User:IDUN Minerals

IDUN Minerals is a pure mineral makeup and skincare brand from Sweden developed by Scandinavian scientists and recommended by dermatologists. Since the launch in 2011 it has grown to a cosmetic and skin care brand available in 1500 pharmacies across the Nordic region. It is also available from selective online retailers. Distribution in Europe, North America and Middle East.

IDUN Minerals AB is headquartered in Sweden with subsidiaries in France, Denmark, Norway, Italy, Finland and the US. The company is privately owned by Göran Agardh and Per Agardh.

The products are based on pure mineral formulations that suit all skin types, including the very sensitive. They contain 100 percent purified minerals, purified of nickel, chrome and microorganisms. The ingredients are few and there are no additives. All product development is done in-house in collaboration with Swedish scientists. The full makeup line includes foundation, powder, concealer, blush, bronzer, lip gloss, lipstick, eye shadow and mascara. It also includes brushes. The skincare line includes cleansers, serum and creams. Most of the products are vegan, and all of the products are cruelty-free.

IDUN Minerals mineral powder foundation is currently the only cosmetic product recommended by The Swedish Asthma and Allergy Foundation.

The product names are inspired by Norse mythology, ie EIR, Gull, Silfr and Magna. Unique motifs of the goddess Idun painted by artist Patrizia Gucci from the famous Italian designer family decorates the packaging.