IDUN Minerals motto is: “Simply pure and clean”. For us beauty should not burden our planet. Our goal and our products should offer clean and effective beauty with as little impact on the environment as possible.

As IDUN Minerals is growing internationally our responsibility for the sustainable development of society at a local and global level also increases. We see this as a long-term work that will include all parts of the organization. The company should have a good profitability and simultaneously ensure a sustainable value chain to continue being a contributor of sustainable beauty. With this as a basis we continuously evaluate, develop, and improve all our products.

WHAT WE ARE DOING AND WHAT WE WANT TO ACHIEVE
CLOSE TO YOUR SKIN. LOCAL PRODUCTION.
100 % of our product formulations are produced in Europe.
68 % of our product packaging is produced in Europe, our goal is that 100 % will be produced in Europe by 2025.
100 % of our new skincare is produced in Sweden.

MORE BEAUTY. LESS PACKAGING.
Today 75 % of our packaging is recyclable. Our goal is that 85 % of our packaging is going to be recyclable by 2021.
We have reduced the packaging for the new skincare with up to 87 %, which equals a reduction in the material by 4500 kgs per year.

A LOOK WORTH RECYCLING
75 % of our packaging material is recyclable.

BEAUTY IS BETTER WITHOUT ALLERGIES.
Our products are free from PFAS, Microplastics* and potentially allergenic substances such as perfume, Bismuth, Nickel and Chromium.

*Polyethylene

SUSTAINABILITY THAT LASTS ALL DAY
Now our mascaras are 50% lighter for a reduced environmental impact.

WHAT’S BEHIND YOUR MAKEUP MIRROR
By 2021 we aim to have full traceability of our packaging from cradle to grave.

Apply every morning after cleansing and serum.

Ingredient Function Aqua [Water] Solvent Caprylic/Capric Triglyceride Emollient, Skin conditioning Canola Oi Emollient, Skin conditioning Glycerin Humectant Theobroma Cacao Seed Butter Emollient, Skin conditioning Cetearyl Olivate Emulsifying, Skin conditioning Sorbitan Olivate Emulsifying Butyrospermum Parkii Butter Skin conditioning Cetearyl Alcohol Emollient, Emulsion stabilizing Dimethicone Emollient, Skin conditioning Octyldodecanol Emollient Ammonium Acryloyldimethyltaurate/VP Copolymer Viscosity controlling Glyceryl Stearate Emollient, Emulsifying Phenoxyethanol Preservative Avena Sativa Kernel Oil Skin conditioning Tocopheryl Acetate Antioxidant, Skin conditioning Caprylyl Glycol Emollient, Skin conditioning Sodium Ascorbyl Phosphate Antioxidant Hydrolyzed Hyaluronic Acid Humectant, Skin conditioning Sodium PCA Skin conditioning Sodium Benzoate Preservative Citric Acid Buffering, pH adjusting Potassium Sorbate Preservative Magnesium PCA Humectant, Skin conditioning Manganese PCA Humectant, Skin conditioning Zinc PCA Humectant, Skin conditioning Folic Acid Skin conditioning Please be aware that ingredient lists may change or vary from time to time. To confirm that an IDUN Minerals product is suitable for you, please check the ingredients list on the product packaging.