The Bare Escentuals’ brand will remain the same and will immediately be able to accelerate market reach outside of North America, including in high-growth markets throughout Asia, especially Japan. Bare Escentuals’ business will operate as a separate division of Shiseido and its unique brands will continue to be managed by the current leadership team who are expected to drive future development of the business with the support of Shiseido’s significant resources, particularly given Shiseido’s extensive R&D network around the world.

Bare Escentuals was founded in 1974, and since then has grown into a 600 million dollar business. Its dedication to pure minerals and chemical-free formulas has pioneered a whole new segment within the beauty industry. Many of their loyal customers and industry minds alike are concerned whether or not their products will maintain their same dedication to truthful and accurate marketing, and all natural ingredients, or fall suite to their new parent company’s unnatural cosmetic tactics.

However, as we have previously mentioned on Natural Cosmetic News, natural does not always mean safe. And it is our motto her to be your own judge and take the necessary steps to make sure the product is actually natural and safe.

Made from finely milled natural minerals such as titanium dioxide and zinc, mineral makeup is being touted as not only better than chemical-based products, but healthier, too: Its mineral content acts as a built-in waterproof SPF, and is anti-inflammatory, antioxidant, non-bacterial since minerals are inert and won’t clog pores.

Makeup is not supposed to cause harm. But that is exactly what some chemical laden cosmetics do. Comedogenic and allergienic indgerdeients are regularly included in the ingredients of commonly used cosmetics. Especially those who have had cosmetic procedures, are acne-prone, or have sensitive skin should not use chemical rich cosmetics.

Like “organic” and “natural,” “mineral” makeup is increasingly divided between manufacturers of actual mineral makeups and those who only claim to be made from pure minerals. The problem partly lies with the mineral makeup industry itself. The certifications and standards of what is truly mineral based is not heavily regulated or monitored, and is therefore relatively easy for a product to claim it is made from minerals.

Mineral makeup only has to have some content of minerals, but how much is in there really varies. While superior quality mineral makeup are as close to pure as possible, other impostors use fillers, colouring and dyes.

A good way to tell if the makeup is derived from pure minerals is to look for boron nitride (for coverage and adhesion), kaolin clay (high absorbency and adhesion), micronized titanium dioxide (for translucency and UV protection) and mica (for shine) in its ingredients. Some also contain vitamins A, C and E, which works for a range of skin issues.

And the great thing about mineral makeup, is that the minerals are finely ground, and act like millions of tiny mirrors, reflecting light off the skin to give it the trademark luminescent glow. Without fillers found in non-mineral makeup, the natural colors are more concentrated, making it an effective cover-up, foundation, powder and sunscreen.