by April Andress
In a time when many people are actively searching for new, natural solutions for skin care, mineral cosmetics have quickly become a prominent force in the beauty industry. Mineral makeup that is hypo-allergenic and can minimize breakouts has become an important staple for everyday wear. Consumers seeking natural, vegan or animal-friendly goods now have a wide selection of products available to choose from.
The NPD Group Inc., a market research company, reported U.S. prestige makeup posted its second year of declines, down 5 percent in dollars to $3.16 billion in 2009, but two segments outperformed the category—one of them being the face segment (-2 percent), which was driven by mineral-based products, as there were 50 percent more new mineral products introduced in 2009.
“It is important to point out prestige only captures a small slice of the mineral makeup pie, but this product remains a big focus and a major driver of the face segment in prestige,” said Karen Grant, vice president and global industry analyst, The NPD Group.
While it is an excellent choice to use natural ingredients in lieu of the harsh chemicals that still pervade the industry, flooding a formulation with too many ingredients doesn’t replace the need for quality and effective ingredients. Some may think “the more the better”, but having very few ingredients while maintaining a high level of quality is in fact the ideal. Extra ingredients and fillers are unnecessary and may prove harmful to skin.
Minerals have been used for centuries as aids for skin health and beauty. In Ancient Egypt, minerals were used not only for beauty, but to repel insects and protect the skin from the climate. Inhabitants of Ancient Rome and Greece used minerals to make their complexion appear paler and hide the effects of the sun.
Each mineral has its own unique properties. These properties supply benefits to both aesthetics as well as functionality. Mineral makeup is highly recommended for people with acne-prone skin, allergies, rosacea and a variety of other dermatological issues. While there has been some concern regarding allergies to certain mineral components used in these types of cosmetics, the vast majority of these cases are due to other chemical inclusions and filler ingredients.
A few of the important minerals used in mineral cosmetics are mica and titanium oxide. These minerals assist in creating the look of a flawless complexion. In addition, they also promote clean and healthy skin. Many cosmetic products and sun blocks that are available can clog pores and result in comedones and skin irritation. Mineral makeup forms a barrier between the skin and damaging UV exposure without absorbing into the skin like many chemical-based beauty products. This prevents breakouts and limits the absorption of potentially harmful chemicals into the skin.
Titanium dioxide provides natural protection from harmful UVA and UVB rays. Titanium dioxide-based products are widely recommended by both plastic surgeons and dermatologists alike to combat the aging effects of the sun’s rays. FDA approved its use in over-the-counter sunscreen products, as it is considered non-carcinogenic due to its inability to permeate the healthy layers of skin. Titanium dioxide’s natural sun blocking abilities offer a safer alternative to chemical- based sun block for people with sensitive skin or allergies.
In addition to its ability to help protect skin, titanium dioxide is also a natural anti-inflammatory that can help soothe skin irritations. It has the greatest covering and tinting power of any white pigment. This mineral is used in a wide variety of personal care and beauty products as a white pigment or opacifier. It helps to reduce the transparency of product formulas and also absorbs, reflects and scatters light, protecting the product from deterioration.
Another of the main ingredients used in today’s mineral cosmetics is mica. Mica is a naturally occurring mineral with a plate-like structure that is mined in sheets and then milled to different densities. It is treated to help reduce dust, avoiding unnecessary inhalation and making the product easier to use. This treatment also improves its texture, staying power, matte finish and oil absorption. Mica provides the luminescent glow, sparkle, shimmer or semi-matte seen in many products on the market today. These variations are accomplished by refining the product after the milling procedure to suit its intended use. It is transparent and ranges in color from blue to green. It is often treated with iron oxides to yield brilliant color schemes.
Aside from the variety of colors and textures it can provide, mica is the primary anti-aging factor in mineral makeup. It is also used for that very purpose in many non-mineral, anti-aging makeup and camouflaging products. Mica powder reflects light from the face which creates a smoother, softer and more radiant skin tone. Mica also helps to improve the look of fine lines and smooth out irregularities in complexion to even skin’s natural texture and tone. Best applied on moisturized skin, it gives depth to the face without resulting in the dried-out, flat appearance that results from the use of typical face powders or liquid foundations.
Along with their benefits on skin, Minerals offer “green curb” appeal to consumers, lending an advantageous edge when marketing toward eco- and animal-friendly shoppers. Companies such as Emani Minerals offer cosmetic products that are animal- and environment-friendly in 100-percent recycled carton paper packaging with soy-based ink.
While mineral cosmetics are a new and exciting trend in the world of beauty, it is important to research the ingredients used and high-quality natural minerals, such as mica and titanium dioxide offer skin optimal sun protection, and a smooth and natural-looking finish.
April Andress is an associate of Emani Minerals located in Corona, Calif. She earned her degree in medical coding at Penn Foster after serving nine years as a retail manager, and is now actively involved in the natural cosmetics industry. She can be contacted at [email protected] .