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BAREMINERALS THE POWER OF GOOD When bareMinerals burst onto the scene in 1995, it represented the rise of a totally new approach to beauty – involving clean, natural, mineral makeup that was 100 per cent free of parabens, phthalates, formaldehyde, mineral oil, coal tar, triclosan, chemical sunscreen, and so many more potentially harmful ingredients that abound in commercial products. Company founder, Leslie
FROM QVC TO THE MOON Following a successful but modest launch, the brand was picked by QVC (the home shopping network that generated 11.47 billion U.S. dollars in 2020
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alone) and the rest is history. As Blodgett told the press, by having their own show on QVC and sending out a kit of products that consumers needed to recreate featured looks, the company
Blodgett (formerly CEO of Bare Escentuals) initially sought to fulfil a demand posed by people with breakout-prone and sensitive skin but she soon discovered that even those with unproblematic skin shared an interest in kind, naturally sourced makeup that would not clog up their pores or introduce unnecessary toxins through the body’s largest organ – the skin. WORDS MARISA CUTILLAS started selling in the millions. The brand clearly resonated with customers who up until then had only been able to select from products that were ridden with chemicals. Such was bareMinerals’
success that in 2010, makeup giant Shiseido purchased the company. Since then, it has branched out with a host of new products such as a liquid foundation and long-lasting pressed powder foundation.
