Scan Magazine | Special Theme | Made in Sweden
Photo: Niklas Alm
Science meets style in the make-up apple of your eyes Norse mythology’s beautiful Goddess of Youth, Idun, treated her people with apples to keep them eternally young. Sweden’s fastest growing beauty brand, IDUN Minerals, is now becoming available internationally with colours for everyone. Perfume-free and based on highly purified minerals, it is recommended by dermatologists – almost as promising as one of Idun’s own apples. By Ulrika Kuoppa-Jones
Make-up products have rarely been available in Swedish pharmacies due to strict ‘black list’ regulations banning a long list of ingredients. Today, IDUN Minerals is the only cosmetic brand sold in all major Swedish pharmacies. “Being environmentally friendly and producing high-quality products in approved plants are only some of the tough conditions the pharmacies stipulate,” says export and product development manager Caroline Thunstedt. “The reason our products are on the shelves in pharmacies 58 | Issue 102 | July 2017
all over Sweden is because we have always imposed tough restrictions on ourselves – even stricter than those set out by the pharmacies. We’re passionate about making our products as pure as possible. We’re not taking any shortcuts. Our whole range is perfume-free and based on highly purified minerals. We try to take away anything that is not absolutely essential.” IDUN Minerals has been developed to suit customers who are careful about what they expose their skin to –
customerswho want nothing but the highest quality make-up products. The company only uses simple and pure ingredients, and all formulas are purified of nickel, chrome and other elements. They are also free from potentially harmful microorganisms, which means that the customer can use them with confidence, knowing they are safe. The formulas contain no talc, oils, silicones, fragrances, bismuth oxychloride, nanoparticles or parabens. The pure ingredients mean that the everincreasing number of customers with sensitive skin can also enjoy the products. IDUN Minerals is recommended by Swedish dermatologists and recently received the Swedish Asthma and Allergy Foundations recommendation. “This is a first for any make-up product in Sweden,