KEY POINTS:
Are all ranges created equal?
No. Some masquerade under the name mineral but are simply traditional makeup. Mineral has become a marketing term and the consumer needs to be careful not to buy something that doesn't perform and thus puts her off.
What should consumers look for to tell it's the real deal?
Read the labels. It's probably the real deal if it has these minerals: mica, boron nitride, titanium dioxide, zinc oxide and iron oxides high in the ingredient list, with no talc, nylon, cornstarch, parabens and FD&C dyes [coal-tar derived pigments].It should also have SPF rating.
Is mineral makeup for everyone and is it here to stay?
Yes.
Does it dry the skin?
No, it actually holds moisture to the skin and prevents trans-epidermal water loss. Talc dries the skin.
Mineral makeup is an easy day option, but how do you add drama for evening? By using some of our deeper pigments especially around the eyes. We have many colours with a shimmer that add glamour for evening.
How do you avoid a dull look, given many of the colours are earth-toned?
I think this used to be true but now there is nothing dull about a high quality mineral makeup because the minerals interact with light to give the skin a healthy shimmer. We have a full colour range that is fashion-oriented. We've done the runway models for Fashion Week in New York and for the Verge Show at NZ's Fashion Week this year.
What makes Jane Iredale minerals special?
We use the highest grade of minerals and special blending methods, including by hand. All our minerals have been tested for UVB and UVA protection and for sensitivity and comedogenicity. Products containing colour have been tested for heavy metals.
What's the next trend in mineral makeup?
Expect to see more certified organic botanicals in products that will blur the line between makeup and skincare. As technology gets better, you will see less product being used for more effect, especially in sun protection.
