Maybelline introduces first mineral makeup line

Maybelline New York has introduced its new Mineral Power, its first complete line of mineral makeup for the mass market.

The Mineral Power line consists of an entire beauty regimen from start to finish: liquid foundation, powder foundation with a kabuki brush, liquid concealer, powder blush and finishing veil loose and pressed powder.

The key ingredient in the line is micro-minerals, natural mineral pigments that have been triple-refined. Prices range between $7.99 and $9.99.

“We are thrilled to bring our consumers a complete line of mineral products at an affordable price point and look to take a leadership position in this category,” stated Cheryl Vitali, senior vice president of Maybelline New York/Garnier. “We are providing our consumers with the products and education to give them a flawless, naturally luminous look.”