Features

Naturally Beautiful

February 13, 2007

Von Natur’s mineral makeup offers a vegan-friendly edge.

Naturally Beautiful



Von Natur’s mineral makeup offers a vegan-friendly edge.



By Joanna Cosgrove



Over the years, makeup has taken many forms: liquid, cream, cream-to-powder, powder. But in the past few years, no form has garnered more attention than mineral makeup. Mineral makeups offer comfortably lightweight, sheer coverage because they are finely milled and used sparingly. Because they are naturally derived, mineral makeups are packed with natural nutrients and are typically free of preservatives and other additives that can irritate sensitive skin, according to proponents.

Von Natur of Clackamas, OR, is a purveyor of all natural and organic skincare products and recently bowed its own Mineral Makeup collection with a vegan-friendly twist. The products contain no fillers or chemicals, and are formulated with only organic-sourced ingredients intended to “feed and nourish body and mind.”

Influenced by holistic health practices she’d seen while globetrotting in countries such as Japan, Germany and Ireland, company founder Kayla Fioravanti created Von Natur (“from nature”) with the goal of maintaining purity without sacrificing quality. Fioravanti first created three natural and organic spa skin care lines. More recently, she created a mineral makeup line with the same attention to detail when it came to selecting the ingredients to be used in the formulations. The line was three and a half years in the making and is the direct result of copious amounts of consumer feedback.

“We investigated all the makeup on the market and felt it was our responsibility to offer a truly natural and clean mineral make up line,” commented Laura Craig, an aesthetician with Von Natur. “Our makeup line allows the skin to breathe while protecting and nurturing the skin.”

Vegan-Friendly



Von Natur Mineral Makeup consists of blended and combined micronized, cosmetic-grade mineral pigments and oxides. The primary point of difference the line and similar lines is the company’s use of “mostly vegan” ingredients. In the dry mineral powders, the primary ingredient is mica. Other vegan friendly ingredients in the non-dry formulations include candelilla wax in all lip products in place of beeswax, aloe barbensis (aloe vera) in the Complete Setting Powder, and white and green tea in the Refresh & Rehydrate Spritz, which is used to set the mineral powders after they are applied. However, twelve of the line’s cheek and eye colors contain carmine and are denoted as “not vegan certified.”

“Von Natur believes in catering to all walks of life, and finding a truly vegan line is very hard out there in the world of beauty,” said Ms. Craig. “There are many non-animal ingredients on the market that are as good as or superior to the animal products. Why use animal-based ingredients when the renewable products grow abundantly?”

According to Ms. Craig, loose mineral powders are inorganic and inert, and as such, don’t support
microbial growth. “Since our loose mineral powders contain no plant oils, or liquids of any kind, no preservatives are needed,” she said. The dry mineral products are labeled as both paraben free and preservative-free, and bear an infinite shelf life. The products are also talc-free, fragrance-free, dye-free, cruelty-free, non-comedogenic and suitable for all skin types.

The other liquid containing products in the line employ natural preservatives. “For example, our concealers, lip products and liquid foundations are preserved with Vitamin E, Tea Tree Essential Oil, Rosemary Extract and Neem,” commented Ms. Craig.

Von Natur’s Mineral Makeup is available in a diverse color palette to satisfy many looks. The products can be used as-is, or can be blended to create new color creations. The application technique can also be altered to change the look and feel of the makeup - eye shadows can be used on eyes as well as lips and face, blushes and shimmers can be used on eyes and body, and foundations can also be used on the lips.

Mineral Powder Foundation is available in 12 shades (SRP $20 for 10g), concealers are available in five shades (SRP $16.00 for 4g), Eye Colour offerings span 35 shades (SRP $14.00 for 4g), Cheek
Colours are available in ten shades (SRP $16.00 for 10g), seven shades of Face & Body Shimmers (SRP $18.00 10g), and the Complete Setting Powder which retails for $20 for 10g. The line is rounded out by 16 different shades of Lip Stains and Shimmers, which bear a suggested retail price of $16 and $18, respectively.

These products are sold in select stores and spas around the USA. For more information, log onto www.vonnatur.com.
  • Skin of Color Society Connects Experts

    Skin of Color Society Connects Experts

    Melissa Meisel, Associate Editor||January 16, 2017
    Dermatologists from across the nation share information and ideas.

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • Hitting the Right Notes

    Hitting the Right Notes

    January 6, 2017
    Agilex Fragrances is the leader in the middle market fragrance category.

  • The Smell of Clean in 2017

    The Smell of Clean in 2017

    January 6, 2017
    Changing consumer lifestyles and demographics are impacting the scents found in the household cleaning category.

  • On the Edge

    On the Edge

    January 6, 2017
    Expanding beauty brands to watch in 2017

  • A New Contender?

    A New Contender?

    January 6, 2017
    Detergent sales are up, innovation continues and Henkel is determined to make it a dogfight in the segment.

  • Engagement 2016

    Engagement 2016

    January 6, 2017
    CSPA convenes in Fort Lauderdale for annual meeting.

  • Slow & Steady

    Slow & Steady

    Tom Branna, Editorial Director||December 1, 2016
    In a tumultuous environment, steady gains posted in the industrial and institutional cleaning sector are welcomed.

  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna, Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • The Plex Phenomenon

    The Plex Phenomenon

    Denise Costrini, Croda North America||December 1, 2016
    Croda details the hair-protecting qualities of bond multipliers and the company’s new bond-building formulation system.

  • New Hair Care Ingredients

    December 1, 2016
    Check out the latest releases from suppliers.

  • Hair & Now

    Hair & Now

    Melissa Meisel, Associate Editor ||December 1, 2016
    The shampoo and conditioner category is expanding with modern takes on these classic formulations.

  • Perform or Perish

    Perform or Perish

    Christine Esposito, Associate Editor||December 1, 2016
    Success in today’s skin care sector begins with active ingredients, formulated in products that address modern-day issues.

  • Aromas Revealed: Fragrance Disclosure

    Aromas Revealed: Fragrance Disclosure

    Daniel Greenberg, Agilex Fragrances||November 2, 2016
    Fragrance disclosure is a potentially dangerous issue.

  • New and Noteworthy:  Fine Fragrance Roundup  for Fall 2016

    New and Noteworthy: Fine Fragrance Roundup for Fall 2016

    Melissa Meisel, Associate Editor||November 2, 2016
    Check out the latest launches in fragrance this season.

  • Soap Opera

    Soap Opera

    Christine Esposito, Associate Editor||November 2, 2016
    FDA’s recent antibacterial ruling has soap sector stakeholders scrambling to keep some ingredients in their formulation kit.

  • New Ingredients for  Household Cleaners

    New Ingredients for Household Cleaners

    Tom Branna, Editorial Director||November 2, 2016
    Here are ingredients introduced by suppliers during the past 12 months.

  • Clean It Up

    Clean It Up

    Tom Branna, Editorial Director||November 2, 2016
    The home care industry takes a hard look at itself and the changing world it competes in.

  • A-Okay!

    A-Okay!

    Imogen Matthews, For In-Cosmetics||November 2, 2016
    K-Beauty influences cosmetic development around the world.

  • Shine On

    Shine On

    Melissa Meisel, Associate Editor||November 2, 2016
    Oral care products are rising to the task with innovative components.

  • Next Gen  Antiseptics

    Next Gen Antiseptics

    Emily Kalal and Katherine S. Maka, RITA Corporation||November 2, 2016
    RITA researchers detail the benefits of 0.75% chlorhexidine gluconate (CHG) antiseptic handwash

  • Change Is in the Air

    Change Is in the Air

    Doreen Wang, BrandZ ||October 3, 2016
    Technology is changing the personal care market

  • Skin Care of One’s Own

    Skin Care of One’s Own

    Christine Esposito, Associate Editor||October 3, 2016
    Nu Skin’s ageLOC Me—which melds the worlds of smart-phone technology, efficacious ingredients and personalization

  • Proof Positive

    Proof Positive

    Christine Esposito, Associate Editor||October 3, 2016
    Testing service providers enable companies to back up their claims and stay in compliance with regulations.

  • Contract Manufacturing / Private Label Directory

    Contract Manufacturing / Private Label Directory

    October 1, 2016
    Our directory is your source to find a manufacturer to get your product to market.

  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • How Green Is Your Surfactant?

    How Green Is Your Surfactant?

    Tom Branna, Editorial Director ||September 1, 2016
    Suppliers offer a range of solutions to help household and personal care product formulators develop formulas