Mineral Makeup: The latest craze hitting the beauty halls

Like the phenomenon of ‘Organic’ and ‘Free-Range’ within the food industry, ‘Mineral Makeup’ has hit upon a trend within the makeup industry that is set to be THE trend of 2008.

Why? Because, in an industry that is notoriously competitive to be innovative in, ‘mineral makeup’ has a point of difference. Plus it fits with the overall current life trend of better and more natural living.

But, what is ‘mineral makeup’? When minerals are included in makeup they leave skin looking natural, clean and flawless. The science behind the minerals included in the makeup is that they are based on naturally occurring titanium and zinc oxide, and not mixed with any other chemically produced ingredients that may be found in other products out there. The minerals also have a natural SPF.

The craze became popular in 2007 in the US, led by a brand called ‘Bare Escentuals’. Their tag line was ‘So pure you can sleep in it’, highlighting the natural properties of the product and the fact that it won’t damage your skin. Although the brand has been around since the 70s it is only recently that their campaign for a natural look, using mineral makeup, has taken off. Since then many of the major brands have developed their own versions of mineral makeup including Avon, MAC, Maybelline and L’Oreal.

So why would you use mineral makeup? Firstly, it is perfect for skins that are sensitive and easily irritated by makeup products. It is also very easy to apply and blend, giving a flawless finish with a minimum application.

However it is important to note that although minerals are a great component in your makeup, other properties like oil-control, moisturising, tone and coverage are all important for your skin so you still need to select the best makeup for your skin type. It can be a drier formulation than others too so those with older skins need to take care that it doesn’t crease into facial lines – enhancing than rather than covering wrinkles.

Foundation is the key makeup item that women find the most difficult to get right. There are so many options and so many brands to choose from, and once women have found their perfect match they are likely to remain dedicated to that foundation – its like when you have found your perfect pair of jeans. Like jeans, however, there are many different textures, tones and finishes available, so a one-to-one consultation with an expert at a cosmetics counter is your best bet for expert foundation fitting advice.

Daniel Collins writes on a number of topics on behalf of a digital marketing agency and a variety of clients. As such, this article is to be considered a professional piece with business interests in mind.