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The Magic of Minerals



Cosmetics brand branches out into personal care.



By Melissa Meisel, Associate Editor



Published March 9, 2010
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The Magic of Minerals

What do malachite, smithsonite, rhodochrosite and hermatite have in common? All four are rich in copper, zinc, manganese and iron and beneficial to the hair and skin, according to Mineral Fusion—a three-year-old cosmetics brand that recently expanded into the personal care category.

Mineral Fusion Body and Hair Care is a range of body washes, body lotions, shampoos and conditioners that combine the signature mineral blend listed above with vitamins and botanicals that work to promote healthy, radiant skin and hair, says the company. The collection is available at Whole Foods Market and Dermstore.com for $9.99 each and joins Mineral Fusion’s extensive range of natural cosmetics.

“Our new line is based on targeted benefits of minerals. We've selected minerals with very specific benefits for the skin and hair, as opposed to a broad use of minerals—for example, extracts of Dead Sea water,” said Tim Schaeffer, senior vice president of marketing, Mineral Fusion, Petaluma, CA.

Additionally, the Mineral Fusion Body and Hair Care collection was formulated to meet Whole Foods Market’s Premium Standard, a feat accomplished only by combining the purest ingredients which comply with the strictest standards for quality sourcing, environmental impact, results and safety, according to the company. The all-natural, 100% vegan and vegetarian collection is free of parabens, phthalates, artificial colors, synthetic fragrances and harsh cleansers.

The line is available in four fragrances—Earthstone, Sunstone, Waterstone and Unscented—and features “natural aroma blends” designed by French perfumer Jean-Pierre Subrenat.
 
According to the company, Mineral Fusion’s philosophy is to create eco-friendly product, using sustainable technologies that will not deplete the planet of its remaining resources. To that end, not only are the products all-natural and the packaging 100% recyclable, but the brand hopes to raise awareness of mineral depletion. It also supports the National Coalition Against Domestic Violence (NCADV) (www.ncadv.org)

So, what’s next for 2010? According to Schaeffer, it’s all about great skin and tresses by way of minerals. “Our plans for 2010 are to continue to promote our body and hair care line. We've had a great reception to the line thus far.”

More info: www.mineralfusion.com




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