Earthnicity Minerals – Back to Basics With Natural Mineral Cosmetics

LONDON - May 21, 2015 - PRLog -- In the past, many household beauty brands have jumped on the 'mineral makeup' bandwagon, eager to cash in what was then a hot beauty trend, but the industry has matured, and educated consumers can now tell the difference between pure mineral cosmetics and 'mineralised' makeup from major players. Earthnicity Minerals, a small cosmetics brand based in the UK, has for years, centred its products on purely mineral cosmetics – that is – makeup consisting of just minerals.

At its core, mineral cosmetics should really consist of a few basic mineral ingredients, not conventional makeup products with 'minerals added in' – the more ingredients there are in a product, the more chance there is for at least one of the ingredients to react negatively to the skin, especially ultra-sensitive skin. That is why Earthnicity's mineral powders consist of only pure minerals and nothing else. Earthnicity's products are free from parabens, bismuth oxychloride, petroleum-derived products such as mineral oil or silicone, perfumes, alcohol, synthetic FD&C dyes, and nanoparticles.

This minimalist approach to ingredients means that the products are highly suitable for very sensitive skin. Those with oily and acne-prone skin will also be glad to know that their foundations and powders are oil-free and non-comedogenic.

Earthnicity also ensures that its ingredients are ethically sourced – the finished products and ingredients are not tested on animals, and are not animal-derived, making it suitable for vegans and vegetarians.

Ingredients aside, makeup is not just about what it contains or does not contain – at its heart is this: Will it make my skin look and feel better? Earthnicity Mineral Foundation – Earthnicity Minerals' popular core product – provides a matte and natural-looking finish which lasts throughout the day, yet lightweight enough so that you don't feel like you are wearing makeup. Another cult product – Earthnicity Velvet HD powder – is a multi-tasking translucent powder which blurs the look of fine lines, wrinkles and large pores while controlling shine.

For more information on Earthnicity's natural mineral cosmetics line, visit http://www.earthnicity.co.uk

For customers trying out Earthnicity, or even mineral makeup, for the first time, Earthnicity offers sample kits on their website, where you can try out sample sizes before comitting to full-sized products.