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Cosmetics brand branches out into personal care.
March 9, 2010
By: Melissa Meisel
What do malachite, smithsonite, rhodochrosite and hermatite have in common? All four are rich in copper, zinc, manganese and iron and beneficial to the hair and skin, according to Mineral Fusion—a three-year-old cosmetics brand that recently expanded into the personal care category. Mineral Fusion Body and Hair Care is a range of body washes, body lotions, shampoos and conditioners that combine the signature mineral blend listed above with vitamins and botanicals that work to promote healthy, radiant skin and hair, says the company. The collection is available at Whole Foods Market and Dermstore.com for $9.99 each and joins Mineral Fusion’s extensive range of natural cosmetics. “Our new line is based on targeted benefits of minerals. We've selected minerals with very specific benefits for the skin and hair, as opposed to a broad use of minerals—for example, extracts of Dead Sea water,” said Tim Schaeffer, senior vice president of marketing, Mineral Fusion, Petaluma, CA. Additionally, the Mineral Fusion Body and Hair Care collection was formulated to meet Whole Foods Market’s Premium Standard, a feat accomplished only by combining the purest ingredients which comply with the strictest standards for quality sourcing, environmental impact, results and safety, according to the company. The all-natural, 100% vegan and vegetarian collection is free of parabens, phthalates, artificial colors, synthetic fragrances and harsh cleansers. The line is available in four fragrances—Earthstone, Sunstone, Waterstone and Unscented—and features “natural aroma blends” designed by French perfumer Jean-Pierre Subrenat.
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