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.

Face & Eye Cleansing Lotion: Apply on skin with lukewarm water and gently massage until all makeup is gone. Rich Moisture Serum: Apply before day/night cream. Moisturizing Day Cream: Apply on clean skin.

Face & Eye Cleansing Lotion: Aqua / Water, Polyglyceryl-4 Laurate/Sebacate, Polyglyceryl-6 Caprylate/Caprate, Glycerin, Ammonium Acryloyldimethyltaurate/VP Copolymer, Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer, Squalane, Avena Sativa Kernel Oil / Avena Sativa (Oat) Kernel Oil, Canola Oil, Phenoxyethanol, Niacinamide, Tocopheryl Acetate, Sodium Benzoate, Polysorbate 60, Potassium Sorbate, Malic Acid, Sorbitan Isostearate, Citric Acid Rich Moisture Serum: Aqua / Water, Glycerin, Niacinamide, Cetearyl Olivate, Sorbitan Olivate, Dimethicone, Phenoxyethanol, Ammonium Acryloyldimethyltaurate/VP Copolymer, Canola Oil, Caprylyl Glycol, Chondrus Crispus Powder, Malic Acid, Xanthan Gum, Sodium PCA, Hydrolyzed Hyaluronic Acid, Sodium Benzoate, Magnesium PCA, Manganese PCA, Zinc PCA, Sodium Hydroxide, Potassium Sorbate. Moisturizing Day Cream: Aqua / Water, Caprylic/Capric Triglyceride, Cetearyl Olivate, Glycerin, Theobroma Cacao Seed Butter / Theobroma Cacao (Cocoa) Seed Butter, Shea Butter Oleyl Esters, Sorbitan Olivate, Canola Oil, Cetearyl Alcohol, Dimethicone, Octyldodecanol, Ammonium Acryloyldimethyltaurate/VP Copolymer, Glyceryl Stearate, Phenoxyethanol, Tocopheryl Acetate, Caprylyl Glycol, Sodium Ascorbyl Phosphate, Sodium PCA, Sodium Benzoate, Citric Acid, Potassium Sorbate, Magnesium PCA, Manganese PCA, Zinc PCA, Folic Acid.