IDUN Minerals is a Swedish cosmetics and skincare brand that has been making products without the usual suspects that are found in many other mainstream brands, including nickel, chrome, perfume, parabens, silicon, talc, oils, bismuth oxychloride and micro plastics.

The brand uses effective ingredients found in the Scandinavian nature, such as cloudberry oil, lingonberry oil and canola oil. Also, most people trust Swedish quality and safety, and Scandinavian brands have a good reputation in a world full of suspicious chemicals. Swedish beauty is known worldwide.

The company’s mission is quite simple – to offer the purest products possible, suitable for all skin types. Through careful examination and research, it was found that the best make-up is based on highly purified minerals. The product development team consulted Swedish researchers, pharmacists and dermatologists, who together created the unique composition of caring ingredients present in all IDUN Minerals products.

With few and only the necessary ingredients that have proven efficacy, IDUN Minerals products distinguish themselves from other beauty brands by refraining from ingredients that may potentially cause unwanted skin problems and allergies. The products contain only ingredients that protect and nourish, hence they are suitable for the most sensitive skin. The Swedish Asthma and Allergy Association recommends IDUN Minerals for these reasons.

People who suffer from the inflammatory skin diseases acne and rosacea are advised to use mineral-based cosmetics that have been specifically developed for sensitive skin: clean, pure and mild products which allow skin to breathe. IDUN Minerals offers exactly these properties.

All mascaras are ophthalmologically tested

The composition of pure ingredients is unique. For example, IDUN Minerals Powder Foundation SPF 15 contains only four highly purified minerals: titanium dioxide, which is a white mineral powder that provides UV protection; zinc oxide, which has an anti-bacterial effect and also offers UV protection; mica which has reflective properties, allowing for a shimmery effect in mineral foundations, which gives a glow to the skin; and iron oxide, the pigment that gives colour according to the colour index. The buildable formula blends into the skin evenly and gives a natural, slightly luminous finish.

It is important that the products we use close to the eye area are clean and remain free from substances such as nickel and parabens, which are common ingredients found in mascaras and may cause allergies.

Considering the fact that mascaras are used daily and the often humid environment in Malta, IDUN Minerals’ mascaras use ultra-purified mineral formulas and mineral pigments to naturally build the big, bold, healthy lashes everyone loves and still offering the gentleness needed for sensitive eyes and contact lens wearers.

Whether lengthening, thickening or waterproof, the brand’s mascaras use the best and cleanest ingredients to enhance, protect and care for lashes. They are also all ophthalmologically tested.

IDUN Minerals Magna Mascara gives full lashes instantly. The instant volume mascara, which builds maximum volume with only a few strokes, is the winner of the Swedish Beauty Awards, 100 per cent vegan category .

IDUN Minerals is a pharmacy-exclusive brand with the ‘Apotek approved’ stamp testimony to the stringent controls the brand has passed. Pharmacies in Sweden have a rigid quality control on the products they sell by having a black list that consists of ingredients that are banned from being sold in pharmacies, ensuring that the products in the assortment are of the highest quality.

Three times a year IDUN Minerals launches new items to make sure that customers get new and innovative products. From the start IDUN Minerals has been a brand that wants to include everyone, which is the reason why it wanted to create make-up for people who weren’t able to wear other kind of beauty products. People shop in pharmacies all the time, but there haven’t been a lot of make-up choices that suit everyone. The unisex approach is to help everyone with sensitive skin, no matter if it’s men or women.

To learn more about IDUN Minerals, check it out on Instagram @idunminerals_malta and on Facebook at @idunmineralsmalta.

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