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IDUN MINERALS

ABOUT US

Born in Stockholm more than 12 years ago, on International Women’s Day, IDUN Minerals is a beauty brand that combines high-performance formulas and high-quality results, thanks to ingredients that protect and care for the skin. The products are formulated in close cooperation with researchers and dermatologists and are developed for all skin types, even the most sensitive.

Striving for inclusiveness, the assortment consists of a wide shade range infused with highly purified minerals. With the ambition to be a conscious beauty brand, IDUN Minerals has an increased focus on local production, transparency, becoming 100% vegan, and reducing the environmental impact of its products. 

Celebrating products that have won awards from the Swedish Beauty Awards, the Scandinavian Global Makeup Awards, been recommended by Asthma Allergy Nordic and carrying the Nordic Swan Ecolabel, IDUN Minerals becomes a widely recognized high-quality clean beauty brand. Simply pure and clean. 

THE STORY OF

IDUN

Idun, in Norse mythology, was the goddess of beauty, eternal youth and rejuvenation. She was known to be the keeper of magic golden apples, known to provide the Gods with the ability to sustain immortality, making them eternally young and beautiful.

IDUN Minerals highlights the goddess Idun in the brand name as part of its Nordic heritage but also as a symbol of beauty and female strength. The brand carries the apple as its symbol on packaging as well as engraved in some of the makeup compacts.

The watercolour illustration by Swedish artist Stina Persson can be found on several of IDUN Minerals packaging, transcending modern, beautiful, yet perfectly imperfect beauty.

CAROLINE THUNSTEDT

MEET OUR CEO

"My ambition with IDUN Minerals is to always be at the forefront of science-based, conscious beauty.

I want to take conscious beauty even further, by 2030 IDUN Minerals will have a circular business model.

That is our promise and responsibility towards humans, animals and nature." - Caroline Thunstedt

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