This mascara doesn’t provide nearly enough impact to justify its name, and is best for those who want cleanly separated, elongated lashes without a hint of thickness. The formula doesn’t clump no matter how many coats you apply, and believe me, it takes several coats to reach a level of lash impact most women would be pleased with. No mascara should take this much work.
Strengths: Company provides complete ingredient lists on its Web site; a very good makeup remover; pH-correct AHA product with lactic acid; well-formulated self-tanner; the pressed mineral foundation with sunscreen; superb powder blush and eyeshadow; great lip gloss; none of the eye or lip pencils require sharpening; most of the makeup products are fragrance-free.
Weaknesses: Many skin-care products contain fragrant irritants; mostly problematic cleansers, toner, and scrub; only one skin-care product with sunscreen; no products to address acne or skin discolorations; jar packaging; average to poor mascaras; mostly average brushes and brush sets.
Pürminerals was founded by former long-term Clinique employee Joli Baker, a woman who rose through the ranks at Lauder and one day decided she wanted to start her own business. Nothing new with that idea, or with what she believed was a breakthrough concept, namely mineral makeup. Of course, Baker was hardly the first cosmetics entrepreneur to promote this type of makeup, but since when did that ever stop anyone?
Pürminerals has been on the beauty scene since 2003 when they launched their first product, a pressed mineral makeup with sunscreen. This pressed-powder foundation is still sold today and represents one of the few strong points of a line that, overall, is a mixed bag with far more negatives than positives.
In terms of success, a coup for the company was introducing their products on Canada's The Shopping Channel, which led to the brand being picked up by Ulta, which now stocks Pürminerals in most of its 250 locations. The brand also is sold in select Dillard's department stores in the United States and is available in Australia and Japan too.
Despite the company's impressive track record for sales, let me say (actually we want to climb up on my roof and scream it) that the concept of mineral makeup is marketing hype, nothing more. It is absolutely astounding to me how many consumers have been hoodwinked by this "new" category of makeup. The ingredients in almost all mineral makeups have been standard to the cosmetics industry for years. In the case of Pürminerals, the main minerals are mica, titanium dioxide, and bismuth oxychloride. We discuss each of these ingredients in detail in our online Cosmetic Ingredient Dictionary. Suffice it to say, none of these ingredients are unique: mica just makes powder shiny, titanium dioxide is known for its ability as a sunscreen along with adding color and opacity to makeup, and bismuth oxychloride is about as natural as polyester—none of that is revolutionary, better for skin, or in this case, a beauty breakthrough.
Of course, as Pürminerals enjoyed continued success the line's selection of products expanded. What began as five items has grown into a full-fledged collection of skin-care and makeup products. The expansion was likely a no-brainer for Baker, and we're all for offering women choices as long as what you're offering is actually good. That's where Pürminerals falls short, and in some cases, drastically so.
Pürminerals chose the pure and natural angle, and as a result, most of the skin-care products ignore what is important for skin, throwing in just about everything that grows in the ground whether or not the research says it is helpful for skin. Pürminerals makes significant use of irritating fragrant oils and problematic plant extracts. Bottom line: Not every natural ingredient is good for your skin. This line could have launched some brilliant skin-care products by including only helpful plant ingredients along with beneficial synthetic ingredients (after all, their products contain plenty of synthetic ingredients), but they opted to go the fragrant route, which is to your skin's detriment.
Makeup is the most exciting aspect of this line, but even then only a handful of products are extraordinary enough to deserve a look. The original pressed-powder foundation with sunscreen is a high point, as are the powder blushes, eyeshadows, and lip gloss. If you have very oily or dry skin or you simply don't care for powder foundations, you're out of luck, because that's all Pürminerals offers. Without question, it isn't the perfect foundation for all skin types or all ages as the company claims, but it certainly has its appeal and is among the better mineral foundations available.
For more information about Pürminerals, call (866) 787-0022 or visit www.purminerals.com.
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