Mineral Fusion Launch Enriches Natural Makeup Mix At Whole Foods

Mineral Fusion , a line of all-natural color cosmetics for health-conscious consumers and people with sensitive skin, launched in Whole Foods Market stores in November.

Developed by Denver, Colo.-based Caleel + Hayden, Mineral Fusion's 106 SKUs - including products for the face, eyes and lips - are formulated with antioxidants and UV protection to serve as an extension of consumers' skin care regimens, the company says.

The products are created with pharmaceutical-grade vitamins and minerals and do not contain parabens, chemical dyes or perfumes. Prices range from $14-$37.

Caleel + Hayden will promote the line through demonstrations at Whole Foods stores and a sampling program in which shoppers receive a complimentary Kissing Fusion lip gloss with purchase.

In the first quarter of fiscal year 2007, distribution of Mineral Fusion will expand to other high-end, mass-market retailers, the firm says.

Caleel + Hayden also manufactures Glominerals , a professional line of mineral makeup distributed to dermatologists, plastic surgeons and spas. Whole Foods approached the company to develop a version for sale outside professional and spa doors.

The line was then formulated based on input from Whole Foods, which vets each body care product it sells for ingredients it deems unacceptable, encouraging the use of naturally derived pigments and preservatives.

Mineral Fusion will be featured in the grocer's Whole Body section.

Each Mineral Fusion offering contains a blend of four antioxidants to help protect the skin from environmental stresses.

White tea boosts the immune function of skin cells and protects against sun damage. Photo-aging also is regulated by Antileukine 6, which balances skin hydration and protects the integrity of DNA, the company says.

The antibacterial and anti-inflammatory properties of red tea tighten and smooth the skin, while the virtues of pomegranate help defend against free radicals, according to Caleel + Hayden.

As an alternative to parabens, the products contain one of two natural preservatives, the firm notes.

The powder formulations incorporate Geogard Ultra, featuring gluconolactone and sodium benzoate. Concealers and products for the lips employ Naticide, derived from vanilla and almond extracts.

The use of mineral pigments creates highly concentrated colors, Caleel + Hayden asserts. Consumers are instructed to apply less makeup than they would when using conventional products. The Mineral Fusion collection has its own line of brushes for accurate application, the company adds.

Formulations for the face can be selected according to the type of coverage and finish desired. The sheer tint finish, offered in warm, neutral and olive colors, provides transparent coverage, for example.

The loose base - available in seven shades - affords more complete coverage, while 15 pressed base colors provide a light, matte finish.

Six shades of powder blushes, two bronzer colors, a concealer and a setting powder round out the lineup.

Mineral Fusion for the lips consists of a gloss, lipstick and lip pencil, as well as a Liquid Glass high-shine lip gloss and Lip Sheer, which imparts a hint of color.

Mineral Fusion eye shadows are sold individually or as a trio of base, highlight and contour shades in a single package. The names of the shades, such as Element and Stone, emphasize the positioning of the brand as an earthy, health-enhancing line.

Bare Escentuals pioneered the mineral makeup trend with the launch of i.d. bareMinerals color cosmetics. The line containes no oils, additives, preservatives or perfume, attracting women who prefer light coverage or have sensitive skin (¹ , p. 8).

Since Bare Escentuals set the example, the mineral cosmetics phenomenon has taken off. Most recently, Jane & Company launched its Be Pure line of mineral makeup to be sold at mass merchandisers and drugstores (² (Also see "Jane Be Pure Collection Targets Makeup Weary Consumers" - HBW Insight, 23 Oct, 2006.), p. 5).

- Molly Laas