It may not capture as many beauty magazine headlines as it did a few years ago, but mineral-based makeup and skin care is still strong in the personal care marketplace, as seen with brands like Bare Escentuals, Mirabella and Jane Iredale and, most recently, Mineral Fusion. Its new nail polishes and Glow & Go beauty collection are big at Whole Foods Markets nationwide and online at MineralFusion.com; while its classic skin care SKUs are now available at Ulta. The company also expanded its hair care offerings with some novel formulations such as a beauty balm for locks and a gray-covering color wand.
Based in Denver, CO, Mineral Fusion is owned by North Castle Partners, a private equity company. The 100% vegetarian brand began as a mineral cosmetics brand in 2006, and has since expanded to include antioxidant-enhanced, mineral-rich cosmetics, hair care, body care, skin care, and most recently, nail care products infused with active ingredients to revitalize, nourish and protect, according to the company.
“Mineral Fusion focuses both on the wide-ranging benefits of minerals as well as the needs of sensitive skin individuals. Minerals not only provide cosmetic benefits, but also aid essential skin functions,” noted Tim Schaeffer, Mineral Fusion’s vice president of marketing. “We just launched 32 new shades of nail polish. Given our position as a trusted natural brand, we deliver nail colors that offer both performance as well as a conscientiousness in selecting the healthiest formulas available.”
Schaeffer added that Mineral Fusion also recently launched the Glow and Go collection consisting of magnesium, zinc and copper-fueled Beauty Balms, pomegranate and white tea—infused 3-in-1 Color Sticks and vitamin E-rich Volumizing Mascaras.
“With the Glow and Go collection, a woman can have a complete look in less than five minutes,” he told Happi.
Future plans for the company, outside of its Minerals on a Mission program, is to let history repeat itself, as the brand is clearly succeeding in making a name for itself in the business. According to Schaeffer, “We plan to continue being a leader and reinventing the manner in which we lead.”