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.
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.”
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
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
These products are sold in select stores and spas around the USA. For more information, log onto www.vonnatur.com.