1.    Increased awareness of detrimental effects of chemical ingredients in makeup
2.    The natural look is becoming mainstream
3.    Acceptance of ability to mimic suntans through mineral bronzers

It seems you cannot go a single day without hearing a news story about the environmental causes of our deteriorating health. Consumers have responded in every product category by demanding natural versions of their favorite tried and true purchases.  Mineral makeup now outsells traditional makeup products, and the emphasis on mineral makeup’s natural ingredients is credited with its success.  Every major cosmetics manufacturer offers its own version of mineral makeup featuring every type and shade of makeup palette.

Women have realized over the years that the harsh chemicals in traditional makeup has been causing itchiness, burning, flaking and rashes on their facial skin. They now demand makeup without formaldehyde or arsenic, and mineral makeup achieves makeup coverage without the use of these or any other harmful chemical.

Women who have made the switch to mineral makeup report their skin feels and looks better then when they were using conventional, chemical-filled cosmetics. One product in particular highlights the changes these women have noticed.  Gone are the days of eyes reacting to harsh chemicals in eye makeup, as today’s mineral eyeshadow is gentle on the eyes. Mineral eyeshadow smooths and colors the eyelids without irritating the eyes.

The natural look is now becoming mainstream and everyone wants that look, especially in their makeup.  Wearing mineral makeup makes your skin look and feel better.  Because it takes less mineral makeup to achieve complete coverage, women can easily achieve the fresh, natural look that is becoming the norm these days.

Health-conscious women are aware of the dangers of sunbathing or using tanning beds, and so are turning to makeup for the solution. Customers are discovering just how well mineral blush and mineral bronzers can achieve the ‘sun-kissed’ look throughout the year.

Investigations have revealed that some products sold as mineral makeup were crammed with synthetic ingredients and most had to be chemically purified to make them safe for use.

Mineral makeup doesn’t improve your skin, nor can it be considered a natural alternative to other types of foundations – it is simply an alternative. Any claims that mineral foundation is great for improving acne, moisturising skin and not clogging pores fails to stack up.

A review of 14 major brands found most were free of preservatives or fragrances. However more than half contained the potential irritant bismuth oxychloride, a synthetic bulking agent used to hide lines and wrinkles. The review found many mineral foundations could not deliver on promised benefits.

Mineral makeup is most suited to those with normal or slightly oily skin. Those with sensitive skin should choose makeup with only a handful of ingredients and no fragrance, preservatives or bismuth oxychloride.

“Mineral” has become the new “natural” in marketing strategies for cosmetics. There are no standards or guidelines for labeling mineral products. A mineral makeup may be all mineral, part mineral – or contain less than 1% mineral as part of the finished formula. Using this logic, practically all makeup could be considered mineral.

The onus always falls onto the consumer, so reading ingredients list is the only way to find out.

Some Of  The Common Ingredients Found In Makeup:
Zinc Oxide, Titanium dioxide  – pigments for enhanced cover and matte finish

Mica – gives silky texture and shine

Iron Oxides – used for colour

Talc – used as a filler, creates a nice feel

Bismuth Oxychloride – adds bulk, gives sheen to hide lines and discolourations. May irritate sensitive skin.

Dimethicone – silicone-based compound that gives a smooth feel and application.

Carmine – bright red pigment derived from insects

Alumina – anticaking compound 

Kaolin – derived from clay

Squalene – skin lubricant

Ethylparaben – preservative