Tuesday, August 14, 2007
It wasn't so long ago that everyone was rushing to purchase the latest foundations described as "sheer" and "dewy", or blushes described as "gel" or "cream". Now, everyone's grabbing their purses to buy make-up described as "mineral".
"Mineral makeup is the latest addition to an emerging beauty culture dedicated to better living," says Eles creator, Liane Scior. "And not surprisingly, dermatologists are pleased."
Most likely this is because of the claims that many of the mineral brands offer, being that they're natural; essentially made of crushed rocks. Many also boast attributes such as being good for sensitive skin and free of perfumes, alcohol dyes and preservatives. In addition to this, they're commonly described as long-lasting, and a good source of antioxidants and UV protection.
And the term mineral make-up doesn't just apply to foundations, but blushes, eyeshadows, mascaras and lip products, all available in a huge range of colours.
"People who want natural cosmetics still expect them to be sexy and fun, and importantly, to perform," says creators of Inika, Miranda Bond and Jenni Williams, who also note their mineral line as 100 percent animal-cruelty-free and therefore 100 percent vegan.
But be warned: there are many products on the market claiming to be mineral make-up when they're actually mineral-enriched (meaning they still contain fillers such as talc), as GloMinerals distributor, Caroline Inge, explains. "Talc and nylon have traditionally been used in make-up as fillers to stretch out the colour. Because minerals contain no talc or other fillers, true mineral make-up is pure pigment."
Inge says fillers counteract the benefits of the minerals which by nature are anti-inflammatory, anti-microbial, non-comedogenic and water resistant. So to make sure you're getting what you're paying for she suggests you check labels on skincare and make-up like you would when reading the ingredients on packaged food.
And if you think this is purely a fad that will be fading faster than your cream blush on a hot day, think again. Flip through any overseas women's magazine and you'll spot dozens of ads for mineral make-up brands that will be arriving on our shores soon.
