IDUN Minerals

A Swedish brand born on Women’s Day

IDUN Minerals was founded in Sweden on International Women’s Day, 8 March 2011. It draws inspiration from Swedish nature, which shows in its shade names: Solros means sunflower, Vallmo poppy and Hallon raspberry. In Sweden, its products are sold in pharmacies, where strict standards apply to ingredients and quality. To mark its 15th anniversary, the brand released a limited-edition face palette with bronzer, blush and highlighter.

Purified minerals and carefully chosen ingredients

IDUN Minerals make-up is based on highly purified minerals. The brand’s development team works with Swedish dermatologists and scientists, pairing the minerals with caring ingredients such as plant oils, vitamin E, niacinamide and glycerin. Many formulas contain no added fragrance, making them suitable for sensitive skin too.

• Products are not tested on animals.
• Many have a vegan formula, and some are approved by the Swedish animal rights organisation Djurens Rätt.
• Formulas are designed so that make-up cares for the skin at the same time.

IDUN Minerals at our shop

IDUN Minerals is the core brand of our shop. You can build a complete routine around it, from skin prep and make-up to brushes and care. For the range by product type, visit the Idun Minerals category.

Getting started with mineral make-up

If you are new to mineral make-up, start with foundation. Choose the shade by your undertone and test it along the jawline rather than on your hand. Mineral make-up looks best applied with a brush in thin layers, so you can build up coverage gradually.