IDUN Minerals

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IDUN Minerals is a Swedish vegan beauty brand founded in Stockholm in 2011 on International Women's Day. The brand specializes in mineral-based makeup products formulated in close cooperation with researchers and dermatologists to be suitable for all skin types, including the most sensitive. It emphasizes high-performance, clean, and pure ingredients that protect and care for the skin. The brand is inspired by Norse mythology, specifically the goddess Idun, symbolizing beauty, eternal youth, and...
female strength, which is reflected in its packaging and brand identity. IDUN Minerals is recognized for its inclusiveness with a wide shade range and is committed to sustainability through local production, recyclable packaging, and a goal to become 100% vegan and adopt a circular business model b
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