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.
  • Fit for Fitness

    Fit for Fitness

    Christine Esposito, Associate Editor||February 21, 2017
    Kinx Active is a new brand targeting women who want beauty products that can stand up to their fitness routines.

  • Cargo Says Aloha To Spring/Summer

    Cargo Says Aloha To Spring/Summer

    Christine Esposito, Associate Editor||February 13, 2017
    Cargo Cosmetics has rolled out its new Spring/Summer collection with Hawiianan singer Anuhea.

  • Cashing In on Coconuts

    Cashing In on Coconuts

    Melissa Meisel, Associate Editor||February 6, 2017
    Organic to Green is making waves for its new oils and eco-friendly packaging.

  • Trade Association Directory 2017

    February 2, 2017
    Contact details of trade associations that serve various segments of our industry and are mentioned frequently in Happi.

  • What the Halal  Is Going On?

    What the Halal Is Going On?

    Imogen Matthews , In-Cosmetics||February 2, 2017
    Demand for these beauty products is surging thanks to a fastgrowing Muslim population.

  • Relief for Sensitive Scalps

    Relief for Sensitive Scalps

    Guadalupe Pellon and Annette Mehling , BASF||February 2, 2017
    BASF researchers detail the attributes of the company’s highly effective hair care system focusing on scalp sensitivity.

  • What’s in Style?

    What’s in Style?

    Melissa Meisel , Associate Editor||February 1, 2017
    The latest sprays, gels, mousses, serums and creams for hair are filled with luxury components and meet a variety of needs

  • Defining Clean Skin

    Defining Clean Skin

    Nava Dayan PhD, Dr. Nava Dayan LLC||February 1, 2017
    A look at the issues, research and history surrounding this controversial topic.

  • Linked In

    Linked In

    Christine Esposito , Associate Editor||February 1, 2017
    Through virtual reality, apps and connected devices, beauty and personal care brands can strengthen their customer relations

  • 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