes™ Lipstick",
"productGroupID": "7560087306309",
"url": "https://www.almay.com/products/lip-vibes%E2%84%A2-lipstick"
}
}
]
},
"_truncated": true,
"_original_size": 22064
}
]
Explore the other reputation pillars for Almay
Analysis Disclosure & Source Attribution
This page presents a snapshot of public data from Almay, captured on May 29, 2026, to show how machine logic reads Trust & Proof signals into an AI reputation evaluation.
Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.
Notice to Almay: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.
Any company can use the insights for free and improve its voice. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at https://almay.com to view the most current version of its content and see directly what this company is about and what it offers.