IDUN Minerals TFWA 2016 Cannes Presentation

Published: 2016-10-19 by Sanja Pekic in Makeup

IDUN Minerals, Swedish brand of mineral cosmetics, presented its product range at this year's TFWA exhibition in Cannes. The brand originates from 2011, when it was exclusive for Swedish pharmacies that are very strict on the ingredients of the products they sell. The brand is named after Idun, the Old-Norse goddess of eternal youth, spring-tie and rejuvenation. The beautiful packaging of their products is a true art, designed by Patricia Gucci, daughter of Aldo Gucci and granddaughter of Guccio Gucci, founder of the fashion label.

IDUN Minerals reportedly uses the highest quantities of purified minerals in creating a makeup line that gives full coverage, while also protecting the skin. It does not contain artificial ingredients or even some of the natural impurities that can have a bad effect on skin. The minerals used are purified from nickel, chromium and microorganisms. The products are also inorganic and anhydrous, which prevents formation of bacteria. The line is excellent for sensitive skin, sensitive eyes and those who wear contact lenses, as well as all of those who are afraid of allergies.

The line includes: foundation, powder, concealer, blush, bronzer, lipgloss, lipstick, eye shadow, eye and brow pencils, mascara and nail polishes. It also offers associated makeup brushes and a brush cleaner.

FACE

Powder Foundation, made of 100% pure minerals, provides a luminous and natural, buildable finish while also nourishing and protecting the skin. Its formula is buildable and blends into the skin evenly without blocking the pores. The rich, natural pigments offer even color with a soft beautiful finish for all day wear.

NORRSKEN Pure Mineral Illuminating Foundation is made of purified mineral ingredients blended with a pure water base. It also features a touch of concentrated lingonberry oil to keep the skin hydrated. The liquid foundation of airless feel gives a natural and luminous look for healthy skin.

Both of the foundations offer the following shades:

Jourunn – Neutral Extra Light
Saga – Neutral Light
Freja – Warm Light/Medium
Disa – Neutral Light/Medium
Siri – Neutral Medium
Svea – Warm Medium
Ingrid – Cold Medium
Ylva - Neutral Medium/Dark
Embla – Warm Medium/Dark

The line also includes Liquid Concealer in two shades (Raps for warm skin tones and Havre for cool tones), Idegran, a green matte skin balancing mineral concealer, and Strandgyllen, a blendable creamy duo-concealer for all skin tones.

The translucent mineral powder works with any foundation shade, giving it either matte or translucent finish. It creates a hint of color while fixing makeup for all day wear.

Available in:

Tuva - brilliant luminous finish
Tyra - natural matte look
Ljuvlig – light neutral finishing powder
Vacker – light warm finishing powder
Underbar – medium finishing powder

Blush made of pure minerals creates a healthy, fresh look for cheeks, allowing sculpting and definition. Its formula protects and cares for skin while offering naturally fresh color. It is available in coral, light pink, rose pink, peach pink or brown pink shade.

Bronzer offers a splash of summer and easy sculpting any time of the year. It is available in three versions:

Midnattssol is a bronzer for a luminous finish
Midsommar is a loose powder bronzer of a richly pigmented formula for an all-over kissed by the sun look
Sommardröm is a pressed powder bronzer, perfected for creating a sculpted summer look with a natural matte finish

EYES

IDUN Mineral’s Mascaras use ultra-purified mineral formulas and mineral pigments. With no perfumes and only pure mineral pigments, all the mascaras care for lashes and treat them as they coat them. They offer 5 different mascaras: Eir, Eir Waterproof, Gul, Silfr and Vatn.

Eye Shadow Palettes combine minerals with a range of 4 shades assortments for a variety of looks. Eye Shadow Duo offers 5 color balanced palettes. Each palette includes a light and a dark shade.

The eyeliners are suitable for people with sensitive eyes and contact lens wearers. They use pure minerals pigments. KOL Black Liquid Eyeliner is good for both thin or broad eyeliner look. Kohl eye liner pens offer long-wearing, easy to use color in an ultra-purified mineral formula., with a sharpener and smudge tip. Sand is a nude colored inliner that is best applied to the inner edge of the upper and lower eyelid. There is also the eyebrow pencil, available in 4 different shades.

LIPS

IDUN Mineral's lip products include the richly hydrating Lipgloss in 12 different shades, the Creme Lipstick, a moisturizing lipstick with a fine, sheer finish, in 6 colors and the Matte Lipstick, a long-wearing, luxurious lipstick in 6 shades of rich color. They include pure minerals, Nordic cloudberry oil and vitamin E, nourishing the lips.

NAIL COLOR

The nail polish long-lasting formula cares for nails in two ways. First, it nourishes and cares for nails with luxurious ingredients such as almond oil. Second, the “5-free” formula does not contain a series of hazardous ingredients found in other polishes. The nail polish range consists of 18 both classic and trendy colors, a top coat and a base coat.

BRUSHES

Finally, there is also a premium set of brushes to complement the pure mineral makeup. The brushes are made from the synthetic Taklon, whose properties closely resemble natural bristles. It is explained that the synthetic are much more consistently shaped and are therefore easier to clean and keep hygienic. The brushes set include: Face Definer Brush, Liquid Foundation Brush, Strippling Brush, Eyeshadow Brush, Angled Blending Brush, Concealer Brush, Eye Definer Brush, Bronzer / Blush Brush, Kabuki Brush, Large Kabuki Brush, Retractable Kabuki Brush and a Brush Cleaner.

PRICES

Foundation, powder and bronzer - ‎€39

Blush - ‎€30

Concealer - ‎€30

Mascara - ‎€24

Eye-shadows - ‎€15 - 24

Lipstick - ‎€24

Lip gloss, eyeliner, browliner and brush cleaner - ‎€18

Brushes - ‎€14 - 26

Nail Polish - ‎€11

Products mentioned in article

Sanja Pekic

Sanja Pekic is a Fragrantica editor from Sarajevo, Bosnia and Herzegovina. She has joined the team in 2008 to update and maintain encyclopedia info...(more)