At the beginning of the millennium, evolution of cosmetic TV infomercials triggered substantial demand for mineral makeup cosmetics. What started as an info ad for Bare Minerals powder makeup became an undeniable trend or a ‘must have’ range of products for most of the big brands including Elizabeth Arden, Estee Lauder, and Lancome. Shiseido have even developed a super luxurious line of mineral makeup cosmetics with their Cle de Peau.
However, the massive influx of mineral makeup brands and products onto cosmetics market created more fuzz and confusion then ever before. With ideals, aspirations and expectations behind the primary mineral makeup formulas (developed in the 70s) stretched and tweaked by marketing specialists, it has become easier to pick up a disappointing product rather than to discover the best mineral makeup.
First of all, there are still companies that bluntly add chemicals and synthetic preservatives to their questionably ‘pure’ mineral makeup formulas. Second, there are plenty of brands with products containing very questionable mineral ingredients. Initial attempts by FDA to better regulate the market led to immediate, yet not surprising tendency to cover any combinations of dubious ingredients under a seal of trademark secrets. And with default stipulations of cosmetics industry standards permitting any product containing less than 1% of chemical ingredients to be considered natural, none of the claims of pure, natural or mineral makeup cosmetics on labels can be taken as straight forward.
Therefore, before you renew your staple stock of cosmetics be wise and look at the list of ingredients on every tube or tub you are about to buy. If you are uncertain, get in touch with the company’s customer services and you will either receive a reply that will wipe away your doubts or, in worse case, not. Silence is often a loud reply, so, either way, you will have enough information to base your decisions on and make sure that your aspirations for beauty won’t have negative consequences for health.
