Mineral Fusion's make up range targets the fast growing organic cosmetics market by combining skin-care, antioxidants, makeup, and UV protection, but is moving into the mainstream sector and using Whole Foods Market to display the new product line.
Michael Rapport, Whole foods Market's wholebody coordinator for the Southwest and Rocky Mountain regions said: 'Mineral fusion is an ideal match for Whole Foods Market, they use the natural ingredients that Whole Foods is known for'.
The Mineral Fusion range consists of foundations, eye shadows, lip colors, blushes, and bronzers that contain antioxidants and nutrients, including white and red tea, which, in turn, help to protect against UV rays, enhance the immune performance of cells and act as an anti-inflammatory to sooth the skin.
Vice president, of Caleel + Hayden and creator of Mineral Fusion, Robin McGee, applauded the move into the whole foods market and said: 'Whole foods is known for providing the highest quality natural products to their customers and it's wonderful to be listed among them'.
The move by Caleel + Hayden sees organic and natural cosmetics moving into the large retail outlet category, maximizing on the trend for 'green' make up that is economical for the consumer and showing that manufacturers are beginning to view the larger picture for natural cosmetics.
As a result there is a lot of activity in the market, with many cosmetic companies developing beauty lines in order to capitalize on the growing trend.
Tapping into this growing consumer need for products that are both kind to the environment and the user, Jane Cosmetics launched its Be Pure Mineral Range in the US mass market earlier this year. Combining 'value and prestige', the company kept the retail price of the cosmetics between $3 - $7, whilst also maintaining it was a 'talc free, oil free, wax free, fragrance free pure mineral make up range'.
With consumers continuing to opt for cosmetic products that are deemed to be natural and therefore safer, sales of natural & organic cosmetics are projected to surpass the €1 billion mark for the first time this year, with the increase in spend meaning that the market is growing by an average of 20 per cent a year, according to market researcher, Organic Monitor.