Women’s Wear Daily
04.23.2014
color-cosmetics
color-cosmetics

Mineral Makeup

As more consumers realize the potential dangers of toxic chemicals in their cosmetics, the buzz about mineral makeup continues to grow...

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color-cosmetics/news
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Mineral Makeup

Mineral Makeup

Photo By George Chinsee

Most Recent Articles In Color Cosmetics
Most Recent Articles In Color Cosmetics
As more consumers realize the potential dangers of toxic chemicals in their cosmetics, the buzz about mineral makeup continues to grow, particularly among women with sensitive skin and conditions such as rosacea or acne. Minerals have proven to be nonirritating and, in some cases, beneficial to skin health. This rise in interest correlates with a spike in the category’s numbers. According to Nielsen data, in the 12-week period ended June 16, 2007, mineral makeup now accounts for 5 percent of total cosmetics sales. Those numbers will only continue to grow as prestige and mass brands alike start churning out mineral lines in answer to consumers’ newfound love of natural. Here, your definitive list of companies to watch, from upstart brands with lofty goals to established names exploring new ground.


Alchemy of Colour Mineral Cosmetics
Introduced: 2005
Mineral SKU’s: 142
Unique Aspect: We use only finely crushed minerals and the purest natural ingredients. Our lipsticks, glosses and tints are suitable for vegans.
2006 Sales: Industry sources estimate $80,000
Where To Buy: alchemistsapprentice.com

Alima Cosmetics
Introduced: 2004
Mineral SKU’s: 260
Unique Aspect: Our products carry the European BDIH “certified natural cosmetics” seal indicating exceptionally pure ingredients as well as socially and environmentally responsible manufacturing practices.
2006 Sales: Industry sources estimate $500,000
Where To Buy: alimacosmetics.com

Almay Pure Blends
Introduced: 2007
Mineral SKU’s: Six
Unique Aspect: Our flow-through brush and easy-click applicator provide convenient, mess-free application at the push of a button.
2007 Sales: Industry sources estimate $15 million
Where To Buy: Mass retailers

Amazing Cosmetics
Introduced: 2000
Mineral SKU’s: 14
Unique Aspect: Our powder is jet-milled, so it is extremely fine, and won’t sit on the top of the skin. It also has a natural matte finish, no iridescence.
2006 Sales: Industry sources estimate $5 million
Where To Buy: QVC, Sephora, Ulta

American Beauty Perfect Mineral Powder Makeup
Introduced: 2007
Mineral SKU’s: Six
Unique Aspect: Our powder is dermatologist-tested, oil-free and contains minerals such as zinc oxide and mica for a healthy glow.
2007 Sales: Industry sources estimate $2 million
Where To Buy: Kohl’s, kohls.com

Aqua Elements by Lauren Hutton
Introduced: 2006
Mineral SKU’s: Eight
Unique Aspect: We are positioned as the first water-based mineral makeup. We use minerals that are not whitening nor shiny and have clinically proven antiaging benefits.
2007 Sales: Industry sources estimate $4 million
Where To Buy: HSN, laurenhutton.com

Aveda Inner Light
Introduced: 2004
Mineral SKU’s: 39
Unique Aspect: Our formulas are a synergy of skin-loving minerals that increase radiance and are rich with nourishing and protective botanicals.
2006 Sales: Industry sources estimate $18 million-$20 million
Where To Buy: Aveda salons, spas & stores, aveda.com

Bare Escentuals
Introduced: 1976
Mineral SKU’s: 223
Unique Aspect: We were the first on the market. Our products contain no preservatives, fillers, waxes, oils, talc or fragrance and have natural broad-spectrum SPF 15 coverage.
2006 Sales: $394.5 million
Where To Buy: Bare Escentuals, Sephora, QVC, Ulta, bareescentuals.com

BareFaced Mineral Cosmetics

Introduced: 2004
Mineral SKU’s: 724
Unique Aspect: Our outstanding products and customer service.
2006 Sales: Industry sources estimate $200,000-$300,000
Where To Buy: barefacedminerals.com

Brush2Go!
Introduced: 2006
Mineral SKU’s: 24
Unique Aspect: Our quick and easy, premium portable packaging dispenses makeup through a luxuriously soft brush that is mess-free. Refills are quick and easy—just screw the brush onto a new base.
2007 Sales: $100,000 (estimate)
Where To Buy: brush2go.com

Colorescience

Introduced: 2000
Mineral SKU’s: 280
Unique Aspect: Our brand combines the essence of color and the advancements of science. Many of the products we formulate also contain skin-beneficial actives.
2006 Sales: Industry sources estimate $30 million-$40 million
Where To Buy: colorescience.com

CoverGirl TruBlend Naturally Luminous
Introduced: 2007
Mineral SKU’s: Eight
Unique Aspect: We use a blend of translucent and shimmering minerals, so skin’s natural luminosity shows through.
2007 Sales: Industry sources estimate $15 million-$20 million
Where To Buy: Mass retailers

Debbi Stewart Cosmetics

Introduced: 2007
Mineral SKU’s: 78
Unique Aspect: Our formulation is over 25 years in the making. Our founder personally works with the manufacturing team and pouring houses to create products that yield radiant results.
2007 Sales: Industry sources estimate $175,000
Where To Buy: debbistewart.com

Dr. Hauschka Decorative Cosmetics

Introduced: 1999
Mineral SKU’s: 55
Unique Aspect: The array of colors in our line comes from pure mineral pigments. It contains therapeutic blends of healing plant extracts to nourish.
2006 Sales: Industry sources estimate $2 million-$3 million
Where To Buy: Whole Foods, drhauschka.com

DYG Mineral Cosmetics
Introduced: 2006
Mineral SKU’s: 132
Unique Aspect: We are a fashion-forward makeup line made from natural minerals and developed by the ceo of the award-winning medical spa, La Jolla Spa MD.
2006 Sales: Industry sources estimate $850,000-$1 million
Where To Buy: dygcosmetics.com

Erth Minerals
Introduced: 2005
Mineral SKU’s: 75
Unique Aspect: Our products don’t contain any fillers and are priced at least 50 percent less than our competitors.
2006 Sales: Industry sources estimate $500,000
Where To Buy: erthminerals.com

Glominerals
Introduced: 2002
Mineral SKU’s: 278
Unique Aspect: We are a clinical makeup system uniquely formulated for skin care professionals and their clients.
2006 Sales: Industry sources estimate $45 million
Where To Buy: 800-496-8007

Jane Be Pure Minerals
Introduced: 2007
Mineral SKU’s: 64
Unique Aspect: We offer a full collection of natural cosmetics. We are the only mineral brand in the mass market that offers both loose and pressed powders and blushes, liquid makeup and eye shadows.
2007 Sales: Industry sources estimate $15 million-$20 million
Where To Buy: Mass retailers

American Beauty Perfect Mineral Powder Makeup
Introduced: 2007
Mineral SKU’s: Six
Unique Aspect: Our powder is dermatologist-tested, oil-free and contains minerals such as zinc oxide and mica for a healthy glow.
2007 Sales: Industry sources estimate $2 million
Where To Buy: Kohl’s, kohls.com

Aqua Elements by Lauren Hutton
Introduced: 2006
Mineral SKU’s: Eight
Unique Aspect: We are positioned as the first water-based mineral makeup. We use minerals that are not whitening nor shiny and have clinically proven antiaging benefits.
2007 Sales: Industry sources estimate $4 million
Where To Buy: HSN, laurenhutton.com

Jane Iredale
Introduced: 1994
Mineral SKU’s: 260
Unique Aspect: Our minerals contain no fillers or binders, preservatives, dyes or sensitizers. We do use titanium dioxide and zinc oxide to provide broad-spectrum sun protection.
2006 Sales: Industry sources estimate $92 million
Where To Buy: janeiredaledirect.com

Jenulence

Introduced: 2003
Mineral SKU’s: 361
Unique Aspect: Our makeup is 100 percent natural, long-lasting, waterproof and contains no talc or lab-created chemicals.
2006 Sales: $60,000
Where To Buy: jenulence.com

Kiss My Face

Introduced: 2006
Mineral SKU’s: 10
Unique Aspect: Both our mineral products contain SPF 8—unique for lips, cheeks and eyes.
2006 Sales: Industry sources estimate $7 million
Where To Buy: Whole Foods, kissmyface.com

L’Oréal Paris Bare Naturale

Introduced: 2006
Mineral SKU’s: 21
Unique Aspect: With SPF 19, a preservative-free formula and skin-nurturing aloe, vitamin B5 and vitamin E, our makeup is exceptional for sensitive skin.
2007 Sales: Industry sources estimate $60 million-$65 million
Where To Buy: Mass retailers

La Bella Donna
Introduced: 1994
Mineral SKU’s: 150
Unique Aspect: Our loose foundation contains only four ingredients: micronized titanium dioxide, iron oxides, bismuth oxychloride and zinc oxide.
2006 Sales: Industry sources estimate $5 million
Where To Buy: Bergdorf Goodman, Cos Bar, labelladonna.com

Larenim

Introduced: 2004
Mineral SKU’s: 130
Unique Aspect: We don’t use bismuth oxychloride, a base ingredient in many other lines. Bismuth is the culprit behind complaints some women have of itchy and shiny skin when using mineral makeup.
2006 Sales: Industry sources estimate $5 million
Where To Buy: Whole Foods, Wild Oats, larenim.com

Lavera

Introduced: 2003
Mineral SKU’s: 40
Unique Aspect: Our cosmetics are not only mineral but are organic as well. They are paraben-free and free from synthetic colors and fragrances.
2006 Sales: Industry sources estimate $1.5 million
Where To Buy: Whole Foods, lavera.com

Lumiere Mineral Cosmetics
Introduced: 2005
Mineral SKU’s: 401
Unique Aspect: We look for the best quality ingredients, but make it as affordable as possible to our clients while being kind to the skin.  
2006 Sales: Industry sources estimate $300,000-$400,000
Where To Buy: lumierecosmetics.com

Me Naturally
Introduced: 2006
Mineral SKU’s: 180
Unique Aspect: Our makeup does not contain any fillers. We use only premium minerals with a minimum of ingredients to lower the chance of skin sensitivity. Most of our foundations have a nice, creamy, matte consistency.
2007 Sales: Industry sources estimate $72,000
Where To Buy: me-naturally.com

Milan Minerals

Introduced: 2006
Mineral SKU’s: 150
Unique Aspect: We specialize in creating a foundation selection for women of color.
2006 Sales: Industry sources estimate $15,000
Where To Buy: milanminerals.com

Milani Minerals

Introduced: 2007
Mineral SKU’s: 24
Unique Aspect: Our palettes have cross-cultural appeal, high-quality formulas and packaging at surprisingly low prices.
2007 Sales: Industry sources estimate $3 million-$5 million
Where To Buy: Mass retailers

Mineral Essence
Introduced: 2004
Mineral SKU’s: 184
Unique Aspect: All of our powders contain a combination of oil and water-soluble antioxidants designed for maximal absorption and staying power.
2006 Sales: Industry sources estimate $1 million
Where To Buy: mineral­essence.com

Mineral Fusion

Introduced: 2006
Mineral SKU’s: 103
Unique Aspect: Our formulations are pharmaceutical-grade, free of parabens, chemical dyes and perfumes. They are infused with antioxidant white tea, pomegranate and red tea.
2007 Sales: Industry sources estimate $6 million
Where To Buy: Whole Foods

Naked Minerals

Introduced: 2007
Mineral SKU’s: 29
Unique Aspect: Our mess-free pressed minerals were created by two licensed aestheticians for women on the go.
2007 Sales: Industry sources estimate $10 million
Where To Buy: nakedmineralscosmetics.com

The Organic Pharmacy Organic Glam

Introduced: 2007
Mineral SKU’s: 30
Unique Aspect: It is the only mineral makeup that also features organic shea butter, castor oil and orange extract. It contains no artificial preservatives or fragrances.
2007 Sales: Industry sources estimate $1.6 million
Where To Buy: New London Pharmacy

Pantina
Introduced: 2007
Mineral SKU’s: Two
Unique Aspect: Our Naturally Stunning Face Palette is a quality, 100 percent mineral color compact at a mass price that everyone can afford.
2007 Sales: Industry sources estimate $500,000
Where To Buy: Mass retailers

Philosophy

Introduced: 2005
Mineral SKU’s: Five
Unique Aspect: Our product is about simplicity and one-minute makeup application. Our unique delivery system is mess-free, spill-proof and allows control of coverage.
2006 Sales: Industry sources estimate $10 million-$12 million
Where To Buy: Select Macy’s, Nordstrom, QVC, Sephora, philosophy.com

Physicians Formula Mineral Wear

Introduced: 2005
Mineral SKU’s: 69
Unique Aspect: We were the first to bring the mineral concept to the mass market and the first brand to introduce mineral makeup in forms beyond loose powder.
2006 Sales: Industry sources estimate $38 million-$40 million
Where To Buy: Mass retailers

Piaffe Beauty
Introduced: 2005
Mineral SKU’s: 100
Unique Aspect: We have a sophisticated collection of beneficial makeup infused with vitamins and minerals that replenish and rejuvenate the skin.
2006 Sales: Industry sources estimate $300,000
Where To Buy: Bliss Spa, Pir Cosmetics, piaffe.us

Pür Minerals
Introduced: 2000
Mineral SKU’s: 122
Unique Aspect: Our claim to fame product, the 4-in-1 Pressed Mineral Makeup, is a multitasking hero. It serves as a foundation, finishing powder, concealer and SPF 15 sun protection in one.
2006 Sales: Industry sources estimate $10 million
Where To Buy: Ulta, purminerals.com

Pure Colors
Introduced: 1996
Mineral SKU’s: 185
Unique Aspect: We carry 100 percent mineral and 100 percent pigment makeup. Our products do not have bismuth, a potential irritant to acneic or sensitive skin.
2006 Sales: Industry sources estimate $1.1 million
Where To Buy: purecolorsinc.com

Repêchage

Introduced: 1996
Mineral SKU’s: 19
Unique Aspect: We were the pioneer of mineral and vitamin-rich seaweed-based cosmetics in the U.S.
2006 Sales: Industry sources estimate $3 million
Where To Buy: repechage.com

Sheer Cover

Introduced: 2002
Mineral SKU’s: 189
Unique Aspect: We are a leading mineral makeup brand popular with Hollywood celebrities and your neighbor next door, because our products contain SPF 15 and antiaging ingredients.
2006 Sales: Industry sources estimate $200 million
Where To Buy: HSN sheercover.com

Simply Karen

Introduced: 2004
Mineral SKU’s: 109
Unique Aspect: Our makeup is all handmade on site—not shipped in from another country. Also, we don’t use bismuth oxychloride, which some people are sensitive to.
2006 Sales: Industry sources estimate $450,000
Where To Buy: simplykaren.com

Skin Alison Raffaele
Introduced: 2000
Mineral SKU’s: 12
Unique Aspect: We are a makeup artist-developed brand that offers traditional and mineral-based formulas.
2006 Sales: Industry sources estimate $3 million-$4 million
Where To Buy: alisonraffaele.com

Suki Color
Introduced: 2007
Mineral SKU’s: 20
Unique Aspect: Our all-cream, synthetic-free formulas enhance the complexion—unlike powders which often sit on top of the skin, settling into and enlarging fine lines.
2007 Sales: Industry sources estimate $2 million
Where To Buy: sukipure.com

Susan Posnick Cosmetics

Introduced: 2002
Mineral SKU’s: 21
Unique Aspect: Our products are in portable packaging that is self-dispensing, eliminating the mess.
2006 Sales: Industry sources estimate $2 million
Where To Buy: Apothia at Fred Segal, Space NK, Stanley Korshak, susanposnick.com

Tarte
Introduced: 2005
Mineral SKU’s: Six
Unique Aspect: It’s a pressed mineral powder, so it’s good for touching up on the go. When you’re putting something on your face, you don’t want it clogging pores.
2006 Sales: Industry sources estimate $575,000
Where To Buy: Henri Bendel, Sephora, beauty.com, qvc.com, tartecosmetics.com

True
Introduced: 2004
Mineral SKU’s: 32
Unique Aspect: Our mineral foundations utilize the exclusive antioxidant idebenone,
offering a new and superior level of environmental protection.
2006 Sales: Industry sources estimate $2.2 million
Where To Buy: restorespa.com, truecosmetics.com

Urban Decay Surreal Skin Mineral Makeup
Introduced: 2006
Mineral SKU’s: Seven
Unique Aspect: Our version of mineral makeup has less of a sheen when applied. We also offer mess-free mineral makeup dispensers.
2007 Sales: $2 million (estimate)
Where To Buy: Sephora, Ulta, beauty.com, urbandecay.com

Val Cosmetics
Introduced: 2006
Mineral SKU’s: 175
Unique Aspect: We introduce color stories several times a year, based on current fashion and pop culture trends. We also create unique signature colors.
2006 Sales: $80,000
Where To Buy: valeriebeauty.com

Valana Minerals

Introduced: 2007
Mineral SKU’s: 56
Unique Aspect: We offer all natural and vegan handcrafted color cosmetics specifically formulated for people of color.
2007 Sales: Industry sources estimate $1.4 million
Where To Buy: valanaminerals.com

Von Natur
Introduced: 2006
Mineral SKU’s: 100
Unique Aspect: We cater to people from all walks of life who are vegan-friendly.
2007 Sales: Industry sources estimate $100,000
Where To Buy: vonnatur.com

Youngblood Mineral Cosmetics

Introduced: 1996
Mineral SKU’s: 200
Unique Aspect: Our products never look glittery. Instead, they impart a healthy glow.
2006 Sales: Industry sources estimate $20 million
Where To Buy: ybskin.com

Zuzu Luxe
Introduced: 2000
Mineral SKU’s: 99
Unique Aspect: All of our powders are pressed using natural binders, making them more portable and easier to work with.
2006 Sales: Industry sources estimate $6 million
Where To Buy: Whole Foods, Wild Oats

Declined to participate:
Aromaleigh, Avon, Isadora, Laura Mercier, MAC Cosmetics, Neutrogena, Ocean Mist Cosmetics, Signature Mineral Makeup, Yvegeny, Zia Natural Skincare




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