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(646) 883-3449

IDUN Minerals is a full color make-up line based on pure mineral formulations. It has been developed in Sweden by a team of scientists and skin experts.

Our Story

Our Story


A marriage of science and beauty

Developed in Stockholm, Sweden by a team of scientists and skin experts, IDUN Minerals is a full color make-up line based on pure minerals formulas. We offer a wide range of natural shades and rich colors for the face, eyes and lips as well as nails completed with classy brushes in Taklon.

IDUN Minerals was originally introduced in 2011 as a pharmacy exclusive brand in Sweden. Swedish pharmacies only sell prescription medicines and quality health & beauty products. Everything must comply with the Swedish Pharmacy authority’s strict quality criteria known as the “black list” which bans a long list of ingredients. Today, IDUN Minerals is the only cosmetic brand sold in all major Swedish pharmacies.

Because of its highly purifed minerals, our makeup line is suitable for the most sensitive skins, not because it is watered down and compromised, but because of its extreme purity. Many Swedish dermatologists recommend IDUN Minerals for consumers sufering from acne or rosacea. The IDUN Minerals Powder Foundation recently received the seal of approval from the Swedish Asthma and Allergy Foundation, a recognition we are particularly proud of, as it is the only cosmetic line to have such an endorsement.

All our cosmetics are PURIFIED from nickel, chromium and any other impurities. Also microorganisms-free, our skin products contain NO talc, oils, silicones, fragrances, bismuth oxychloride, nanoparticles nor preservatives such as parabens – substances that can lead to irritation, rashes and allergic reactions. The mild formulas have a healing and calming effect on the skin and do not clog pores. It contains natural sun protection that prevents skin aging.

When you buy a product from IDUN Minerals, you can be assured that it has NOT been animal tested.

All our products are cruelty-free and toxin-free

Because we CARE ❤️



Did you know?

The brand name “IDUN” comes from the old Norse Goddess of Eternal Youth who kept a box of magic apples that she shared with other Gods to preserve their youth.

The packaging features interpretations of the goddess created by the artist Patrizia GUCCI.