The Cosmetic Ingredient That's Changing the Makeup Game

Getty Images

Minerals are not only found in skincare. They are also a popular ingredient in cosmetics, and the demand for more natural and organic products has led to the growth of the mineral makeup category as a whole. Mineral makeup, known for its breathable coverage, typically includes minerals such as iron oxide, mica, titanium dioxide, and zinc oxide, which are ground and milled into small particles. In addition to being gentle and non-comedogenic, most mineral makeup products do not contain oils, fragrances, or other potential irritants.

“Mineral makeup is a healthy, skin-friendly alternative to traditional makeup,” says Jane Iredale, founder and president of Jane Iredale. “Women frequently seek options to cover what they consider to be visually frustrating conditions like acne, rosacea, and hyperpigmentation. Regrettably, they often make choices that are not effective and potentially make the problem worse. Also, to the shock of many, mineral makeup captures beautifully on stage, screen and, of course, everyday life, so it’s transitional for all environments.”

Although a growing number of mineral makeup brands are entering the market, Iredale warns that not all mineral makeup is created equal. “There are a lot of brands on the market now using ‘mineral’ as a marketing term,” she says. “The mineral makeup category has been one of the fastest-growing, and almost every major player has some sort of mineral offering. And while I love what some brands have done, some of the other lines have talc, chemical sunscreen additives, and synthetic preservatives. It’s important to read the label to see if the brand you’re about to buy fits with what you want from a product.” 


The most comprehensive and up-to-date information relating to the pandemic.

All the day's coronavirus-related news and additional stories for small businesses.

What are some of your favorite mineral cosmetics brands? Let us know on Facebook, Twitter, or Instagram!


What's Really in Your Mineral Based Skincare?

Why Consumers Are Turning Towards Mineral SPF

Spa Talk with Jane Iredale