Swedish beauty brand IDUN Minerals has stepped into the Indian beauty market. Being a clean and vegan beauty brand, it is based on the goodness of natural minerals. Currently offering India with their makeup and skincare range, the brand will expand to offer haircare in India soon.
IDUN Minerals, from Sweden, is making its debut in India with a strong emphasis on purity, excellence, and sustainability. Known for its mineral-based makeup range, the products are crafted to enhance natural beauty while nurturing the skin.
Rooted in Norse mythology, the brand name honours Idun, the goddess symbolising eternal youth and beauty, whose magical golden apples bestowed immortality upon the gods. Embracing this heritage, the brand incorporates the apple motif into its packaging, paying homage to female strength and beauty.
The brand has launched in India with a range of makeup products, SPF, makeup brushes, and skincare. With a collection boasting 22 foundation shades, the brand ensures inclusivity by catering to a diverse range of skin tones with mineral-infused formulations.
“We’re very excited to be launching IDUN Minerals in India and raise the discussion of conscious and clean beauty and get to know the Indian beauty market better.” said CEO, Caroline Thunstedt.
Product Formulation
Collaborating closely with researchers and dermatologists, IDUN Minerals develops products suitable for all skin types, including sensitive ones. The brand prides itself on using only the highest quality and purest ingredients, devoid of harmful substances such as talc, bismuth, parabens, and sulfates, showcasing its dedication to providing safe and clean beauty solutions.
“Each product of IDUN Minerals has been carefully crafted as a testament to our unwavering dedication to clean formulations. Our products have been loved globally for their high-performance formulas and high-quality results and it brings us so much joy to now be in India. We invite everyone to join us on this journey towards a more conscious and beautiful future. We believe that beauty should be a celebration of individuality and well-being. With IDUN Minerals we can offer a unique blend of science and nature, empowering individuals to embrace their natural beauty with confidence and authenticity.” said Thunstedt.
Packaging of Products by IDUN Minerals
In alignment with its sustainability goals, IDUN Minerals is prioritising local production, transparency, and reducing its environmental footprint. The brand holds certifications from PETA and Djurens Rätt. It ensures cruelty-free and vegan practices, while also striving to introduce recyclable packaging for all its products by 2025.
Drawing inspiration from the serene beauty of Scandinavia, IDUN Minerals’ packaging has a minimalist and elegant aesthetic. It mirrors the brand’s belief that beauty should radiate from within.