Simply pure & clean” since it launched in 2011 IDUN Minerals is a clean beauty brand redefining what skincare and makeup can be. With a focus on high-performance formulas and skin-loving ingredients, their products are designed to deliver visible results without compromising on safety or simplicity. All IDUN Minerals products are developed in close collaboration with Swedish researchers and dermatologists, ensuring the highest standard of skin compatibility and performance. Their philosophy is rooted in purity and precision: to use only what’s necessary, and nothing that isn’t. They are proud to say that they earned the vegan and cruelty free label with Djurens Rätt, an animal welfare group in Sweden that has a very strict and thorough process to assess products before they can get the I'M VEGAN label. They follow the Swedish animal welfare law, which is more extensive than the European law where the use of animals in a test may not be classified as animal testing. Investigating the whole supply chain to make sure no animals are used in the process was not an easy task - and they are really proud that today, more than 200 IDUN Minerals products are certified with the logo.
Explore IDUN Minerals
Discover clean, high-performance beauty — developed with Swedish dermatologists, made for all skin types, and rooted in skin-first care.
