bareMinerals: Founded in 1995, but so very 2019
Where fashion tends to look back for inspiration, the beauty industry seems to be blinkered forward - churning out innovation after innovation. But bareMinerals was a brand somewhat ahead of its time and now, in the current #cleanbeauty climate, I'm just wondering why I didn't catch on sooner.
bareMinerals is obviously a brand that's long-familiar and for some, the love for their products is something close to a religion. I've seen countless women in my life turn up to events slightly less than prepared, only to pull the powder foundation classic out of their bag and seconds later, be ready to face the world. Literally.
So, what was my hesitation? Well, for starters, my skin is on the drier side and I generally try to avoid powders at all costs. I imagined the foundation to be cakey and that it would stick in all of the places I wouldn't want it too. Plus, the perks of my job mean I come across lots of high-tech, lofty liquid foundations every day, and for some reason, I was of the opinion that this OG of mineral makeup was slightly less sophisticated.
Fast forward then to about a months ago, while I was researching the beauty consumer's obsession on clean beauty, I came across release that claimed bareMinerals’ Original SPF15 Foundation, €30 was made of just five mineral ingredients (the formula hasn't changed since it was first created), which considering it offers natural mineral protection from UVA and UVB rays is seriously impressive.
The powder is also, and always has been, vegan, cruelty-free and free from mineral oil, parabens and silicones.
You can blame my millennial-ness, but I was sold. Since giving it a go, all of my powder foundation fears have been proved wrong and while I still wouldn't quite describe the finish as 'dewy', it definitely isn't matte either, (however, this summer's oppressive heat probably did help on that front too).
As well as being a convert to their foundation, their eyeshadow offering is seriously pigmented and the new micro-fine eyeliner is so precise I've been using it for everything from filling in my brow to adding a speckle of freckles across my nose (the Markle effect.)
Next time you're passing a bareMinerals counter, here are a couple of my hero buys to try....