Several of these mineral makeup up-and-comers, such as LaurEss, Mineraz . for nonirritating, effective makeup and began developing a cosmetics line that . | The online home of Women’s Wear Daily Published: Friday, October 06, 2006 Mineral Market Newcomers Growing By Michelle Edgar Photo by John Aquino As beauty manufacturers pursue a mission of developing healthier beauty alternatives for consumers’ skin, mineral makeup brands have become a full-blown trend. Several of these mineral makeup up-and-comers, such as LaurEss, Mineraz Cosmetics, Larenim and Brush2Go, are growing quickly and looking to expand their distribution. LaurEss and Mineraz Cosmetics were launched online in January. Brush2Go made its debut just last month, both online and in a limited number of salons and a handful of dermatologists’ and plastic surgeons’ offices. At the other end of the spectrum, the three-year-old Larenim will be available in 700 doors by year’s end and is focusing on international expansion. Lauren Sheahan, chief executive officer and founder of LaurEss, discovered mineral makeup four years ago when looking for something to treat her own sensitive skin that wouldn’t “cause irritation and looks nice.” Sheahan, a professional makeup artist, said she saw a need in the market for nonirritating, effective makeup and began developing a cosmetics line that would focus on simple, easy-to-use, high-quality products that highlight the skin’s natural beauty. After three years of developing the products, Sheahan launched the line in January with 370 products online at . The company is aggressively pursuing other retail opportunities in spas, boutiques and department stores. With more than 16 categories, the LaurEss collection offers everything from foundation and concealer to eye shadow, lip gloss and a brush set. While focusing on the products’ textures and colors, Sheahan was careful to avoid ingredients with the potential to irritate the skin. Sheahan made sure not to include bismuth oxychloride in her LaurEss line. “Not only does it give a creamy feeling to foundation and create a glow, but the main reason we choose not
