Beauty Buzz. Whole Foods To Put On A New Face. Of Makeup, That Is. Second City Style Fashion & Beauty Blog

November 6, 2006 • Beauty


Whole Foods
is jumping into the mineral makeup cosmetics arena this week.

Whole Foods isn’t just testing the
waters with foundation, as many beauty companies have done recently. It
is launching a complete color line, with 102 products.

The brand, called Mineral Fusion, will consist of concealers, loose and
pressed powders, eye shadows, cheek colors, lipstick, and face
bronzers. Priced at a
premium (what else do you expect from ‘Whole Paycheck’?), it will retail for $15 to $37.

Mineral Fusion was co-created with Glominerals manufacturer Caleel
& Hayden, and is now slated for exclusive sale at Whole Foods until
March. Because it does not bear the Whole Foods name, Mineral Fusion
may also be distributed to other retailers, including Sephora, according to Women’s Wear Daily.

"The mineral story is hot … an increasing number of women are buying
makeup based on ingredients and not glamour … so the whole category
will grow," said beauty industry consultant Allan Mottus. "Whole Foods
hasn’t previously focused on beauty, and when you already have that
customer in the store, you lose a sale by not servicing her.

Source: Christine Bittar of Mediapost

See the Top Ten Summer 2016 Trends for Women Over 40

Leave a Reply