Simply pure & clean since it launched in 2011 IDUN Minerals is a clean beauty brand redefining what skincare and makeup can be. They focus on high-performance formulas and skin-loving ingredients. Their products are designed to deliver visible results without compromising on anything. All IDUN Minerals products are developed in close collaboration with Swedish researchers and dermatologists, ensuring the highest standard of clean beauty. Their philosophy is 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 much 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.
IDUN delivers affordable clean beauty for all. Their mission is to make sure everyone has access to great products that we put on our skin and keeping it vegan so it is cruelty free and safe for all skin types. Tested by dermatologists and ingredients so safe you could put it on a baby.
