bareMinerals – the Power of Good

When bareMinerals burst onto the scene in 1995, it represented the rise of a totally new approach to beauty – involving clean, natural, mineral makeup that was 100 per cent free of parabens, phthalates, formaldehyde, mineral oil, coal tar, triclosan, chemical sunscreen, and so many more potentially harmful ingredients that abound in commercial products. Company founder, Leslie Blodgett (formerly CEO of Bare Escentuals) initially sought to fulfil a demand posed by people with breakout-prone and sensitive skin but she soon discovered that even those with unproblematic skin shared an interest in kind, naturally sourced makeup that would not clog up their pores or introduce unnecessary toxins through the body’s largest organ –

the skin. WORDS MARISA CUTILLAS

Following a successful but modest launch, the brand was picked by QVC (the home shopping network that generated 11.47 billion U.S. dollars in 2020 alone) and the rest is history. As Blodgett told the press, by having their own show on QVC and sending out a kit of products that consumers needed to recreate featured looks, the company started selling in the millions. The brand clearly resonated with customers who up until then had only been able to select from products that were ridden with chemicals. Such was bareMinerals’ success that in 2010, makeup giant Shiseido purchased the company. Since then, it has branched out with a host of new products such as a liquid foundation and long-lasting pressed powder foundation.

For Blodgett, aside from creating makeup kits and teaching customers how to apply their products, one of the most important steps she took was to open bareMinerals stores across the nation. There, she held weekly events and parties and met everyday clients, whose demands gave rise to future product launches. It was at this time she discovered that “great makeup is the kind that makes you feel good” when you put it on.

Arguably the star product of bareMinerals, the one that made brands like Shiseido take notice, was its Original Foundation Broad Spectrum SPF 15. The idea of brushing on a loose powder foundation was revolutionary back then but it is still unique now, when most foundations come in either pressed or liquid form. Despite its unique format, the product lasted all day. Its look was natural and luminous – perfect for those into light-to-medium coverage, where cute ‘imperfections’ such as freckles are part and parcel of an attractive everyday look.

In time, bareMinerals began to create products for those seeking heavier coverage as well. In 2014, its first liquid foundation was born and today, the brand has concealers in liquid, stick, and loose powder forms. To apply these products, we suggest using bareMinerals’ own brushes, which are perfect for working with powdered ingredients and which softly and subtly diffuse different product types together so your skin becomes a uniform canvas. The different ranges include: Z Face: Featuring a range of products, including concealer, finishing powder, primer, blush, bronzer, highlighter, and foundation kits. Z Eyes: Eyeshadow, mascara, eyeliner, brow, and eye primer products. Z Lips: Lipstick, lip gloss, and lip liner. Z Makeup Brushes: The brand sells a good range of brushes for all needs – including foundation, eyeshadow, and lipsticks.

bareMinerals has always had a reputation for clean makeup but it is also known for its passion for diversity and inclusivity. For instance, its Gen Nude collection has an impressive 40 different shades (since ‘nude’ means something different depending on your skin shade). The brand also launched the renowned Power of Good campaign, granting one per cent of all sales to empower women through education (this campaign will last until June 30, 2022, so make your purchases before this date to make a difference).

bareMinerals is a PETA Business Friend and it features PETA’s global ‘Beauty without Bunnies’ logo. The company testifies that its products are not tested on animals and that all items carry EU-compliant, cruelty-free, vegan certification logos. The company has adopted these commitments on a permanent basis. It buys all its ingredients from ethical suppliers who do not test on animals or harm the environment. Products are completely devoid of alcohol, animal derivatives, fillers, dyes, binders, and other ingredients that can harm human health. They are additionally halal-friendly and glutenfree. i www.bareminerals.com ›

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A silky soft powder blush that gives your complexion a diffused, soft-focus finish. Featuring light-capturing pearls.

A light formula you can apply in layers for lighter or heavier coverage. Despite being powder-based, it feels creamy on your skin and reduces the appearance of fine lines and wrinkles.

An ideal product for the summer. This moisturiser has a good level of sun protection and a light coverage that is perfect for showing off your tan. It is made with marine plants and mineral electrolytes, to protect your skin from the sun and wind.

An ideal formula for those seeking heavy coverage with a natural, matte finish. The product combines minerals and lipids that are found naturally in skin to offer long-lasting perfection.

An ultra-light priming solution that improves the tone and texture of your skin prior to the application of foundation. It is enriched with Vitamin E and plant ingredients and it smoothens skin and reduces the appearance of pores.

This super soft brush picks up products well and delivers them smoothly to your skin. The bristles are retractable, making this item easy to take along in your bag. 3

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